Krisnasari, Arrum (2020) Strategi Pengembangan Pariwisata Cluster I Kabupaten Lumajang Menggunakan Konsep Tourism Branding. Other thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Kabupaten Lumajang memiliki kondisi wilayah yang khas yang didukung oleh kekayaan alam dan budaya yang beraneka ragam, dengan total 82 objek dan daya tarik wisata, namun pada kenyataannya kontribusi terhadap Pendapatan Asli Daerah (PAD) pada tahun 2017 hanya sebesar 1,03%. Hal ini karena kurangnya promosi pariwisata yang ada sehingga belum banyak dikenal oleh masyarakat luas. Di cluster I (Senduro dan sekitarnya) memiliki total 18 objek dan daya tarik wisata, tetapi hanya beberapa pariwisata yang dikenal oleh masyarakat. Padahal, telah terdapat kesiapan dari masyarakat di cluster I serta terdapat dukungan sarana dan prasarana yang memadai. Perlu adanya promosi pariwisata dengan menciptakan suatu identitas yang menjadi ciri khas atau brand yang berbeda dengan kawasan lain sesuai dengan karakteristik tourism branding masing-masing pariwisata.
Metode pendekatan yang digunakan dalam penelitian ini yaitu desriptif kualitatif-kuantitatif. Untuk mengidentifikasi faktor-faktor internal dan eksternal yang berpengaruh pada pengembangan branding pariwisata dilakukan dengan menggunakan content analysis. Selanjutnya mengelompokkan objek dan daya tarik wisata di cluster I (Senduro dan sekitarnya) berdasarkan kedekatan faktor branding pariwisata dengan menggunakan metode analisis multidimensional scalling. Kemudian untuk merumuskan strategi pengembangan pariwisata di cluster I (Senduro dan sekitarnya) menggunakan konsep branding bagi setiap kelompok yang terbentuk dilakukan dengan menggunakan analisis IFAS EFAS.
Berdasarkan analisis yang telah dilakukan, diperoleh 4 kelompok kriteria branding, yaitu kelompok tourism branding kurang, rendah, sedang, dan tinggi. Rumusan strategi prioritas untuk pengembangan pariwisata di cluster I perlu diperhatikan untuk kelompok tourism branding kurang dengan strategi sebagai berikut: melakukan promosi daya tarik wisata melalui event tahunan seduh kopi yang dilakukan oleh pemerintah Kecamatan Pasrujambe, melakukan promosi daya tarik wisata yang ada di Kecamatan Gucialit melalui event Loemadjang Mbiyen, merancang paket wisata kebudayaan dengan wisata alam yang ada di Kecamatan Senduro, serta mempromosikan keunikan daya tarik Watu Klosot dengan daya tarik alam dan spiritual dalam event-event dengan skala kabupaten.
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Lumajang district is a unique region supported by the richness of diverse cultural and natural wealth with a total of 82 objects and tourist attractions. However, in reality, the contribution of locally-generated revenue in 2017 was only 1,03%. This phenomenon occurred due to the lack of tourism promotion which caused the city to be less known in the community. In the cluster one (Senduro and its surroundings), it has 18 objects and tourist attractions in total, yet only several of them are widely known by the community. In the contrary, there was already readiness among the cluster one community along with the full adequate facilities and infrastructure support. The emerging need for tourism promotion with creating a brand, particular identity, or characteristic that differentiates from other regions is full at stake.
The approach method of this study is using a qualitative-quantitative descriptive method. Identifying the internal and external factors that affect tourism branding development is conducted using content analysis. Furthermore, the multidimensional scaling analysis method is used to classify the objects and tourist attractions in cluster one (Senduro and its surroundings) based on the proximity of tourism branding factors. Then, IFAS EFAS analysis is applied to formulate the tourism development strategy in cluster one (Senduro and its surroundings) by using a branding concept for each group that had been formed.
Based on the analysis that have been conducted, it resulted in 4 groups of tourism branding categories such as deficient, low, medium, and high. The priority strategy formulation for developing the tourism branding group which categorized as deficient in cluster one demanded more attention. The strategies were boosting the tourism promotion by arranging annual coffee brewing event by Pasrujambe sub-district, arranging “Loemadjang Mbiyen” event in Gucialit sub-district to boost its tourist attraction, organizing tourism package of cultural and natural wealth in Senduro sub-district, and promoting the uniqueness of Watu Klosot with natural and spiritual attraction in district-scale events.
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | Tourism Branding, Pengembangan Wisata, Kabupaten Lumajang, Tourism Branding, Tourism Development, Lumajang District |
| Subjects: | G Geography. Anthropology. Recreation > G Geography (General) > G155 Tourism |
| Divisions: | Faculty of Civil, Planning, and Geo Engineering (CIVPLAN) > Regional & Urban Planning > 35201-(S1) Undergraduate Thesis |
| Depositing User: | Arrum Krisnasari |
| Date Deposited: | 20 Aug 2020 03:54 |
| Last Modified: | 14 Jun 2023 05:24 |
| URI: | http://repository.its.ac.id/id/eprint/79161 |
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