ARAHAN PENGEMBANGAN AGROWISATA BERDASARKAN ASPEK PENAWARAN DI AGROWISATA PETIK JERUK SELOREJO, KECAMATAN DAU

Abstract

Selorejo Orange Picking Agrotourism is a tourist attraction that provides several tourism activities, such as independent fruit picking, plant cultivation training, and study tours. According to the Malang Regency Tourism and Culture Office (Disparbud), the number of tourists coming to Malang Regency in 2020 decreased drastically by 86% from 2019 due to the effects of the pandemic. The pandemic has also had an impact on the Selorejo Orange Picking Agrotourism, such as a decrease in tourist visits. The purpose of this study is to compile recommendations for efforts to improve services at Selorejo Orange Picking Agrotourism in terms of four (four) tourism components: Attraction, Amenities, Accessibility, and Ancillary. The results of visitor perception scores were analyzed using Importance Performance Analysis (IPA) to obtain performance levels and importance levels and Quality Function Deployment (QFD) to describe the process of preparing recommendations and determining priority for attribute improvement. The results of the IPA analysis show that 11 attributes occupy quadrant I. The attributes that enter into the next analysis come from tourism components such as attraction, amenity, and accessibility, which are variables that need to be considered again for improvement because visitors are not satisfied with the performance provided. The results of the QFD analysis show that there are 8 technical responses as recommendations and efforts to improve services, including the following: adding parking lots, rejuvenating tourist facilities, adding maps of tourist sites, adding gazebos, maintaining safety facilities, adding directions, maintaining roads for picking fruit, and providing public transportation modes.