STRATEGI PENGEMBANGAN WISATA PETIK JERUK MANDIRI DI DESA SELOREJO KECAMATAN DAU KABUPATEN MALANG

Agro tourism is a tour that utilizes the potential of agriculture as a tourist attraction. East Java, especially Malang regency has some potential agro tourisms to be developed. One of them is wisata petik jeruk mandiri (pick-your-own orange tourism) at Selorejo village. The purpose of this study is to find out external factors that become opportunity and threat, internal factors that become strength and weakness on developing the tour, and to determine a developing strategy of wisata petik jeruk mandiri at Selorejo Village. Metode of determining respondents of this study is using purposive sampling as determinant of manager respondent and accidental sampling as deteminant of tourist respondent. The data that being used is primary data. In this research the analysis method used is SWOT analysis. The results of this study indicate that the SWOT quadrant location is in quadrant 1. Development efforts of wisata petik jeruk mandiri at Selorejo Village has strength and opportunity or S-O strategy. The strategy that should be implemented is giving PRIMA (Presisi, Ramah, Intensif, Mutu, Antusias) service, making brochure and website, building photo spot, hold a tour promo, making tour unique souvenirs made by orange, making tour program titled “Little Farmer” and “Say YES to Farming!