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Journal > Indonesian Journal of Business and Entrepreneurship (IJBE) > MARKETING STRATEGIES FOR DEVELOPING AGROTOURISM IN JEMBER REGENCY


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Indonesian Journal of Business and Entrepreneurship (IJBE)
Vol 1, No 3 (2015): IJBE, Vol. 1 No. 3, September 2015
Article Info   ABSTRACT
Published date:
28 Sep 2015
This research was aimed to identify the agrotourism potential in Jember Regency, to identify the condition of internal and external environment of Sukorambi Botanic Garden. The research used the Importance Performance Analysis (IPA) method to find out the level of the visitors’ interest and satisfaction. For the internal and external analyses, the Internal Factor Evaluation (IFE) method, the External Factor Evaluation (EFE) method,  Strength Weakness Opportunity and Threat (SWOT) and the Analytic Hierarchy Process (AHP) were used to determine the strategies for marketing Sukorambi Botanic Garden. Three resource persons were used by purposive sampling technique. Thirty respondents were used for analytical level of interest by distributing questionnaires to visitors. The results of the research showed that the priorities of marketing Sukorambi Botanic Garden were 1) the strategy to maximize the concept of recreation while studying  such as crop cultivation and animal farming, 2) the strategy to increase the number of outbound games, 3) the strategy to coordinate intensively with stakeholders for improvement and sustainable development, 4) the strategy to get a loan from  a financial institution to increase capital, 5) the strategy to optimize promotion activities, (6)  the strategy to improve the quality of community services through improved performance and transportation facilities, 7) the strategy to improve the quality of services through trainings for the employees to improve the company’s management system, 8) the strategy to realize facility development on the remainder of the land  accompanied by improvement of existing facilities, and 9) the strategy to optimize online promotion activities.    Keywords: Agrotourism, marketing development strategy, Sukorambi Botanic Garden, AHP, SWOT
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