SWOT Analysis for Cultural Sustainable Tourism at Denpasar City Case Study: SWOT Analysis in Puri Agung Jro Kuta

Puri Agung Jro Kuta is one cultural tourist destination in Denpasar, Bali which is not yet explored. Denpasar as a capital city of Bali is very famous with Sanur Beach, but only a few tourists know about Puri Agung Jro Kuta as a cultural tourist destination. The aim of this research is to identify the strengths, weaknesses, opportunities, and threats of Puri Agung Jro Kuta as a cultural tourist destination in Denpasar. Furthermore, this research will be used for tourism planning by listing the advantages and challenges in the process. In attempt to diagnose the strengths, weaknesses, opportunities, and threats of Puri Agung Jro Kuta, in the current status and potential, this research conducted a SWOT analysis on this tourism sector. This research used qualitative method to heighten the result of the research. The data collection procedure was by semi-structure interview and observation. In addition, to enrich the result, this research was also supported by the literature review both printed or online which in line with the grand theme of the research. SWOT analysis for Puri Agung Jro Kuta identified eleven strenghts, six opportunities, seven weaknesses, and five threats.