Pengembangan Strategi Layanan Desa Wisata Berkelanjutan di Desa Wisata Bansari

Zahra, Salma Fatimatu (2026) Pengembangan Strategi Layanan Desa Wisata Berkelanjutan di Desa Wisata Bansari. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Desa wisata merupakan salah satu bentuk pengembangan pariwisata berkelanjutan berbasis potensi lokal. Desa Wisata Bansari memiliki potensi wisata yang cukup besar, namun pengelolaannya, khususnya pada layanan Embung Bansari, belum dilakukan secara optimal. Oleh karena itu, diperlukan analisis kualitas layanan dan perumusan strategi pengembangan yang tepat untuk mendukung keberlanjutan desa wisata. Penelitian ini bertujuan untuk menganalisis tingkat kepuasan dan kualitas layanan wisata serta merumuskan strategi pengembangan Desa Wisata Bansari yang berkelanjutan. Metode yang digunakan meliputi Customer Satisfaction Index (CSI), Importance Performance Analysis (IPA), analisis SWOT, dan Quantitative Strategic Planning Matrix (QSPM). Data diperoleh melalui survei kuesioner kepada 67 wisatawan Embung Bansari serta Focus Group Discussion (FGD) dengan stakeholder lokal untuk mengidentifikasi faktor internal dan eksternal. Dimensi keberlanjutan yang digunakan meliputi aspek lingkungan, sosial, ekonomi, dan budaya. Hasil penelitian menunjukkan bahwa tingkat kepuasan wisatawan berada pada kategori puas dengan nilai CSI sebesar 74,11%. Analisis IPA mengidentifikasi empat atribut layanan yang menjadi prioritas utama perbaikan, yaitu pengelolaan sampah, manajemen pengelolaan desa wisata, partisipasi masyarakat, dan efektivitas promosi. Berdasarkan hasil FGD, diperoleh nilai matriks Internal Factor Evaluation (IFE) sebesar 3,031 dan External Factor Evaluation (EFE) sebesar 3,402 yang menempatkan Desa Wisata Bansari pada posisi grow and build dalam matriks IE. Posisi ini menjadi dasar perumusan strategi melalui analisis SWOT yang menghasilkan 12 alternatif strategi. Selanjutnya, hasil QSPM menunjukkan tiga strategi prioritas, yaitu pelaksanaan event budaya dan eduwisata melalui promosi relasi perantau, pengembangan homestay berbasis kolaborasi masyarakat, serta pengembangan paket wisata agrowisata terintegrasi dengan promosi digital. Ketiga strategi tersebut diarahkan untuk memperkuat diferensiasi produk wisata, meningkatkan partisipasi dan manfaat ekonomi masyarakat lokal, serta memperluas jangkauan promosi Desa Wisata Bansari. Strategi ini dirumuskan dengan mempertimbangkan visi dan misi Desa Wisata Bansari serta konsep Integrated Rural Tourism Development (IRTD) dan keberlanjutan yang mencakup aspek lingkungan, sosial, ekonomi, dan budaya.
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Tourism villages are a form of sustainable tourism development based on local potential. Bansari Tourism Village has significant tourism potential, but its management, particularly the services provided at Embung Bansari, has not been optimally implemented. Therefore, an analysis of service quality and the formulation of appropriate development strategies are needed to support the sustainability of the tourism village. This study aims to analyze the level of satisfaction and quality of tourism services and formulate a strategy for the sustainable development of Bansari Tourism Village. The methods used include the Customer Satisfaction Index (CSI), Importance Performance Analysis (IPA), SWOT analysis, and Quantitative Strategic Planning Matrix (QSPM). Data were obtained through a questionnaire survey of 67 tourists at Embung Bansari and Focus Group Discussions (FGDs) with local stakeholders to identify internal and external factors. The dimensions of sustainability used include environmental, social, economic, and cultural aspects. The results showed that the level of tourist satisfaction was in the satisfied category with a CSI value of 74.11%. The IPA analysis identified four service attributes as the main priority for improvement: waste management, tourism village management, community participation, and promotional effectiveness. Based on the FGD results, the Internal Factor Evaluation (IFE) matrix value was obtained at 3.031 and the External Factor Evaluation (EFE) was 3.402, which placed Bansari Tourism Village in the grow and build position in the IE matrix. This position became the basis for formulating a strategy through a SWOT analysis that resulted in 12 alternative strategies. Furthermore, the QSPM results showed three priority strategies, namely the implementation of cultural events and educational tourism through the promotion of migrant relations, the development of homestays based on community collaboration, and the development of integrated agrotourism packages with digital promotions. These three strategies are aimed at strengthening tourism product differentiation, increasing participation and economic benefits of the local community, and expanding the promotional reach of Bansari Tourism Village. This strategy was formulated by considering the vision and mission of Bansari Tourism Village as well as the concept of Integrated Rural Tourism Development (IRTD) and sustainability which includes environmental, social, economic, and cultural aspects.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	CSI; Desa Wisata Berkelanjutan; IPA; QSPM; SWOT
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Faculty of Industrial Technology > Industrial Engineering > 26101-(S2) Master Thesis
Depositing User:	Salma Fatimatu Zahra
Date Deposited:	27 Jan 2026 07:22
Last Modified:	27 Jan 2026 07:22
URI:	http://repository.its.ac.id/id/eprint/130533

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