Wulandari, Sinta (2024) Strategi Pengembangan Objek Agrowisata Tenayan Raya di Kota Pekanbaru Provinsi Riau. Other thesis, Universitas Islam Riau.

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Abstract

Agrotourism is a type of tourist destination in the field of farming with the concept of activities utilizing locations in the agricultural environment. Tenayan Raya Agrotourism Park is one of the education-based agrotourism destinations in the city of Pekanbaru located in Tenayan Raya District. This study aims to analyze: 1) Characteristics of visitors, entrepreneurs, labor and business profile of Tenayan Raya Agrotourism Park. 2) Know the Internal (strengths-weaknesses) and External (opportunities-threats) Factors of Tenayan Raya Agrotourism Park. 3) Formulate the formulation of the Tenayan Raya Agrotourism Park business development strategy. The survey research method at Tenayan Raya Agrotourism Park will be carried out from January 2023 to June 2023. Respondents to visitors were taken by chance (Accidental Sampling) while employers and labor were taken by deliberate Probability Sampling no-Probability sampling. The data used are primary data and secondary data. Descriptive analysis data. The results of the study: 1) The characteristics of entrepreneurs are included in the productive age, the characteristics of agrotourism visitors are dominated by the age of 20-30 years and visitors who come from outside the city and within the city with a percentage of Pekanbaru City 48%, outside Pekanbaru City which is 52%. 2). Internal factors (strength-weakness). Weakness and strength factors have high category results from the results of average visitor responses at intervals of 3.50-4.20. These results show that all indicators of internal and external factors will have a significant impact on the development of Tenayan Raya Agrotourism Park in the future. 3). From the results of the SWOT Matrix, it is obtained that agrotourism is located in Quadrant one with a coordinate point of 0.46: 0.69. This means agrotourism parks must maximize opportunities by harnessing potential strengths. From the SWOT matrix table that produces alternative strategies for Tenayan Raya Agrotourism Park. One of them is the SO (Strength and Opportunities) strategy because the effort is stuck in quadrant one. The strategy is that agrotourism must improve the quality standards of educational tourism, add new activities, and establish cooperation with parties related to tourism activities.

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