STRATEGY FOR DEVELOPMENT OF MOUNTAIN VALLEY AGRICULTURE POTENTIAL IN TUGUREJO VILLAGE, KABAWETAN DISTRICT, KEPAHIANG REGENCY
Keywords:Strategy, Potential, Agrotourism, SWOT Analysis
Agro-tourism is one of the merging sectors between the agriculture and tourism sectors. Agro-tourism is starting to be popular with many people as one a new and different alternative tourist destination because it offers a “back to nature” conceptt. . Kepahiang regency is a place where the level of agro business competition is quite high due to many people who enliven the area on holidays or long weekends to travel. In addition, in this region many tourist attractions are offers the concept of agro-tourism. Mountain Valley Agro-Tourism is one of the agro-tourism in Kepahiang regerency which also has good tourism potential, but faces high business competition with other similar businesses. Thus, Mountain Valley Agro-Tourism must continue to innovate and have a business strategy to deal with the competition. The application of business strategies in business competition that is not properly implemented, will have an impact on business continuity such as reducing the level of tourist visits to agro-tourism.The purpose of this study is to identify internal environmental factors (strengths and weaknesses) and external environmental factors (opportunities and threats) that affect Mountain Valley Agro-Tourism and formulate appropriate strategies and prioritized strategies according to the conditions of Mountain Valley Agro Tourism. Using the SWOT Matrix Analysis is done to determine what strategies are suitable to be applied in the development of Mountain Valley Agro-Tourism.From the results of the study the value of 9.97 is obtained for strength and 8.38 for opportunities that show the position of the Mountain Valley agro-tourism quadrant is in quadrant I or quadrant that uses a very profitable aggressive turn strategy.