STRATEGY TO INCREASE TOURISTS' INTEREST IN VISITING THE BAJRA SANDHI MUSEUM AS A TOURISM ATTRACTION FOR THE HISTORY OF BALINESE PEOPLE’S STRUGGLE 1

Abstract

The study aims to explore appropriate strategies in attracting tourists to visit the Bajra Sandhi
museum which has historical value as well as factors that influence tourists' interest in visiting
museums which have value of the people's struggle. This study is qualitative research that
uses primary and secondary data sources. The sample selection technique was carried out
using the purposive sampling method. Data collection was undertaken through observation,
semi structured interviews and literature study. Data analysis for this study uses a model
developed by Miles & Huberman through the stages of data collection, data reduction, data
presentation and drawing conclusions. The results of the study show that the right strategy to
increase tourist interest in visiting the museum is carried out by utilizing a strategic location,
adequate service facilities, cultural values of local wisdom and support from the government,
increasing promotions both online and offline as well as better accessibility and increasing
collaboration with tourism actors and travel agencies.