Analisis Daya Saing Kompetitif Agrowisata Kopi Dusun Sirap, Desa Kelurahan, Kecamatan Jambu, Kabupaten Semarang Menggunakan Pendekatan Diamond Model
| Main Author: | Susiyanti, Ambar |
|---|---|
| Other Authors: | Prihtanti, Tinjung Mary, Nadapdap, Hendrik Johannes |
| Format: | Thesis application/pdf |
| Bahasa: | ind |
| Terbitan: |
Program Studi Agribisnis FPB-UKSW
, 2019
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| Subjects: | |
| Online Access: |
http://repository.uksw.edu/handle/123456789/17247 |
Daftar Isi:
- Tujuan penelitian ini adalah (1) Mengetahui daya saing agrowisata kopi Dusun Sirap dilihat pada aspek kondisi faktor agrowisata, kondisi permintaan agrowisata, industri pendukung agrowisata, strategi daerah dan pesaing agrowisata kopi di Dusun Sirap, (2) Mengetahui strategi kebijakan pengelola agrowisata untuk meningkatkan daya saing agrowisata kopi Dusun Sirap menggunakan konsep bauran pemasaran (product, price, place, dan promotion). Penelitian dilaksanakan pada bulan Februari - Maret 2018, berlokasi di Dusun Sirap. Penelitian menggunakan pendekatan kualitatif. Unit analisis penelitian adalah Kelompok Tani Rahayu IV. Partisipan adalah, pengelola agrowisata kopi Sirap. Key Informant, yaitu penyuluh pertanian dan pembeli produk kopi Sirap. Unit amatan penelitian adalah empat faktor yang diambil dari model Porter’s Diamond,dan menggunakan konsep 4P. Metode pengambilan data melalui wawancara menggunakan kuesioner.Teknik analisis data adalah trianggulasi sumber. Hasil penelitian menunjukkan kondisi faktor agrowisata yaitu perlunya penambahan objek wisata, untuk tenaga kerja cukup baik. Permintaan agrowisata diwakili wisatawan mancanegara dan nusantara yaitu perlunya peningkatan karena wisatawan mancanegara baru 10 persen dari wisatawan nusantara. Strategi daerah agrowisata sudah baik, dengan adanya pembenahan infrastruktur. Industri pendukung agrowisata yakni, produk barang (kopi),jasa pelayanan agrowisata dan tempat produksi bubuk kopi sudah baik. Peran pemerintah memberikan berbagai program kerja dan penyuluhan kepada pengelola agrowisata. Peran peluang, yakni peluang lokasi, masyarakat, kesempatan kerja, usaha, pemerintah, dan finansial. Strategi kebijakan untuk mempertahankan kualitas dan kuantitas produk pihak pengelola menerapkan inovasi secara kaizen. Harga diterapkan sesuai harga pasaran. Strategi tempat adalah mempertahankan kualitas tempat dan membuka cabang berbentuk kedai kopi. Strategi promosi yaitu promosi secara langsung dan secara tidak langsung, serta sering mengadakan event ciri khas Dusun Sirap.
- The purpose of this reseach is (1) Knowing competitiveness of coffee agro tourism Sirap seen in the aspect of agro-tourism factors, the condition of agro-tourism demand, agro-tourism supporting industry, the regional strategy and rivalry of coffe agrotourism in Sirap Hamlet, (2) Know the policy of agro-tourism managers to improve agro-tourism competitiveness Sirap Hamlet coffee uses the marketing mix (product, price, place, and promotion). This research was conducted in February - March 2018, located in Sirap Hamlet. This study uses a qualitative approach. The research analysis unit was Rahayu IV Farmer Group. Participants are, Sirap coffee agro tourism manager. Key Informant, is agricultural extension agents and buyers of Sirap coffee products. The research observation unit is four factors taken from the Porter’s Diamond model, and uses the 4P concept. Methods of data collection through interviews using questionnaires. Data analysis techniques are source triangulation. The results of the study show that the conditions of agrotourism are the need for additional tourism objects, for a good workforce. Agrotourism demand represented by foreign tourists and the archipelago is the need for an increase because new foreign tourists are 10 percent of domestic tourists. Regional agrotourism strategies are good, with infrastructure improvements. Agro-tourism supporting industries namely, goods products (coffee), agrotourism services and coffee powder production sites are good. The role of the government provides various work programs and counseling to agrotourism managers. The role of opportunities, namely location, community, employment, business, government and financial opportunities. The policy strategy to maintain the quality and quantity of products the management implements is kaizen innovation. Prices are applied according to market prices. The place strategy is to maintain the quality of the place and open a coffee shop-shaped branch. Promotional strategies are directly and indirectly promotions, and often holding spacial events at Sirap Hamlet.