Strategi Pengembangan Program Ekowisata Berbasis Preferensi Pengunjung di Wana Wisata Gunung Puntang, Jawa Barat

Abstract

Wana Wisata Gunung Puntang memiliki potensi wisata alam, sejarah, dan konservasi sebagai destinasi ekowisata berkelanjutan, namun program wisata masih didominasi aktivitas rekreasi dan belum terintegrasi optimal dengan edukasi sejarah dan konservasi. Penelitian ini bertujuan mengidentifikasi kondisi program ekowisata, preferensi pengunjung, faktor internal dan eksternal, serta merumuskan strategi pengembangan program ekowisata berbasis preferensi pengunjung. Penelitian menggunakan pendekatan kualitatif dan kuantitatif melalui observasi, wawancara, dokumentasi, dan kuesioner kepada 200 responden dengan teknik accidental sampling. Analisis data dilakukan secara deskriptif dan SWOT menggunakan matriks IFAS dan EFAS. Hasil penelitian menunjukkan Gunung Puntang berpotensi mengembangkan ekowisata berbasis sejarah dan konservasi melalui program edukasi Radio Malabar, konservasi Owa Jawa, dan bioskop alam. Strategi yang direkomendasikan meliputi penguatan program edukasi, pengembangan paket wisata terpadu, peningkatan media interpretasi, optimalisasi promosi digital, serta pelibatan masyarakat lokal untuk mendukung pengelolaan ekowisata berkelanjutan.

Gunung Puntang Nature Tourism Park has natural, historical, and conservation potential as a sustainable ecotourism destination. However, its tourism programs are still dominated by recreational activities and have not been optimally integrated with historical and conservation education. This study aims to identify the current condition of ecotourism programs, visitor preferences, internal and external factors, and to formulate visitor preference-based strategies for ecotourism program development. The study employed qualitative and quantitative approaches through observations, interviews, documentation, and questionnaires administered to 200 respondents selected using an accidental sampling technique. Data were analyzed descriptively and using SWOT analysis with the IFAS and EFAS matrices. The results indicate that Gunung Puntang has strong potential to develop history- and conservation-based ecotourism through the Radio Malabar educational program, Javan gibbon conservation, and an outdoor cinema. The recommended strategies include strengthening educational programs, developing integrated tourism packages, improving interpretive media, optimizing digital promotion, and involving local communities to support sustainable ecotourism management.