Penetapan Strategi Pengembangan Wisata dengan Menggunakan Strategy-formulation Framework (Studi Kasus pada Agrowisata Kampoeng Kopi Banaran)

摘要

Kampoeng Kopi Banaran Agrotourism is a tourist destination in Semarang Regency. It is managed by PT Perkebunan Nusantara IX, Bawen. Nowadays, Kampoeng Kopi Banaran Agrotourism has a development tourism. However, decreasing of visitors and fluctuation of profit took place in 2013 and 2014. Preliminary questionnaire given to 30 visitors shows that 20% of visitors prefers Kampoeng Kopi BanaranAgrotourism as a main destination, while the rest 80% of the visitors prefers Kampoeng Kopi BanaranAgrotourism not to be the main destination. Furthermore, 86,67% of visitors demands a suitable development or increase of tourist attraction, 13,33% of visitors declares those unessential. Internal and external variables of environmental analysis are used in this research, which consist of attraction, accessibility, amenity, safety, ancilary, activity, social issues dan community involvment. The following step is constructed with formulation of strategy with SWOT matrix, IE matrix, SPACE matrix, and Grand Strategy matrix which is resulting in market penetration strategy, product development strategy, and future integration strategy. Strategy implementation with QSPM shows the biggest total score with product development strategy (score of 5,829). Market penetration strategy (score of 5,751) as the second priority and future integration strategy (score of 4,686) as the third priority.