Art Original

Strategi Pengembangan Agrowisata Kampoeng Rabbit’s Kecamatan Tenayan Raya Kota Pekanbaru Provinsi Riau

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Agrotourism can be a direct market for agricultural, livestock and processed products. One of the agro tourism objects that is starting to develop in Indonesia is livestock tourism (livestock tourism). One of the agro-tourism that was established in 2017, namely Kampoeng Rabbit's rabbit park has also faced various problems including climate change, disease outbreaks, miscarriages in rabbits, the impact of the covid-19 pandemic, and others that have an impact on production and total sales. This study aims to analyze (1) the characteristics of the manager and profile of the Kampoeng Rabbit's agro-tourism business, (2) what internal and external factors are owned by Kampoeng Rabbit's agro-tourism, (3) what alternative strategies can be used in the development of Kampoeng Rabbit's agro-tourism. This research was carried out for 6 months starting from November 2019 to April 2020. This study used a case survey method in the Kampoeng Rabbit's Agrotourism business. Furthermore, this research was analyzed descriptively qualitatively and quantitatively through business analysis and analysis of business development strategies using internal external (IE) methods and SWOT analysis. The results of this study indicate that (1) the average age of the manager is 33.2 years, the average length of education is 11.80 years, the average work experience is 4.70 years, the average family dependent is 2 people. Kampoeng Rabbit's is a small-scale business with 10 employees. (2) The results of the I-E analysis of Kampoeng Rabbit's business are in quadrant I, which means they are in a position to maintain and maintain (Growth Oriented Strategy) with a weight value of internal factors of 3.03 and external factors of 3.21. (3) The priority strategy that can be used by the Kampoeng Rabbit's business based on a SWOT analysis is the W-O Strategy (optimizing the promotion budget, expanding parking area and access roads to agro-tourism).

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Detail Information

Call Number

Agribisnis 630 Nur s

Language

Indonesia

NPM

164210187

Publisher

Agribisnis : Universitas Islam Riau., 2022

Keyword(s)

Business Analysis
Kampoeng Rabbit's
Business Development Strategy

Other Information

Petugas

Uthi Kurnia

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