Wijayanto, IsmuhadiHeru (2014) The Strategic Planning of Tourism Based on Strategic Place Triangle Model (A Case Study in Wisata Bahari Lamongan). Magister thesis, Universitas Brawijaya.
Abstract
Pariwisata memiliki pertumbuhan dan diversifikasi menjadi salah satu sektor ekonomi terbesar dan tercepat di dunia. Banyak negara di masa depan yang harus memanfaatkan sektor pariwisata sebagai pendorong kemajuan ekonomi, termasuk Indonesia. Dalam penelitian ini peneliti berlangsung di Wisata Bahari Lamongan (WBL) sebagai objek penelitian. Karena WBL pertama kali dibangun pada tahun 2004, ia telah berkontribusi terhadap pendapatan lokal (PAD). Tapi, enam tahun terakhir WBL telah menurun pengunjung. Dalam penelitian ini menggunakan model strategis Triangle Place sebagai alat analisis untuk memeriksa perencanaan strategis dalam WBL. Strategic Place Triangle (SPT) adalah pendekatan yang mencakup tiga komponen utama yaitu: Posisi, Diferensiasi dan Merek (PDB). Kemudian, perumusan masalah utama dari penelitian ini adalah perencanaan strategis WBL berdasarkan model strategis Segitiga. Penelitian ini akan menggunakan metodologi sistem lunak (SSM). Metodologi sistem lunak cukup relevan untuk menjadi alat untuk analisis model rencana strategis untuk memberikan rekomendasi wisatawan menurun masalah di Wisata Bahari Lamongan. Penelitian ini juga menggunakan analisis SWOT terkait dengan analisis pendukung dan faktor penghambat perencanaan strategis dalam WBL. Hasil penelitian ini terkait dengan perencanaan strategis Wisata Bahari Lamongan (WBL) berdasarkan model strategis Segitiga, perencanaan strategis WBL tidak sepenuhnya sesuai dengan model strategis Segitiga. Karena unsur-unsur posisi dan diferensiasi masih lemah, dan merek itu tidak berkembang dengan baik. Rinciannya adalah: WBL mengatur segmentasi yang ditargetkan adalah semua latar belakang dan usia, sejauh ini pengunjung yang dominan adalah anak usia. WBL membuat laut sebagai faktor utama yang berbeda, dinamakan sebagai pariwisata laut. WBL membangun gambar dengan memberikan kualitas layanan terbaik, keamanan, kenyamanan, kebersihan, dan wahana kualitas terbaik. Faktor pendukung WBL adalah: faktor diferensiasi dan potensi alam WBL terletak di pinggir laut. Berbagai macam wahana dan permainan jarang ditemui di tempat lain. Layanan yang ramah, kebersihan, keselamatan, dan kenyamanan yang disediakan oleh manajemen WBL. dan wacana pengembangan dunia terakhir yang terakhir. Faktor penghambat WBL adalah: Suhu udara WBL cukup panas karena terletak di dekat laut. Tingkat pemeliharaan permainan WBL wides cukup tinggi, karena rentan terhadap karat karena terletak di dekat laut. Biaya masuk relatif mahal, ditambah ada beberapa game yang harus membayar lagi. Akses jalan ke WBL buruk bahwa ia mengganggu kenyamanan pengunjung. Dan yang terakhir, di musim hujan dan angin, sebagian besar game WBL wides akan berhenti beroperasi, terutama wahana luar.
English Abstract
Tourism has growth and diversification to become one of the largest and fastest growing economic sectors in the world. Many countries in the future that should take advantage of the tourism sector as a driver of economic progress, including Indonesia. In this study researcher take a place at Wisata Bahari Lamongan (WBL) as a research object. Since WBL was first built in 2004, it has contributed sizable to local revenue (PAD). But, the last six years WBL has been decreased visitors. In this research used strategic triangle place model as an analysis tool to examine strategic planning in WBL. Strategic Place Triangle (SPT) is an approach that includes three key components namely: Positioning, Differentiation and Brand (PDB). Then, the main problem formulation of this research is the WBL strategic planning based on Strategic Place Triangle model. This research will be using Soft System Methodology (SSM). Soft System Methodology quite relevant to be a tool for analysis the strategic plan model to give recommendations of tourists decreased problem in Wisata Bahari Lamongan. This research also used SWOT analysis related to analysis supporting and inhibiting factors of strategic planning in WBL. The result of this research related to strategic planning of Wisata Bahari Lamongan (WBL) based on Strategic Place Triangle model, the strategic planning of WBL did not completely accordance with the strategic place triangle model. Because positioning and differentiation elements were still weak, and the brand was not well developed. The details are: WBL sets targeted segmentation were all backgrounds and ages, so far the dominant visitors were children age; WBL made the sea as main differentiated factor, so named as marine tourism; WBL build an image by provided best service quality, security, comfortness, cleanliness, and best quality rides. Supporting factors of WBL are: differentiation factor and natural potential of WBL were located on the seafront; a wide variety of rides and games were rarely encountered elsewhere; friendly service, cleanliness, safety, and comfortness provided by the WBL management; and the last, sea world development discourse. Inhibiting factors of WBL are: WBL air temperature was hot enough because it was located near the sea; the level of WBL rides game maintanance were quite high, because it was vulnerable to rust due situated near the sea; the cost of admission was relatively expensive, plus there were some games that have to pay again; access road to the WBL was bad that it interferes to the comfort of visitors; and the last, in the rainy season and wind, most of the WBL rides games will stop operating, especially the outdoor rides.
| Item Type: | Thesis (Magister) |
|---|---|
| Identification Number: | TES/338.479 1/WIJ/s/041407355 |
| Subjects: | 300 Social sciences > 338 Production > 338.4 Secondary industries and services |
| Divisions: | S2/S3 > Magister Ilmu Administrasi Publik, Fakultas Ilmu Administrasi |
| Depositing User: | Endro Setyobudi |
| Date Deposited: | 27 Oct 2014 11:17 |
| Last Modified: | 27 Oct 2014 11:17 |
| URI: | http://repository.ub.ac.id/id/eprint/156047 |
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