Strategic planning for developing coffee as a tourist attraction in Rural Area (Case study: Campakamulya Village, Bandung, West Java, Indonesia)

Abstract

This research aims to develop strategic planning for rural coffee tourism at Campakamulya Village. Puntang Coffee has successfully become one of the winners in the worldwide coffee competition based on the Specialty Coffee Association of America (SCAA). Campakamulya Village is one of the producers of Puntang Coffee. Coffee as a tourist attraction is one of the key element in rural tourism performance and also as a tool to develop tourism in the area. The PESTLE analysis is used to assess the external factors about rural coffee tourism situation in Campakamulya Village. It also helps to identify factors for developing strategic planning and give conclusions. This research contributes to the community regarding the planning of the rural tourism strategy with an emphasis on coffee as an attraction can contribute to the development of the rural area and integrated approaches to sustainable development.