Strategi Pengembangan Jogja Fish Market sebagai Daya Tarik Wisata Serba Ikan:Studi kasus Pengelolaan Pasar Ikan Higinis Terpadu(PIHT) Jogja Fish Market di Kota Yogyakarta

Taqrif Rohmansyah , I Made Krisnajaya

2016 | Skripsi | Manajemen dan Kebijakan Publik (dh. Ilmu Administrasi Negara)

ABSTRACT PIHT Jogja Fish Market was established as a central marketing fish hygienic largest in Special Territory of Yogyakarta. The development concept of piht jogja fish market supported by indoor and outdoor infrastructure as associated tourism activities. PIHT Jogja Fish Market provide supermarkets fish equipped with restaurants facilities and a means to educate all about fish to the community. In addition, PIHT Jogja Fish Market becomes a means of supporting transit tours and organizing various events such as competition, community cultural activities, exhibitions, weddings, and MICE. Potential tourism attraction owned by PIHT Jogja Fish Market is capable of being all about fish tourism attraction. However, during of development is considered have not been able to maximize the potential. Therefore, required the formulation of development strategy PIHT Jogja Fish Market. The purpose of this research is formulating an effective strategy development to developing PIHT Jogja Fish Market as all of fish tourism attraction. In this research, research methodology that is used is descriptive qualitative. Data was collected by observation directly, in-depth interviews, and collection source of documents primary and secondary. Data that has been obtained analyzed by SWOT analysis technique to identify factors of strength, weakness, opportunities and threats which became the main base in formulating a strategy. Result of formulating strategy then evaluated by using Litmus test to find strategic levels. The most strategic is that have a score of 31-39. Based on the evaluation of strategy, has been gained 8 of effective strategy to develop PIHT Jogja Fish Market as all about fish tourism attraction. The strategy which is: 1) Quality service improvement PIHT Jogja Fish Market (score 34). 2) Improve education consumption of fish to the community (score 34). 3) Establish communication among PIHT Jogja Fish Market with traders and distributor (score 33). 4) Strengthen marketing strategies to approach to the community (score 32). 5) Absorb local and national fisheries product (score 31). 6) Cooperation with investors to strengthen the management of PIHT Jogja Fish Market (score 31). 7) Amplify potential of PIHT Jogja Fish Market as tourism attraction department fish (score 31). 8) Strengthening the role of local government to support the development of PIHT Jogja Fish Market (score 31). Keywords: Tourism Attraction, SWOT analysis, Development Strategy.

Kata Kunci : Strategi Pemasaran; Pariwisata