STRATEGI PENGEMBANGAN WISATA GASTRONOMI PRODUK NANAS DI KABUPATEN SUBANG

Erina Dwi Maretta, - and Caria Ningsih, - and Purna Hindayani, - (2025) STRATEGI PENGEMBANGAN WISATA GASTRONOMI PRODUK NANAS DI KABUPATEN SUBANG. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

ABSTRAK Kabupaten Subang sebagai penghasil nanas terbesar di Jawa Barat, dan memiliki potensi wisata gastronomi yang belum dikembangkan secara optimal. Penurunan jumlah kunjungan wisatawan di Kabupaten Subang memerlukan strategi pengembangan berbasis produk lokal untuk meningkatkan daya tarik wisata. dalam permasalahnya yaitu bagaimana identifikasi makanan dan minuman yang berpotensi menjadi daya tarik gastronomi berbasis nanas di JalanCagak Kab. Subang berdasarkan analisis komponen gastronomi Bagaimana strategi pengembangan wisata gastronomi di JalanCagak Kab.Subang dengan menggunakan analisis SWOT. Tujuanya Untuk mengidentifikasi makanan dan minuman yang berpotensi menjadi daya tarik gastronomi berbasis nanas di JalanCagak Kab. Subang, dan mengetahui strategi yang dapat dilakukan untuk mengembangkan daya tarik wisata gastronomi berbasis nanas. Metode yang digunakan adalah kualitatif deskriftif dengan teknik pengumpulan data melalui wawancara dan kuesioner. Analisis SWOT diterapkan untuk mengidentifikasikan faktor internal dan eksternal yang mempengaruhi pengembangan daya tarik wisata. Sedangkan Matriks IE digunakan untuk menentukan posisi strategis pelaku usaha. Hasil penelitian menunjukan Produk Olahan Nanas berada pada kuadran V dalam matriks IE, dengan total skor IFAS 3,22 dan EFAS 2,85, yang mengidentifikasikan strategi ditahan dan dijaga. Analisis SWOT menempatkan Produk Olahan Nanas pada kuadran I mendukung strategi Agresif menunjukan kekuatan internal. Untk mengatasi hal ini, direkomendasikan beberapa stratehi yaitu, Meningkatkan penjualan dan eksposur produk dengan memanfaatkan lokasi strategis dan harga yang terjangkau, Memanfaatkan kolaborasi dengan komunitas lintas generasi, dan membangun loyalitas jangka panjang, dan Memanfaatkan branding produk berkualitas SOP untuk membangun citra produk higienis dan terpercaya. ABSTRACT Subang Regency, as the largest producer of pineapples in West Java, holds great potential for gastronomic tourism that has not yet been optimally developed. The decline in the number of tourist visits to Subang Regency requires a local product–based development strategy to enhance tourism attractiveness. The main issue addressed is how to identify food and beverage products that have the potential to become pineapple-based gastronomic attractions in Jalan Cagak, Subang Regency, through a gastronomic component analysis, as well as how to formulate strategies for developing gastronomic tourism in Jalan Cagak, Subang Regency, using SWOT analysis. The objectives are to identify potential pineapple-based food and beverage products as gastronomic attractions in Jalan Cagak, Subang Regency, and to determine strategies that can be implemented to develop these attractions. The research method employed is descriptive qualitative, with data collected through interviews and questionnaires. SWOT analysis was applied to identify internal and external factors influencing the development of gastronomic tourism attractions, while the IE Matrix was used to determine the strategic position of business actors. The findings show that pineapple-processed products are positioned in Quadrant V of the IE Matrix, with a total IFAS score of 3.22 and an EFAS score of 2.85, indicating a “hold and maintain” strategy. Meanwhile, SWOT analysis places pineapple-processed products in Quadrant I, supporting an aggressive strategy that highlights internal strengths. To address this, several strategies are recommended: increasing product sales and exposure by leveraging strategic locations and affordable pricing; utilizing cross-generational community collaborations to build long-term loyalty; and strengthening product branding with SOP-based quality standards to establish a hygienic and trustworthy product image.

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Item Type:	Thesis (S1)
Additional Information:	https://scholar.google.com/citations?user=XDZL46UAAAAJ&hl=en ID SINTA Dosen Pembimbing Caria Ningsih : 6039392 Purna Hindayani : 6745708
Uncontrolled Keywords:	Kata Kunci : Strategi, Wisata Gastronomi, Daya Tarik, Analisis SWOT, Pengembangan Pariwisata. Keywords: Strategy, Gastronomic Tourism, Tourist Attraction, SWOT Analysis, Tourism Development.
Subjects:	G Geography. Anthropology. Recreation > G Geography (General) G Geography. Anthropology. Recreation > GV Recreation Leisure L Education > L Education (General)
Divisions:	Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Industri Katering
Depositing User:	Erina Dwi Maretta
Date Deposited:	21 Oct 2025 06:39
Last Modified:	21 Oct 2025 06:39
URI:	http://repository.upi.edu/id/eprint/142693

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