STRATEGI PENGEMBANGAN AGROWISATA PONDOK MADU SULANGAI DI DESA SULANGAI KECAMATAN PETANG KABUPATEN BADUNG

Abstrak

Abstrak

Agrowisata Pondok Madu Sulangai berpotensi sebagai destinasi edukasi berbasis budidaya madu kele (Trigona sp.) dan madu nyawan (Apis cerana). Namun, hal ini menghadapi beberapa tantangan seperti promosi digital terbatas, variasi atraksi minim, dan persaingan dengan agrowisata lain. Penelitian ini bertujuan mengidentifikasi faktor internal-eksternal dan merumuskan strategi prioritas pengembangan. Metode analisis mencakup IFAS, EFAS, matriks IE, SWOT, dan QSPM. Hasil analisis menunjukkan kekuatan utama meliputi daya tarik budidaya madu kele, program edukasi interaktif, dan lokasi strategis dekat Air Terjun Goa Gong. Kelemahan utama adalah promosi digital belum optimal dan variasi atraksi terbatas. Peluang meliputi tren wisata edukasi, dukungan pemerintah, dan kemitraan dengan lembaga pendidikan, sementara ancaman utamanya adalah persaingan dengan agrowisata lain dan ketidakpastian panen madu. Berdasarkan QSPM, strategi prioritas adalah: (1) pengembangan paket wisata terintegrasi “Madu Kele & Goa Gong Waterfall”, (2) optimalisasi promosi digital berbasis konten edukatif, dan (3) penambahan atraksi seperti mini-outbound atau kebun bunga. Implementasi strategi ini diharapkan meningkatkan daya saing, kunjungan wisatawan, dan keberlanjutan agrowisata.

Kata kunci: Agrowisata, Pondok Madu Sulangai, SWOT, QSPM.

Abstract

Pondok Madu Sulangai Agrotourism has the potential as an educational destination based on the cultivation of kele honey (Trigona sp.) and nyawan honey (Apis cerana). However, it faces challenges such as limited digital promotion, minimal variety of attractions, and competition with other agrotourism. This research aims to identify internal-external factors and formulate development priority strategies. Analysis methods include IFAS, EFAS, IE matrix, SWOT, and QSPM. The results of the analysis show that the main strengths include the attractiveness of kele honey cultivation, interactive educational programs, and strategic location near Goa Gong Waterfall. The main weaknesses are not optimal digital promotion and limited variety of attractions. Opportunities include the trend of educational tourism, government support, and partnerships with educational institutions, while the main threats are competition with other agritourisms and the uncertainty of the honey harvest. Based on QSPM, the priority strategies are: (1) development of an integrated tour package “Madu Kele & Goa Gong Waterfall”, (2) optimization of digital promotion based on educational content, and (3) addition of attractions such as mini-outbound or flower gardens. The implementation of this strategy is expected to increase competitiveness, tourist visits, and agritourism sustainability.

Keywords: Agritourism, Pondok Madu Sulangai, SWOT, QSPM.