Floating Market Tourism Area: Sustainable Tourism Management Strategy

Floating market tourism area Lok Baintan is a unique tourist area in Indonesia. However, the existence of this floating market is still not well managed, so it is less developed. The purpose of this study is to analyze the potential, weaknesses, opportunities, and threats in the management of the Lok Baintan tourism area and determine the sustainable management strategy of the Lok Baintan Floating Market tourism area. Respondents in this study are traders who trade in Lok Baintan Floating Market by 6 people, manager of the Lok Baintan tourism area and at the same time the village head of Lok Baintan by 1 person, and the Tourism Office of South Kalimantan Province by 1 person. SWOT analysis is used to determine the strategy in the management of this tourist area. The results showed that the strategy in the management of this tourism area is to complete tourism facilities, tourism product innovation, enhancing the quality of tourism actors, regeneration of tourism actors, and financial support for enhancing tourism product and facility innovations. The synergy between local government policies and the community as tourism actors is needed to create tourism activities sustainable.