Putranto, Edwin Yudha (2017) Strategi Pengembangan Wisata Eco Green Park Berbasis Persepsi Konsumen Di Kota Batu. Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui kondisi internal dan kondisi eksternal wisata Eco Green Park melalui persepsi konsumen guna memperoleh rumusan strategi pengembangan yang dapat meningkatkan pendapatan perusahaan dalam persaingan bisnis di bidang wisata yang semakin ketat. Jenis penelitian yang digunakan adalah penelitian deskriptif kualitatif. Metode analisa data menggunakan metode kualitatif yang prosedur analisa data penelitiannya menghasilkan data deskriptif yaitu berupa kata-kata tertulis atau lisan dari orangorang yang dapat diamati dengan tujuan untuk memperoleh data yang lebih akurat. Pengambilan data dilakukan dengan teknik wawancara, observasi, kuesioner kepada konsumen, serta dokumentasi. Dasar perumusan strategi menggunakan analisis SWOT. Analisis ini mengidentifikasi variabel untuk mengetahui faktor internal dan faktor eksternal yang dihadapi pemasaran produk di wisata Eco Green Park, setelah itu memberikan bobot dan rating menggunakan matriks IFE dan matriks EFE. Hasil dari kedua matriks tersebut sebagai bahan pencocokan dalam matriks SWOT. Berdasar tahapan tersebut diperoleh hasil yang menunjukkan perusahaan berada di atas rata-rata. Pengembangan wisata Eco Green Park dinyatakan kuat dimana usaha pengembangan wisata Eco Green Park mampu memanfaatkan kekuatan-kekuatan usahanya dan mengatasi kelemahan usahanya. Wisata Eco Green Park dalam usahanya untuk menjalankan strategi memanfaatkan peluang eksternal dan menghindari ancaman dengan baik.
English Abstract
The objective of research was to understand internal and external conditions of Eco Green Park Tourist Resort based on consumer perception in order to produce a developmental strategy that might increase the income of the resort and help the resort in dealing with atight competition in tourism business. Research type was qualitative descriptive. Data analysis method was qualitative method by which the procedur of data analysis would produce descriptive data, such as written or oral words from the persons observed inorder to obtain more accurate data. Data were collected with interview, observation, questionnaire to consumer, and documentation. Strategy formulation base was using SWOT Analysis. This analysis identified which variables might be helpful to understand internal and external factors encountered by product marketing of Eco Green Park Tourist Resort. After variables were identified, then weight and rating were using IFE and EFE matrixes. Result from both matrixes were the material for comparison in SWOT matrix. Result of research indicated that the resort was positioned above the average. The development of Eco Green Park Tourist Resort was considered as strong because such developmental initiative took benefit from strengths snd dealt withweaknesses. Eco Green Park Tourist Resort also underwent the developmental strategy by utilizing external opportunities and avoiding threats.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FE/2017/777/051801249 |
| Uncontrolled Keywords: | Analisis Internal, Analisis Eksternal, Perumusan Strategi, dan SWOT |
| Subjects: | 300 Social sciences > 338 Production > 338.4 Secondary industries and services > 338.47 Services and specific products > 338.479 1 Services and specific products (Geography and travel) |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Yusuf Dwi N. |
| Date Deposited: | 31 Jan 2018 08:36 |
| Last Modified: | 03 Nov 2021 03:04 |
| URI: | http://repository.ub.ac.id/id/eprint/8635 |
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