STRATEGI PENGEMBANGAN OBJEK WISATA PEMANDIAN AIR PANAS GUCI DI KABUPATEN TEGAL

Abstract

The Guci Tourism Object has strategic potential to be designated as a National Strategic Tourism Area (KSPN). This research aims to analyze the planning steps that have been implemented and formulate appropriate development strategies based on SWOT analysis. The research method employed is a mixed method approach by applying four SWOT analysis tools, including Internal Factor Analysis Summary (IFAS), External Factor Analysis Summary (EFAS), SWOT quadrant, and SWOT matrix. The research findings indicate that the planning steps were implemented based on Bryson's strategic planning model stages, and the SWOT analysis results positioned the development of Guci Tourism Object in Quadrant III (negative-positive). This indicates that the tourism object is in a weak internal condition but faces significant external opportunities, making the Turn Around strategy with a focus on Weakness-Opportunity (WO) issues the most optimal strategic alternative to be implemented. The recommended strategies include: (1) enhancement of human resource capacity and innovation in tourism services, (2) optimization of coordination among stakeholders and efficient fund management, and (3) development of an integrated tourism information system platform to improve information accessibility and destination promotion.