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STRATEGI PENGEMBANGAN OBJEK WISATA CEMORO SEWU DI KABUPATEN SELUMA Siti Hanilaa,*, Zahrah Indah Ferinab A,Buniversitas Dehasen Bengkulu, Jl

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STRATEGI PENGEMBANGAN OBJEK WISATA CEMORO SEWU DI KABUPATEN SELUMA Siti Hanilaa,*, Zahrah Indah Ferinab A,Buniversitas Dehasen Bengkulu, Jl Jurnal Ekonomi Manajemen Volume 6 Nomor 2 (November 2020) 74-84 http://jurnal.unsil.ac.id/index.php/jem ISSN 2477-2275 (Print) ISSN 2685-7057 (Online) STRATEGI PENGEMBANGAN OBJEK WISATA CEMORO SEWU DI KABUPATEN SELUMA Siti Hanilaa,*, Zahrah Indah Ferinab a,bUniversitas Dehasen Bengkulu, Jl. Meranti No. 32 Sawah Lebar, Ratu Agung, Kota Bengkulu, Indonesia *[email protected] Diterima: Juli 2020. Disetujui: November 2020. Dipublikasikan: Desember 2020. ABSTRACT Bengkulu Province is one of the Tourism Destination Areas (DTW) of Indonesia in Sumatra. As a tourist destination. Cemoro Sewu attractions see the need to improve services to tourists, both in terms of improving the quality of human resources, as well as improving tourist facilities and infrastructure as an effort to attract tourists to visit. Transferring the status of tourist sites from nature reserves to natural tourism parks (TWA) will bring a positive impact on tourism in Seluma Regency. The purpose of this study is to study and analyze what internal and external factors support and hinder the development of Cemoro Sewu Tourism Obejek and determine how the development strategy will be. Data collection methods used are literature study methods and questionnaires by completing the questionnaire list to respondents. Sampling is done randomly or random sampling without regard to strata that are in the population, if members of the population are considered homogeneous. Assumptions of effective strategies to maximize the power and opportunities for enhancing tourism objects and opportunities and challenges. The analytical method used in this study is the SWOT (Strength, Weaknesses, Opportunity, Threats) analysis method. Data obtained from the results of the study will be analyzed the strengths, weaknesses, opportunities and risks of the application of marketing strategies in the context of developing Cemoro Sewu Tourism Objects. To determine future development strategy formulations, the combined marketing strategy formulations are approved through the SWOT matrix. Keywords: Cemoro Sewu tourism; development strategy. ABSTRAK Provinsi Bengkulu adalah salah satu Daerah Tujuan Wisata (DTW) Indonesia di Sumatera. Sebagai tujuan wisata. Objek wisata Cemoro Sewu melihat perlunya meningkatkan pelayanan kepada wisatawan, baik dari segi peningkatan kualitas sumber daya manusia, maupun peningkatan sarana dan prasarana wisata sebagai upaya menarik wisatawan untuk berkunjung. Memindahkan status lokasi wisata dari cagar alam ke taman wisata alam (TWA) akan membawa dampak positif bagi pariwisata di Kabupaten Seluma. Tujuan dari penelitian ini adalah untuk mempelajari dan menganalisis faktor internal dan eksternal apa yang mendukung dan menghambat pengembangan Wisata Cemoro Sewu Obejek dan menentukan bagaimana strategi pengembangan akan. Metode pengumpulan data yang digunakan adalah metode studi literatur dan kuesioner dengan melengkapi daftar kuesioner kepada responden. Pengambilan sampel dilakukan secara acak atau acak tanpa memperhatikan strata yang ada dalam populasi, jika anggota populasi dianggap homogen. Asumsi strategi yang efektif untuk memaksimalkan kekuatan dan peluang untuk meningkatkan objek dan peluang dan tantangan pariwisata. Metode analisis yang digunakan dalam penelitian ini adalah metode analisis SWOT (Strength, Weaknesses, Opportunity, Threats). Data yang diperoleh dari hasil penelitian akan dianalisis kekuatan, kelemahan, peluang dan risiko penerapan strategi pemasaran dalam konteks pengembangan 75 Siti Hanila, Zahrah Indah Ferina/ Jurnal Ekonomi Manajemen 6 (2) (November 2020) 74-84 Objek Wisata Cemoro Sewu. Untuk menentukan formulasi strategi pengembangan masa depan, formulasi strategi pemasaran gabungan disetujui melalui matriks SWOT. Kata Kunci: wisata Cemoro Sewu; strategi pengembangan. ada di Desa Kungkai Baru sangat tepat PENDAHULUAN untuk ditawarkan kepada wisatawan. Sebagai sektor andalan, pariwisata Rumah Ibadah (Pura) seperti di Bali yang diharapkan mampu menjadi salah satu biasa dipergunakan oleh umat beragama sumber pendapatan, pemicu pertumbuhan Hindu untuk beribadah dapat dijadikan ekonomi, dan membuka peluang kerja serta sebagai spot berfoto yang menarik, semua berusaha, terutama bagi masyarakat sekitar potensi tersebut dapat dijadikan salah satu objek wisata, juga diharapkan dapat perioritas Pemerintah Kabupaten Seluma memperkenalkan dan memasarkan produk dalam rangka pengembangan pariwisata. hasil industri rumah tangga ketingkat Tujuan penulisan ini adalah untuk regional. Pengembangan pariwisata yang memberikan alternatif strategi terencana akan memberi manfaat bagi