Year: 2024 | Month: January | Volume: 11 | Issue: 1 | Pages: 264-277
DOI: https://doi.org/10.52403/ijrr.20240128
Agrotourism Business Development Strategy “Eptilu” in Garut Regency
Chikameirani Adhanisa1, Siti Jahroh2, Anna Fatchiya3
1,2School of Business, IPB University, Jl. Raya Padjadjaran Bogor, Indonesia
3Department of Communication and Community Development Science, IPB University, Bogor 16680, Indonesia
Corresponding Author: Chikameirani Adhanisa
ABSTRACT
Agrotourism is one of the most popular tourism concepts in Indonesia. During the pandemic, many agrotourism closed permanently due to government regulations such as PSBB and PPKM that prohibit community activities outside their house. This regulation is strictly enforced as on the efforts to cut off the chain of transmission of Covid-19 itself. This study aims to help formulate business strategies that can be implemented in Eptilu Agrotourism as an effort to improve business and also gain a wide market share. Data was obtained from observations, direct interviews and questionnaires. The number of internal respondents for Eptilu Agrotourism was 10 people, while the number of respondents to analyze the level of visitor satisfaction was 78 visitor respondents. This research method uses qualitative and quantitative methods with various analytical tools such as internal analysis using IFE matrix, external analysis using EFE matrix and IPA, IE matrix, SWOT matrix, and QSPM matrix. The results showed that nine strategy proposals were obtained and sorted by priority. The main priority strategy that emerged was related to human resource development in Eptilu Agrotourism.
Keywords: agrotourism, business strategy, new normal, pandemic, qspm
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