Jurnal Perhotelan dan Pariwisata Triatma Jaya JANUARI - JUNI 2015

This study discusses and examines the strengths and weaknesses and opportunities and threats to formulate strategies and programs of special interest tourism development in the Area Tourism Kintamani. This study used quantitative and qualitative approach. Data collected by observation techniques, in-depth interviews, documentation and dissemination of questionnaires to 45 people consisting of respondents among bureaucrats, academics, tourism businesses and community leaders, which is analyzed by SWOT method and analysis of IE (internal external). Based on Matrix Analysis of Internal-External (IE), Kintamani Area position as a tourist attraction of special interest is there in the cell I, meaning that development of Area Kintamani as Special Interest Tourism Attraction grow and buil must implement the strategy of market penetration strategy, market development strategy, and product development strategy. SWOT analysis obtained an alternative strategy that can be applied is creating and developing special interest tourism product quality, increased promotion strategies through the use of advances in information technology, strategy-making special interest tour packages that minimize the use of the same access to the excavation trucks, and strategies to make special interest tour packages by lake transportations mode in Batur Lake. Local people especially vendors are advised not to disturb tourists, the boat driver to always improve the quality of services to tourists, local governments are advised to make regulations related to the presence of trucks transporting sand and lava’s stone in the use of road access. Travel Berau parties are advised to actively create special interest tour packages (alternative tourism), and promote it by  online and offline technological advances.