DEVELOPING GROWTH STRATEGY FOR COFFEE ECOTOURISM OF COOPERATIVE SOLOK RADJO USING IMPORTANCE-PERFORMANCE ANALYSIS

• Main Author: Shinta Fitri, Ofra
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/68559
• Institution: Institut Teknologi Bandung

Covid-19 has an influence on numerous industries, including agricultural. Policies for preventing and spreading Covid, such as border closures, airport closures, work-from-home, and physical distancing, have resulted in a shift in the priority scale for spending. Priority expenditure is prioritized to cover food, drink, and health requirements. Spending on lifestyle items has declined, including coffee. This affects coffee's low demand, resulting in reduced coffee prices. Solok Radjo, a coffee cooperative, has reduced its revenue by 30% in 2020. Following this product diversification, Solok Radjo introduced coffee ecotourism at the beginning of 2021. The beauty of coffee plantations and the stunning view of the twin lakes are Solok Radjo's main assets for promoting ecotourism. In terms of the number of visitors and the unfavorable reviews posted on online review sites, Solok Radjo faces challenges with ecotourism. Using Importance-Performance Analysis (IPA), this study intends to assist Solok Radjo in developing an improvement plan for enhancing ecotourism services. This study used a quantitative survey of 100 ecotourism tourists to determine the attributes that are regarded importance and the present performance of ecotourism. In order to obtain more precise information, four persons from tourist reps and Solok Radjo employees were interviewed in depth. This study also gathered secondary data about conversation visitors on social media and online platforms to help refine the analysis.