THE READINESS OF THE VILLAGE COMMUNITY "PASIRMULYA" TO DEVELOP A TOURIST HERITAGE DESTINATION COFFEE PUNTANG
Pasir Mulya village community has the potential to become a tourist destination village, but it has not been realized until now. Therefore, there needs to be analytical factors that become strengths, weaknesses, opportunities and threats about the potential of this village. The method used to use SWOT analysis by interviewing some local government officials in formulating tourism village strategy. The results of this research found that the readiness of Pasir Mulya village community has more strengths factor than weakness factor, opportunities factors than threats factors, defensive retrenchment strategy according to SWOT matrix, and aggressive position space matrix strategy through into a tourist destination village. Villagers and village officials should a manage of solidarity that is high in the image of a friendly village, develop a heritage from the Malabar radio station site and the Dutch historical site, and promote the coffee Arabica Puntang the coffee-winning organic coffee in Atlanta.