STRATEGI PEMASARAN AGROWISATA HORTIMART AGRO CENTER KABUPATEN SEMARANG

Abstract

Abstract: This study aims to identify internal and external factors, formulate alternative strategies, and formulate marketing strategy priorities in Agrotourism of Hortimart Agro Center Semarang regency. This research method is descriptive. The research location was chosen purposively in Gatot Subroto street no 55 Bawen Kabupaten Semarang. Data analysis tools used IFE-EFE analysis, quantitative and qualitative SWOT matrix, as well as QSPM. The results of the research noted that in the internal environment there are 6 strength factors and 9 weakness factors, whereas in the external environment there are 8 opportunity factors and 3 threat factors. Based on the SWOT matrix, the quantitative approach of firms was in quadrant I, which was progressive. Alternative strategies formulated using SWOT matrix qualitative approaches were: (1) Cultivation of various flowers as attracting factor, (2) The existence of innovations for water tourism in the embung, (3) The addition of access for pedestrians to certain areas. The results of QSPM indicated that the priority of strategies that can be applied in the marketing of Agro Hortimart Agro Center was the planting of various flowers as the attractiveness of agrotourism.