DEVELOPMENT STRATEGY OF STRAWBERRY (Fragaria) AGROTOURISM IN

ARADHANA SAWANGAN DISTRICT MAGELANG REGENCY

Ahmad Sultoni¹*., Shofia Nur Awami1 ., Renan Subantoro¹., Aniya Widiyani¹

¹Program Studi Agribisnis Fakultas Pertanian Universitas Wahid Hasyim Semarang

Korespondensi : Alamat email ini dilindungi dari robot spam. Anda memerlukan Javascript yang aktif untuk melihatnya.

Diterima / Disetujui

ABSTRACT

Aradhana Strawberry Agrotourism is an agriculture-based tourism site located in Sawangan District, Magelang Regency. This study aims to analyze internal and external factors, and formulate alternative strategies for developing Aradhana Strawberry Agrotourism. The method used in this research is descriptive method. Determination of the research location used is the purposive sampling method, by taking respondents, which amounted to 30 respondents. The method of data analysis was carried out using the IFE matrix, EFE matrix, and SWOT matrix. The results of the analysis of internal factors (strengths) include the potential of agro-tourism gardens with supporting land for strawberry cultivation, diversification of agro-tourism products, having public facilities, cheap ticket prices, strategic places, short marketing channels. Internal factors (weaknesses) include the absence of bookkeeping, less than optimal promotions, the absence of partners such as tourism bureaus, the education level of the workforce is still low, simple technology. External factors (opportunities) include cooperation with other entrepreneurs, having customers from various circles, lifestyles of people who want to return to nature, support from the local government, fruit trees throughout the year. External factors (threats) include visitors switching to other tourism, pandemics/economic crises, rainy season brings disease. The results of the analysis of the condition of Aradhana Strawberry Agrotourism are in quadrant I with a total IFE matrix score of 3.1 and a total EFE matrix score of 3.03.

Key words : Strategy, Agrotourism, Strawberries, SWOT.

Full Article (Download)