Taman Ayun Tourism Attraction Development Strategy in Badung Regency
Keywords:
Development Strategy, Taman Ayun Tourist Attraction, SWOT Analysis.Abstract
This study aims to determine the development strategy of swing park attraction in Badung regency. This research uses SWOT analysis techniques involving 5 informants and 5 respondents, then for data collection is done by observation, interview, documentation and questionnaire techniques. There are two types of questionnaires, namely a weight questionnaire for informants and a rating questionnaire for respondents. The internal variable questionnaire has 4A namely Attraction, Accessibility, Amenities, Ancillary. There are 12 internal indicators, 10 indicators as strengths and 2 indicators as weaknesses. As for the external variables, there are 6 variables, namely Government, Government cooperation, Competitors, Social and economic, Cultural, Security and Threats. There are 13 external indicators, with 9 indicators of opportunities and 4 indicators of threats. Through the IFAS and EFAS matrix analysis, the score for IFAS is 3.38 and EFAS is 3.73, which means that Taman Ayub Tourism Attraction is in quadrant I, namely the Growth position. So that the SO strategy is obtained, among others, keep maintaining the attractiveness of (1) Beauty; (2) Lush; and (3) Environmental comfort owned by Taman Ayun Tourism in order to continue to grow. ST strategies include increasing competitiveness by exploiting the attractiveness of (1) Beautiful reliefs; (2) Nature that is still beautiful and neatly arranged; (3) Clean tourist areas; and (4) A comfortable atmosphere. WO strategies include submitting applications to the government or related parties regarding the provision of dining facilities. And WT strategies include collaborating with other tourist attractions to create joint tour packages.
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