ANALISIS STRATEGI PENGEMBANGAN AGROWISATA BOLONGANGGUR DI DESA BABAD KECAMATAN KEDUNGADEM KABUPATEN BOJONEGORO

This research aims to identify the internal and external factors as well as the priority strategies for the development of grape agritourism at Bolonganggur Farm. It involves understanding the internal and external factors using SWOT analysis and determining the priority strategies for the development of agritourism through the Analytic Hierarchy Process (AHP) method. This research employs both qualitative and quantitative approaches using a descriptive method. The respondents or samples in this study are divided into internal samples and external samples. The internal samples are taken deliberately (purposive sampling), meaning that the researcher only collects data from respondents that match the researcher's criteria. The external samples, on the other hand, utilize accidental sampling based on chance, whereby anyone who happens to meet the criteria can be used as a research sample. In this study, the internal samples consist of the owners of Bolonganggur vineyard and the employees, while the external samples comprise consumers, totaling 14 respondents. Based on the results of the SWOT analysis, the IFAS and EFAS matrices conclude that Agrowisata Kebun Anggur Bolonganggur has four strengths, four weaknesses, four opportunities, and three strategic threats. The position of the agrotourism in the IE Matrix is in quadrant I, indicating a "grow and build" strategy by leveraging strengths to seize opportunities. Four strategies that can be implemented are: (1) educational and visual collaboration with other sectors, (2) development of educational and aesthetic tour packages, (3) market penetration through digital content collaboration, and (4) visually-based social media campaigns. The results of the AHP analysis indicate that the primary priority strategy is educational and visual collaboration (41.3%), followed by educational tourism packages (36%), digital content collaboration (12%), and social media campaigns (10.6%) with a very good data consistency level (CR = 0.01). Meanwhile, the sub-strategy with the highest overall weight is the design of structured tourism activity programs (16.2%) with an inconsistency ratio of 0.00%, indicating that this strategy is worthy of focus in both short-term and long-term development.