STRATEGI PENGEMBANGAN PASAR DAN PENGUATAN PRODUK WISATA KAWASAN SOl,0-SELO-BOROHUDUR (SSB)

Strategies For Developing Market And Strengtening TourismProducts In Solo-Selo-Borobudur (SSB)Region

Abstract

The objectives  of this research  were 10 identify  the problems  related  to developing tourism  in Solo-Selo-Borobudur    (SSB)  region,  particularly   Cepogo-Selo-Sawangan    (CSS) sub  region,  to identify  the existing  market.  and  to formulate  strategies  10  develop  the Solo- Selo-Borobudur   market according  to its product characteristics. This research  was qualitative and descriptive   in nature.  Data consisted  of primary  and secondary Jata  and were  collected using interview.  focus groupdiscussion(FGD)   and site observation.  Research  results indicate that  the problems   of tourism  development   in Solo-Selo-Borobudur    region  are as  follows: limited   coordination    among   stakeholders,    limited   market   distribution,     limited    tourism information  service. limited product diversification,  relatively low product quality, limited accessibility,  limited  professionalism.  and relatively  low commitment    The existing  tourism market for the SS8 region  is mostly  domestic  and local visitors.  Tourist motivations   include adventure-based  and relaxation.   Their  travel  pattern  was mostly  with  friends  and  relatives. The  marketing   strategies   for SSU  tourism  products,   particularly   CSS  sub  region,   include enhancing   collaboration   to market  tourist  products.  organizing   events,  developing   tourism information   services,   introducing   product   through  familiarization    trip,  empowering   travel agents, improving  accessibility,  increasing  tourism product quality,  strenghtening  stakeholder commitment,  improving human resources  quality, and enhancing  community  participation.