PENDEKATAN SWOT DALAM PENGEMBANGAN OBJEK WISATA KAMPOENG DJOWO SEKATUL KABUPATEN KENDAL

Abstract

Kampoeng Djowo Sekatul is one of tourist resort in Kendal. It was built approximately five years with total of tourist who always increase every year and also the strengths of Sekatul in nature side and culture make it have a high potential in tourism industry. The problems, Sekatul isn’t really well known in big society out of Kendal and the surrounding. This study aims to formulate developing of strategy in Kampoeng Djowo Sekatul with SWOT approach defined by Freddy Rangkuti, analyze external factor and internal factor. In this research, data which is used is primary and secondary of data. Accidental sampling is used for sampling method which it for anyone of tourist and in additional for key person of Kampoeng Djowo Sekatul. The total sample is 110 people. This study shows from SWOT Analysis which is used EFE Matrix, IFE Matrix, SWOT Matrix, and, IE Matrix. External factor which have higher scor is the opportunities for conserve a culture, while the higher threats is tourism competition between tourist resort. Internal factor which have higher scor is the strength of the beautiful scenery, while the higher weakness is the price of facilities so expensive. The average total scor of IFE is 2,82297, it means the internal position of Sekatul is strong to strength and weakness. While the average total scor of EFE is 2,775885, it means the external position of Sekatul is have good response to opportunities and threats. The suitable strategy to be applied in Kampoeng Djowo Sekatul is penetrating strategy of market and product development strategy.