Strategi Pengembangan Program Edukasi Agrowisata Wringin Sejahtera

Abstract

Agrowisata Wringin Sejahtera merupakan destinasi wisata berbasis pertanian yang berlokasi di Kabupaten Tegal, Jawa Tengah. Meskipun memiliki potensi besar, jumlah pengunjung mengalami fluktuasi karena keterbatasan inovasi atraksi dan belum optimalnya program edukasi. Penelitian ini bertujuan untuk menganalisis model bisnis Agrowisata Wringin Sejahtera menggunakan pendekatan Business Model Canvas (BMC) dan Plus Minus Implication Analysis (PMIA), serta merumuskan strategi pengembangan berbasis data. Metode yang digunakan mencakup analisis deskriptif kualitatif dan kuantitatif dengan data primer dan sekunder yang diperoleh melalui wawancara, observasi, dan studi literatur. Hasil penelitian menunjukkan bahwa elemen-elemen BMC seperti Revenue Streams, Customer Relationship, dan Channels perlu diperkuat, terutama melalui pengembangan program edukasi dan diversifikasi layanan wisata. Strategi pengembangan disusun melalui penyusunan paket wisata edukatif yang terstruktur, integrasi petik buah dan interaksi dengan satwa, serta perbaikan promosi digital. Dari sisi kelayakan finansial, perhitungan menunjukkan Break Even Point (BEP) tercapai dalam waktu 2,4 bulan dengan R/C Ratio sebesar 4,97 yang menandakan program sangat layak dan menguntungkan secara ekonomi. Penelitian ini menyimpulkan bahwa penerapan BMC dan PMIA secara simultan efektif dalam mengidentifikasi kekuatan dan kelemahan bisnis serta menyusun strategi pengembangan agrowisata berbasis edukasi yang berkelanjutan.

Wringin Sejahtera Agrotourism is a farm-based tourism destination located in Tegal Regency, Central Java. Despite its significant potential, fluctuations in visitor numbers occur due to limited attraction innovation and the suboptimal implementation of educational programs. This study aims to analyze the business model of Wringin Sejahtera Agrotourism using the Business Model Canvas (BMC) and Plus Minus Implication Analysis (PMIA) approaches, and to formulate development strategies based on data. The research employs both qualitative and quantitative descriptive methods, utilizing primary and secondary data collected through interviews, observations, and literature reviews. The findings indicate that key BMC components such as Revenue Streams, Customer Relationship, and Channels require strengthening, particularly through the development of structured educational tourism programs and diversification of services. Development strategies include the design of integrated educational packages, fruit-picking activities, animal interaction experiences, and enhanced digital promotion. From a financial feasibility perspective, calculations show that the Break Even Point (BEP) can be reached within 2.4 months, with a Revenue/Cost Ratio (R/C Ratio) of 4.97, indicating high economic viability. The study concludes that the combined use of BMC and PMIA is effective in identifying business strengths and weaknesses and formulating sustainable development strategies for educational agrotourism.