Analisis strategi bisnis agrowisata Kampung 99 Pepohonan Kota Depok, Jawa Barat. Skripsi. Departemen Agribisnis, Fakultas Ekonomi dan Manajemen, Institut Pertanian Bogor

Abstract

Indonesia Tourism is currently developing significantly. The tourism sector had a role in the country's economy with GDP contribution to the tendency to increase. Opportunities tourism sector is prospective to be developed, because in addition to being one of the country foreign exchange earner, tourism trend continues to increase. Changes in preferences and travel trends are turning to nature and educational that observed by entrepreneurs as business opportunities, so many tourism spotsalternate to back to nature concept adapting current consumer tastes. Ecotourism is a series of tourist activities which utilizes agricultural potential as a tourist attraction, both in the form of the potential of the agricultural landscape and the uniqueness and diversity of production activities and agricultural technology as well as cultural farmers. Kampung 99 Pepohonan is abusiness which is engaged in ecotourism. It has good prospects for development. This research was conducted in Kampung 99 Pepohonan motivated by the number of visitors decreased due to less intensive promotional activities, the lack of a clearplan formulation, administrative and financial system is still simple, in additionemployees are family and friends. Therefore, analysis of business strategy for the company in order to operate effectively and efficiently is required. The purpose of this study are: 1) Identify the internal environment into strength and weakness and the external environment into opportunities and threats faced by Kampung 99 Pepohonan, 2) Formulate a strategy for the Kampung 99 Pepohonan based on internal and external company, and 3) Determine the appropriate of priority strategy to be implemented byKampung 99 Pepohonan. The research was conducted in the Kampung 99 Pepohonan, at Meruyungdistrick Limo, Depok City. Data collection was conducted in March-August 2012. Selection of site studies are purposive, motivated by the needs of Kampung 99 Pepohonan to analize developing strategies of tourism, especially ecotourism in Depok. The data used in this research are the primary and secondary data. Primary data were from interviews with four respondents and direct observation, otherwise secondary data were obtained from the monthly and annually firm reports, regulations, organizational structures, literatures, and writings related to research. Supporting data were collected from libraries; FEM IPB, LSI, the Central Bureau of Statistics, and other related institutions. Softwarewhich is usedin this research is matrix IFE to analyze internal environmental factorsKampung 99 Pepohonan, matrix EFE to analyze the external environmental factors Kampung 99 Pepohonan, matrix IE to obtain strategies from the results of matrix IFE and matrix EFE, SWOT matrix to determine strategies which is obtained by identify internal and external factors of the firm, QSP matrix to prioritize strategies derived from the SWOT analysis.