STRATEGI PENGEMBANGAN WISATA LOLONG ADVENTURE DI DESA LOLONG, KECAMATAN KARANGANYAR, KABUPATEN PEKALONGAN
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This research aims to determine the internal and external factors in the development of Lolong Adventure tourism as well as to get the right strategy alternative for the development of Lolong Adventure tourism. The method used in this research is with strategic management approach, where there are three stages: input stage consisting of IFE matrix and EFE matrix, matching stage consisting of SWOT analysis, IE matrix and SWOT matrix and decision stage consisting of QSPM matrix. The data used in this research are primary and secondary data obtained by interview, FGD, questionnaires and documentation. The results showed that based on the IFE matrix results, the main internal strength factor is the service provided according to the applicable operational standards, while for the main internal weakness factor is the number of MCK or place of rinse that is still lacking. The result of EFE matrix shows that the main factor of external opportunity is the increasing of tourist interest while for the main threat factor is the absence of public transportation to the tourist location. The right strategy for Lolong Adventure based on the grand strategy matrix is a strategy that supports aggressive strategy which means utilizing the strength to have an existing opportunity or SO strategy. Based on the IE matrix is an intensive strategy and or integrative strategy. Based on the SWOT matrix yields nine alternative strategies. while based on the QSPM matrix, the right strategy priority for Lolong Adventure tourism development is to maintain and improve the quality of service and products offered.