Pengembangan Kawasan Wisata Unggulan di Kecamatan Ambulu, Kabupaten Jember

Abstract
Ambulu District has a tourism potential, going to natural, artificial to cultural tourism objects. There are eight (8) tourism objects in Ambulu District. The tourism potential of Ambulu District is in accordance with existing policies in Jember Regency. Jember Regency is designated as an ijen cluster, the ijen cluster is a cluster formed from the similarity of the leading sectors, namely agro-tourism (tourism, plantation and fishery sectors), besides that in the East Java RPJMD 2019 - 2024 Jember Regency is also included in the tourism and maritime corridor which means the existing condition of the Regency Jember strongly supports the development of the tourism sector. However, in its development there has been no policy or direction regarding tourism, only one of the missions in the RPJMD of Jember Regency 2016-2021, namely "Increasing the contribution of the tourism sector in order to realize Jember as one of the main tourist destinations of East Java", this is a contrast where the District with the greatest potential, there is no specific strategic direction regarding tourism. Solving the problem of developing superior tourism objects in Ambulu District is carried out using the Mix Methods method, which is looking for qualitative data with quantitative methods. The analysis used to solve this problem is scoring analysis and AHP (Analytical Hierarchy Process) analysis. Scoring analysis is used to find the classification of the development of tourist objects in Ambulu District which has not been previously known, and the perception of tourists towards tourism objects so that a development strategy is obtained according to the classification. While AHP is used to formulate strategic directions based on development priorities that have been chosen by the experts, the selected experts are from the Jember Regency Tourism and Culture Office, Ambulu District OPD and POKMAS in Ambulu District. The final result that is expected from this study is that the strategic direction can be used as an input to the Jember Regency Government as an embodiment or option in formulating policies regarding tourism in accordance with the mission of the Jember Regency RPJMD, as well as increasing and building public awareness of Ambulu District about the importance of developing an area. tourism in improving the quality of life in the economic sector.

Keywords: Strategic Directions, Regional Development, Tourist Attractions.