Horse Racing Event As A Strategy In Implementing Community-Based Tourism

Abstract

This study describes horse racing as one of the tourist attractions that has cultural value and economic potential in Jeneponto Regency, South Sulawesi. The tradition of horse racing has long lived and developed in the local community, not only as an entertainment event, but also has great potential to be developed as a tourism product based on local wisdom. This study specifically emphasizes the importance of implementing community-based tourism (CBT) as a strategic approach in managing and developing horse racing as a tourist attraction. Through the application of the CBT approach, the active involvement of local communities in every stage of tourism management from planning, implementation, to evaluation is expected to improve the quality of life of the community while maintaining the sustainability of local culture. To identify opportunities and challenges in developing horse racing as a tourism product, this study uses a SWOT analysis to describe the strengths, weaknesses, opportunities, and threats faced in managing horse racing events. In addition, this study also aims to formulate a basic strategy that can be used as a reference in the implementation of effective and sustainable community-based tourism. The main objectives of this study are: 1) to describe the various challenges and opportunities in organizing horse racing events as a tourist attraction; and 2) to formulate a horse racing event management strategy that can support the optimal implementation of CBT. This study uses a qualitative approach with data collection techniques through direct observation in the field, in-depth interviews with relevant stakeholders, and documentation of horse racing practices and traditions that have been carried out for generations in Jeneponto Regency. The results of this study are expected to provide a real contribution to the development of local tourism based on community participation, cultural preservation, and environmental and social sustainability. The results of the study indicate that horse racing in Jeneponto Regency has the potential to become a cultural and sports tourism attraction. Although there are challenges such as limited human resources and facilities, with the right strategy horse racing can become an icon of sustainable tourism and a driver of the local economy. The tradition of horse racing in Jeneponto has high historical and cultural value, but its development is still hampered by the lack of infrastructure and promotion. Its potential is great as a cultural tourism if packaged professionally with a community-based approach. Government support through clear facilities and policies is needed to encourage the desire for this event.