Journal of Tourism Destination and Attraction DEVELOPMENT STRATEGY OF MUSIC TOURISM: UBUD VILLAGE JAZZ FESTIVAL AS COMMUNITY-BASED EVENT IN UBUD, BALI (STRATEGI PENGEMBANGAN WISATA MUSIK: UBUD VILLAGE JAZZ FESTIVAL SEBAGAI ACARA BERBASIS KOMUNITAS DI UBUD, BALI) Nungky Puspita*, Ribka Amelia, Rory Julia Rodjak Universitas Pancasila, Indonesia *[email protected] Abstract Music Tourism is the specialisation interest in tourism and this tourism increasing the tourist enthusiasm and attraction. This study describes the Ubud Village Jazz Festival, one of the International Music festivals held on Ubud, Bali, and the community-based international music festival. For the analysis, this study uses SWOT analyses to make the strategy and recommendation and use Elements of Jazz Music Festival theory, according to Racapong Khaiewpan. This study uses data from observation and literature study. This research focuses on music tourism attractions and local participation that collaborated in this special event. This study’s Ubud Village Jazz Music Festival results fulfil the four elements of the Jazz Music Festival for Music Tourism Management in Administrative. For the Music Tourism Management in Design Aspect, this event used Eco-friendly materials. For Marketing Aspect, Ubud Village Festival sponsors the local TV station to promote the event. This event has so many sponsorships with The Indonesian Creative Economic Agency (BEKRAF), Local brand and business, and the local people to contribute. For the Operational Aspect, this event has the schedule and the rules. For Management in Risk Aspect, this event has the preparation to decrease the risk for the uncertain weather. The management also advised the tourist to have some practice to bring raincoat and umbrella because this event is an outdoor event. The local people also involved in the whole aspect: the stage of planning, implementation, benefit receipt, monitoring and evaluation, which they have done well and organised. Keywords: special event., music tourism., community participation., SWOT analyses. Abstrak Wisata Musik merupakan salah satu dalam pariwisata yang meningkatkan daya tarik wisatawan. Penelitian ini mendeskripsikan Ubud Village Jazz Festival, salah satu festival Musik Internasional yang diadakan di Ubud, Bali, dan festival musik internasional berbasis komunitas. Untuk analisisnya, penelitian ini menggunakan analisis SWOT untuk membuat strategi dan rekomendasi serta menggunakan teori Elemen Festival Musik Jazz menurut Racapong Khaiewpan. Penelitian ini menggunakan data observasi dan studi pustaka. Fokus penelitian ini adalah atraksi wisata musik dan partisipasi masyarakat lokal yang berkolaborasi dalam acara khusus ini. Hasil penelitian ini memenuhi empat elemen Festival Musik Jazz untuk manajemen administrasi pariwisata musik. Untuk manajemen wisata musik dalam aspek desain, acara ini menggunakan materi ramah lingkungan. Untuk aspek marketing, Ubud Village Festival mensponsori stasiun TV lokal untuk mempromosikan acara tersebut. Acara ini mendapat banyak sponsor dari Badan Ekonomi Kreatif Indonesia (BEKRAF), brand dan bisnis lokal, serta masyarakat lokal untuk berkontribusi. Untuk aspek operasional, acara ini memiliki jadwal dan aturan mainnya. Bagi manajemen di aspek risiko, acara ini memiliki persiapan untuk mengurangi risiko terhadap cuaca yang tidak menentu. Manajemen juga berpesan kepada wisatawan untuk berlatih membawa jas hujan dan payung karena acara ini merupakan acara outdoor. Masyarakat juga terlibat dalam keseluruhan aspek: tahap perencanaan, pelaksanaan, penerimaan manfaat, monitoring dan evaluasi yang telah mereka lakukan dengan baik dan terorganisir. Kata kunci: event khusus., wisata musik., partisipasi masyarakat., analisis SWOT. ITSA Special Edition Maret 2021, E-ISSN: 2685-6026 27 Nungky Puspita, Ribka Amelia, Rory Julia Rodjak INTRODUCTION Table 1.1 Number of visits of foreign tourists The tourism sector has the potential to be to Bali via Ngurah Rai Airport between 2015 – 2018 developed as a source of regional income. The 2015 4,001,835 6.24 Jazz music Festival program develops and 2016 4,927,937 23.14 utilises regional tourism by increasing local 2017 5,697,739 15.62 revenue, resources, and potential, contributing 2018 6,070,473 6.54 to economic development. One type of tourism that shows an increase in interest is Music In music tourism, there are factors that can Tourism. According to Wibisono (2009), music attract and encourage tourists to visit the attractions. tourism is tourism activities carried out based People’s interest in music, which is believed to on musical encouragement, such as visiting a have a universal language, can motivate a person particular country to watch a concert or going to travel to enjoy the music. Motivation