STRATEGY FOR THE DEVELOPMENT OF EDUCATIONAL TOURISM IN SINGARAJA CITY

Abstract

This study aims to formulate strategies for developing educational tourism in Singaraja City using the SOAR model, as the local government of Buleleng Regency has not yet established a specific tourism planning strategy in this area. While research on Bali’s tourism is abundant, studies focusing on Singaraja’s potential for educational tourism remain limited. Employing a mixed-methods approach with data gathered through surveys, interviews, and observations, the findings reveal that Singaraja possesses significant cultural and historical assets such as Eks Buleleng Port, Puri Kanginan Buleleng, Buleleng Museum, Gedong Kertya, Puri Buleleng, Taman Bung Karno, Tugu Tiga, Soenda Ketjil Building, Penimbangan Beach, and Banyuasri Market, all of which remain underutilized in contributing to regional revenue (PAD). The study suggests that educational tourism is the most suitable development concept for Singaraja and emphasizes the need to establish a dedicated management agency to design tour packages and promote them effectively. Recommended strategies include preparing a master plan for site renovation and facility development, issuing a Regent Decree on visitor levies, training human resources to deliver excellent service, and conducting both online and offline promotional campaigns targeting schools. By implementing these strategies, Singaraja can optimize its cultural heritage to strengthen tourism, enhance local economic growth, and position itself as a leading destination for educational tourism.