pengembangan bagi insdutri pariwisata di masyarakat. Ketersediaan fasilitas serta desa Kungkai Baru, yang diharapkan dapat infrastruktur yang baik dan lengkap di membantu perkembangan dan kemajuan sekitar objek wisata merupakan factor objek wisata “Cemoro Sewu” secara khusus penting dalam rangka Pengembangan dan meningkatkan perekonomian dan Daerah Tujuan Wisata (DTW). kesejahteraan masyarakat desa Kungkai Pengembangan pariwisata bertujuan Baru dan sekitarnya secara umum. untuk memanfaatkan daya tarik objek wisata yang berbentuk kekayaan alam, METODE PENELITIAN keragaman flora fauna, dan seni budaya. Objek dalam penelitian ini adalah Ojek Provinsi Bengkulu adalah salah satu daerah Wisata Cemoro Sewu. Aspek penelitian ini wisata yang cukup berpotensi untuk difokuskan pada strategi pengembangan dijadikan sektor unggulan dalam objek wisata Comoro Sewu di Kabupaten pembangunan perekonomian yang diikuti Seluma. Sedangkan unit analisis dalam dengan pembangunan sektor lain. penelitian ini adalah kawasan pantai Desa Kungkai baru merupakan salah Kungkai Baru dan Cagar alam hutan satu desa yang ada di kabupaten seluma Cemara dan adat istiadat masyarakat Bali memiliki pesona alam dan budaya yang sebagai objek daya tarik wisata di Desa indah. Penduduk desa Kungkai Baru lebih Kungkai Baru. kurang berjumlah 1.890 jiwa yang tersebar Penelitian ini bersifat deskriptif, dalam 5 (lima) wilayah dusun, terletak di dilakukan untuk mendapatkan gambaran Kecamatan Air Periukan Kabupaten atau deskripsi tentang penilaian aspek- Seluma dengan luas wilayah sebesar 10.040 aspek pengembangan objek wisata yang ha dan berada pada ketinggian ±1,5 m di dilakukan menggunakan teknik analisis atas permukaan laut yang berbatasan SWOT, yaitu analisis untuk menemukan langsung dengan daerah konservasi cagar kekuatan, kelemahan, peluang dan ancaman alam. Suasana Pantai yang indah ini terhadap produk, pasar, kebijakan dan mendapatkan pemeliharaan dari BKSDA program pemasaran. Metode yang Provinsi Bengkulu, Pohon-pohon cemara digunakan dalam peneltian ini adalah yang terdapat di sepanjang pantai Kungkai metode survey, dimana informasi diperoleh Baru yang ditanam oleh BKSDA Propinsi dari responden yang dikumpulkan secara Bengkulu bertujuan untuk mengurangi empiric untuk memperoleh pendapat dari tingkat abrasi ombak. Keindahan sebagian populasi terhadap objek Pantai/laut serta Seni dan Budaya Bali yang 76 Siti Hanila, Zahrah Indah Ferina/ Jurnal Ekonomi Manajemen 6 (2) (November 2020) 74-84 penelitian. Berdasarkan jenis data dan dianalisa kekuatan dan kelemahannya serta analisisnya, peluang dan ancaman terhadap penerapan Populasi adalah objek atau subyek strategi dalam rangka meningkatkan minat yang mempuyai kualitas dan karakteristik wisatawan. Agar dapat memformulasikan tertentu yang ditetapkan oleh peneliti untuk strategi pemasarannya, maka digunakan dipelajari dan kemudian ditarik penggabungan formulasi strategi kesimpulanya. Populasi meliputi seluruh pemasaran yang dihubungkan melalui karakteristik atau sifat yang dimiliki oleh matriks SWOT. subyek atau objek tersebut (Sugiyono, Udaya, dkk (2013: 40) Analisis SWOT 2012). Populasi dalam penelitian ini adalah adalah analisis kekuatan (strength), masyarakat dan pengunjung objek wisata, kelemahan (weakness), peluang pengelola Objek Wisata serta pemerintah (opportunities), ancaman (threats) yang setempat. dihadapi perusahaan atau organisasi. Pengambilan sampel dilakukan secara Melalui analisis ini pemimpin atau manajer random atau penentuan sampel secara acak dapat menciptakan tujuan sepintas tanpa memperhatikan strata yang ada dalam (overview) secara cepat mengenai situasi populasi, Jika anggota populasi dianggap stratejik organisasi. Stength adalah homogen (Sugiyono 2012: 82). kekuatan internal yang dimiliki perusahaan, Data primer adalah data diperoleh dari daya saing dan kemanpuan memenuhi jawaban responden yang ada di objek permitaan pasar. Yang didukung oleh Wisata Cemoro Sewu terhadap wawancara Kemampuan Finansial, Kualitas SDM yang pengisian kuesioner yang disampaikan baik, Tehnologi yang digunakan, Brand langsung oleh peneliti. Data sekunder perusahaan, Market leader dan hubungan adalah data penelitian yang diperoleh perusahaan dengan konsumen. peneliti secara tidak langsung melalui a. Weakness adalah kelemahan internal media perantara atau diperoleh dan dicatat perusahaan, seperti keterbatasan dan oleh pihak lain. Data tersebut diperoleh dari kekurangan dalam finansial, sumber Instansi terkait, Pengelola Objek Wisata daya manusia, penerapan tehnologi Cemoro Sewu, jurnal ekonomi dan literatur sehingga menghambat kinerja lain yang membahas mengenai materi perusahaan. penelitian berupa peta, data jumlah b. Opportunity adalah peluang atau situasi pengunjung dan dokumen-dokumen penting yang menguntungkan dari luar lainnya yang berhubungan dengan objek perusahaan. Sumber dari situasi penting wisata Cemoro Sewu. dari luar perusahaan yaitu masyarakat Teknik analisis data
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