Analisis Daya Tarik Wisata Rumah Tradisional Masyarakat Kampung Loloan, Jembrana-Bali

This research aimed at finding out the condition of tourist attraction of Loloan traditional houses from the internal and external aspects. This study is a descriptive qualitative study using a SWOT analysis. The informants were chosen based on purposive sampling. The results of the internal aspect analysis reveal that Loloan traditional houses are unique and have their own characteristics. Besides, other tourist attractions can support the attractiveness of Loloan traditional houses. They are Makam Keramat Buyut, a sacred cemetery, Baitul Qhadim Mosque, and Ijo Gading River. But, on another side, Loloan traditional houses also posses some weaknesses that need to be improved. Their weaknesses are no an organization manage the tourist attraction as well as the facilities which are still considered lack. The results of external aspect analysis show that Loloan traditional houses bring the possibility for the local community to earn more income and to improve their economic state. It also can be a form of culture conservation. But it cannot be neglected that Loloan traditional houses will disappear one day as most of the local people started to build their houses in modern style. The competition with other tourist attractions can be considered as another threat to the existence of Loloan traditional houses Keywords: SWOT Analysis, Traditional House, Loloan Community