is a on a pilgrimage to a popular music site in a dominant driving factor, an important thing that specific area. Music is usually inseparable from can move a person, and something that triggers an event; for example, it has implemented someone to do something. Theoretically, according music tourism to attract local and foreign to Purwanto in Sari (2014), motivation is anything tourists in England. Meanwhile, in Indonesia, that encourages someone to do something. A person music tourism still sounds unusual to can do something with one or more inspirations, Indonesians even though Indonesia has and these motivations can differ from one person enormous potential to support it. to another. Reason can aim for self-satisfaction, Indonesia already has several types of increased prestige, escape, or just communicating music tourism, such as Djakarta Warehouse with new people, or not a group of several Project, We The Fest, and Java Jazz Festival motivations. Motivation is also a thing that can held since 2005. These concerts and festivals trigger tourists to visit a destination. have attracted the public’s attention, especially Based on the background. the authors young people who are music fans and tourists raised “Special Event: Community-based who do come to enjoy the music. One of the Music Tourism of Ubud Village Jazz Festival”, festivals that has been held several times in with the following main questions: Indonesia is the Ubud Village Jazz Festival. It 1. How is the Community-based Ubud Village is a music festival located in an artistic Jazz Festival Organised? environment in Ubud, Bali, Indonesia. This 2. What is the Development Strategy for the festival also facilitates local and national music Ubud Village Jazz Festival? educator workshops to explore ways to get more young people interested in Jazz music. With these backgrounds and leading Ubud Village Jazz Festival is an annual questions, the research objective was to international jazz festival empowered by the describe and identify the Ubud Village Jazz community. Festival’s implementation as a Community- Bali is one of the provinces that can based Music Tourism Attraction in Ubud, Bali. become an entry point for foreign and local tourists for tourism, proven by Balinese METHODS culture’s various uniqueness, attracting local SWOT analysis is a method used to analyse and foreign tourists. The tourism sector organisational conditions to determine contributes a large Gross Regional Domestic improvements using the following characteristics. Product to Bali, namely IDR 54.43 trillion (BPS The data analysis was done by looking at the Provinsi Bali), with foreign tourist visits factors which become the object’s strengths, the increasing. The number of tourist visits to Bali, object’s weaknesses, the opportunities for according to the Bali Province Central Bureau development, and the possibility of external of Statistics, are as follows: factors that become threats (Rangkuti, 2011). 28 The 8th ITSA Biennial Conference Special Edition Maret 2021, E-ISSN: 2685-6026 Journal of Tourism Destination and Attraction The purpose of the SWOT analysis was to Opportunity (external) analyse all the strengths and weaknesses of the industry/institution included in the internal and opportunity factors and the threats contained in Quadrant III: Turn Quadrant I: the external factors (Rangkuti, 2002). Around Aggressive Table 2.1 SWOT analysis Weakness Strength Weakness (W) (internal) (internal) Strength (S) Determine 5-10 Determine 5-10 SWOT factors of Quadrant IV: Quadrant II: factors of internal internal Strength Defensive Diversification weakness W-O strategy S-O Strategy (turn-around) Opportunity (O) (aggressive) Creating Determine 5-10 Creating Threat (external) strategies that factors of strategies that minimise external use strengths to weaknesses to DISCUSSION opportunities take advantage take advantage of opportunities Overview of Ubud of opportunities Ubud is one of the leading tourism destinations W-T Strategy in Bali Province. The name Ubud itself comes S-T Strategy (defensive) from the word Ubad which means medicine. At Threat (T) (diversification) Creating Determine 5-10 Creating the time of Hinduism’s spread, Mpu Markandya strategies that factors of strategies that arrived at a small hill extending from north to south. minimise external threats use Strength to weaknesses and Two long rivers resembling dragons, the East Wos overcome threats avoid threats river and West Wos river, flanked the mountain. These two rivers met at a location called Tjampuhan, The tool used to compile strategic factors which Mpu Markandya used as a meditation place. was the SWOT matrix. This matrix could Mpu then took over the forest to establish settlements clearly describe