Penentuan Strategi Pengembangan Pariwisata Menggunakan Metode Analisis SWOT (Studi pada Pemandian Air Panas atau Hot Spring di Kelurahan Siogung-Ogung Kecamatan Pangururan Kabupaten Samosir)

Abstract

Hot spring is a tourist attraction that has the potential to attract more visitors if developed with good strategy. Therefore , researchers interested in studying how to develop the tourist hot spring and strategies that can be done. This study aims to , first to analyze the factors that the strengths, weaknesses, opportunities and threats to tourism Hot Spring in Pangururan Samosir. Second, determine the right marketing strategy in tourism Hot Spring is based on the analysis of strengths , weaknesses, opportunities and threats. The experiment was conducted using SWOT analysis (Strengths, Weaknesses, Opportunities and Threats). Results of the study are: First, the strength of the hot spring is to have a stunning natural beauty , has benefits for health, support the development of government facilities and infrastructure, adequate facilities, security and hospitality of the people. Second, weaknesses hot spring is a few potholes roads, public transport is not available, less intense promotion, lack of capital, lack of professional human resources, there is no selling souvenirs as well as the community's role in development is still lacking. Third, the opportunities of the development of hot spring is travel environment good enough for tourists, travel into the lifestyle of today's society, population growth and economic support increases, the introduction Monaco of Asia, the uniqueness of the local culture, segments of tourists, increasingly sophisticated technology, marketing support by the government. Fourth, the threats facing the development of hot spring is the erratic weather, the factors of interest by the owners of capital, limited access to information, competition, and the influence of foreign cultures. While the right strategy is applied Hot Spring related to the four above analysis is Developing and preserving objects and attractions as well as create new tourist destinations , improving tourism facilities and infrastructure, as well as easy access to destinations, increase the activity of artists and cultural, etc.