STRATEGI PENGEMBANGAN OBJEK WISATA BUKIT CINTA RAWA PENING

Bukit Cinta Rawa Pening is one of the attractions located in Ambarawa subdistrict, Semarang Regency which has high potential to be developed into a national and even world class tourist attraction if managed professionally. The purpose of this research is to analyze the internal and external conditions faced by Bukit Cinta Rawa Pening tourist attraction, and to formulate the development strategy that needs to be done by the manager of Bukit Cinta Rawa Pening tourism object in developing its potential. This research used SWOT method. This method is used to analyze the potential that exist in Bukit Cinta Rawa Pening tourist attraction from External factors i.e. opportunities and threats and Internal factors i.e. strengths and weaknesses. All aspects are analyzed based on two different types of respondents, i.e. Key Person and Visitors. Respondents Key Persons as many as 5 respondents consisting of the government and the manager or officer of the tourist attraction and the visitor consists of visitors who have visited or are visiting the attraction, as well as the surrounding community nearby the tourist attraction. As for visitors of Bukit Cinta Rawa Pening tourist attraction as much as 95 respondents. From the results of research, it was found that the most urgent internal factors in developing the Bukit Cinta Rawa Pening tourist attractions on the strength indicator is a water tour package surrounds Rawa Pening Lake with 17.8%. As for the indicator of weakness is water facilities less varied, especially for children by 20%. As for external factors, on the indicator of opportunity is a positive impression of visitors help to introduce the potential of tourism attractions by 20%, and on the threat indicator is shallowed water and the water hyacinth’shigh growth of 15.6% resulting in evaluation of internal and external factors linkage that is the strength of the organization in the fourth position is to support a diversification strategy.Also SWOT recommends for S-O strategy is to utilize the entire boat tour optimally to capture the sympathy of tourists; W-O strategy: improve boat tour facilities by utilizing group capital and banking facilitation; S-T strategy: take advantage of boat boat operator skills to cope with water hyacinth’s high growth; W-T strategy: improve boat tour service for travelers convenience by removing water hyacinth plant