STRATEGIC MANAGEMENT IN DEVELOPMENT OF SUSTAINABLE MASS TOURISM BUSINESS (CASE STUDY: DARAJAT PASS, GARUT, WEST JAVA)

• Main Author: Vermita Bestari, Andini
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/52254
• Institution: Institut Teknologi Bandung

Mass tourism is generally provided to be visited by a large number of tourists. Darajat Pass is a tourist attraction that provides natural hot springs with a mountainous atmosphere. Darajat Pass requires strategic management that is guided by the principle of sustainability because of the biophysical character of the region which is prone to erosion and the large number of tourists per year. This study aims to: (1) Identify the character development of Darajat Pass as mass tourism; (2) Analyze the sustainability of tourism from environmental, economic and social aspects; (3) Evaluate the company's strategic management; (4) Determine the status of tourism sustainability; (5) Develop strategies for sustainable mass tourism business. The data analysis methods used are the identification of potential tourist attraction objects; calculation of the carrying capacity of the area; Individual Travel Cost Method (ITCM); Balanced Scorecard, Multidimensional Scaling with the Rapid Assessment Technique for Fisheries (Rapfish) and a hybrid method of Strengths, Weaknesses, Opportunities and Threats - Analytic Hierarchy Process (SWOT-AHP). Based on the results of the analysis, it can be concluded that: (1) Darajat Pass is a tourism object that tends to be developed as mass tourism; (2) Darajat Pass has a very potential object and attraction. The average number of daily tourists has exceeded real carrying capacity and effective carrying capacity. The balance of the Darajat hot spring is worth a surplus. The quality of hot water does not meet the quality standards for water pH. Consumer’s surplus and trend of the economic value of tourism are increasing. Demand is seasonal with moderate inequality. The labor is dominated by local workers; (3) The company's performance is classified as very good. (4) Darajat Pass's sustainability status is 'Sufficiently Sustainable'; (5) The recommended priority strategies for Darajat Pass include: adding facilities for elderly and disabled tourists, managing the number of tourists based on the carrying capacity guidelines to deal with seasonal demand, testing and repairing hot water quality.