Tourism Product Development Strategy (Study on the Botubarani Whale Shark Tourism Object, Bone Bolango Regency)


Authors : Andi Yusniar Mendo; Syamsul B. Biki; Rosna Musa; Arif Afriyanto Yasin

Volume/Issue : Volume 7 - 2022, Issue 9 - September

Google Scholar : https://bit.ly/3IIfn9N

Scribd : https://bit.ly/3y8Ytyr

DOI : https://doi.org/10.5281/zenodo.7133884

This study aims to determine the strategy for developing tourism products at the Whale Shark Tourism Object in Botubarani Village, as well as what alternative strategies are proposed to be implemented. This research is important for the Tourism Awareness Group (POKDARWIS) as the manager of tourism objects and becomes a study material in implementing tourism product development strategies in these tourist destinations. This type of research is qualitative with source triangulation method. Data collection techniques were carried out by interviewing and filling out questionnaires on selected informants based on aspects related to tourism product development strategies. Analysis of the data used is descriptive analysis using the SWOT (strength, weakness, opportunity, threat) analysis method. The results of the analysis show that Botubarani Whale Shark Tourism is located in quadrant I on the Cartesian Diagram which has a good value weight in the organization's internal factors, namely strengths and external factors, namely opportunities. This has the power to take advantage of existing opportunities (Growth oriented strategy). Alternative development strategies that are in accordance with the existing situation, the researcher recommends 3 alternative development strategies obtained from the combination of Strength and Opportunities, namely: (1) Increasing promotion and improving development programs to better attract visitors so that they are ready to face competition between tourist objects (2) Coordinating with the private sector and government to invest in tourism development (3) Increasing tourism promotion through social media.

Keywords : Whale Shark; SWOT analysis; Development Strategy.

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29 - February - 2024

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