Strategy of the orchard agro-tourism development in Rasau Jaya Tiga, Kubu Raya

Abstract

The objective of this study was to make strategies for the orchard Agro-tourism development of Edupark RJ-3. The study was conducted in Rasau Jaya Tiga, Kubu Raya. This study was necessary to develop agro-tourism and to create exciting tourism objects. The data were analyzed with SWOT analysis. The data were collected through interviews and field surveys. The samples were determined using Snowball; an approach used to identify key informants who have much information. The first contact helped to find other respondents through recommendations. The results showed that the orchard agro-tourism development was at quadrant I, which means the management needed to utilize their whole power to seize and use the opportunities (Growth Oriented Strategy). Some other possible strategies were: 1) to develop a good tourism concept; 2) to improve the service quality for pre-visit, on visit, and post-visit; 3) to manage the relationship with customers; 4) to improve the outdoor infrastructure; 5) to penetrate the market to increase the number of visitors, and 6) to improve the management systems and services for staying competitive. It was recommended that the management of Edupark RJ-3 make the development based on the result of this study.