Preparation of Ecotourism Development Strategy in Sungai Langka Village, Gedong Tataan District, Pesawaran, Lampung Province

ABSTRACT


INTRODUCTION
Tourism is developed to be able to encourage economic activities and improve the image of the Indonesian state, improve the welfare of local communities and provide expansion of employment opportunities with tourism development that utilizes the diversity of natural beauty charms and national potential (Law of the Republic of Indonesia Number 17 of 2007 concerning the National Long-Term Development Plan 2005-2025).Tourism development should be based on tourism planning that considers elements of sustainability, the environment, the use of space in tourism destinations, and synergy between stakeholders, especially industry, government and society (Fandeli Chafid, 2000).

Corresponding Author: Dina Mariana Sari *Cite this Article: Dina Mariana Sari, Zainal Abidin, Ahmad Herison (2024). Preparation of Ecotourism Development Strategy in Sungai Langka Village, Gedong Tataan District, Pesawaran, Lampung Province. International Journal of Social Science and Education Research Studies, 4(4), 317-325
Tourism development frequently uses multiple terms like green tourism, fair trade tourism, sustainable tourism, ecotourism, alternative tourism etc. to depict its meaningful interventions (Sariskumar & Bhavan, 2018).Tourism has differences in characteristics, especially ecotourism, sustainable development is an organized integrated effort to develop quality of life by regulating the provision, development, utilization and maintenance of natural resources in a sustainable manner and increasing productive creative economic activities in the tourism sector (Ratnawati, 2023).The ecotourism approach is carried out through the development of tourism concepts that can have a long-term impact both on the environment, social, culture, and economy for the present and future for all local communities and tourists who visit (Kia, 2021).For this reason, tourism needs to be encouraged to be more focused for a more planned future.Lampung Province as the gateway to Sumatra, is the closest alternative area for tourists from or outside the city to find new tourist destinations.The pattern of tourist destinations today continues to develop with a variety of themes from offering natural beauty, forests, beaches, agriculture, plantations to education in the form of interesting attractions that visitors can get while in tourist sites.One of the regions in Lampung Province that is developing regional potential in the field of tourism is Pesawaran Regency with a focus on agricultural and plantation products as superior natural products, natural beauty, and cultural distinctiveness with a unique variety of Lampung embroidery motifs.Currently, the principle of ecotourism is needed for environmental sustainability, regional planning, especially in the field of tourism.Ecotourism focuses on three main issues, namely natural or ecological sustainability, the creation of economic benefits, and acceptance in the social life of the community .Therefore, ecotourism offers every tourist the opportunity to see, feel and enjoy the natural, spiritual and cultural experiences of the local people.Ecotourism activities can increase local economic income which is used as an ecotourism destination and generate economic benefits for the lives of people living in the area and its surroundings.Gedong Tataan District is one of eleven sub-districts in Pesawaran regency and is the capital of Pesawaran.Gedong Tataan has several destinations or tourist attractions, both natural attractions and educational tourist destinations.The development of plantation areas into tourism, especially in Pesawaran regency, may already exist but the community has not focused much on ecotourism, some sources stated in previous research that ecotourism with various possible methods is used as a direction in tourism development.So that on this occasion, it was used to develop the presentation of ecotourism development strategies in Gedong Tataan subdistrict with a case study of Sungai Langka village studies.

II. LITERATURE REVIEW a. Ecotourism
Historically, ecotourism originated in Kenya, Africa in the 1970s (Syah & Said, 2020).At that time it was known as the most expensive tourism because of its activities that were hunting wildlife.In 1976, Gerardo Budowski tried to combine nature tourism and conservation as one.In Indonesia, ecotourism was introduced by several foreign travel agencies in the 1980s, one example of which made Kerinci active volcano climbing activities, and Toba volcanic lake visits.This ecotourism activity formally received support from the government with the birth of Law Number

III. METHODS A. Type of research
In this study using a type of qualitative descriptive research.Qualitative method is a research method that involves the process of interaction between the author and the subject being analyzed, among others, by conducting interviews, and direct observation at the research location (Sugiyono, 2013).From these results, you will get a descriptive narrative.Qualitative research is directed at the development of ecotourism as an influence of application on the function of public space, and the sustainability of existing tourism.This research is said to be qualitative research because the results of this research are obtained through directed discussions to get an overview of the internal and external factors owned at the research location.

B. Research Location
In this study, the research location was taken located in Sungai Langka village at Gedong Tataan, Pesawaran Lampung.

C. Tools and Materials
The materials and tools used in this study include village thematic maps, GPS (Global Positioning System), cameras, cell phones, interview questionnaires, and computers.

D. Data Resources
The data collection process will include: a.Primary data To obtain primary data, data obtained from the field were collected, using the following methods:

E. Analysis methods
In this study, SWOT analysis, which is a situation analysis, was used as a method in order to achieve the purpose of the study in terms of content and scope.

QSPM Analysis
Quantitative Strategic Planning Matrix (QSPM) is one approach Strategy management with a function to evaluate opportunities from one strategy.The Quantitative Strategic Planning Matrix is a strategic tool which is used to evaluate alternative set of strategies.The QSPM incorporate earlier stage details in an organize way to calculate the score of multiple strategies in order to find the best match strategy for the organization this strategic management tool is one of the most important tool for the construction industry for the effective preparation of plans and goal of the organization (Abenezer&Kebede,2021).The preparation of marketing strategies is carried out using three stages of data analysis implementation (Saputro, 2021) IE matrix serves to position a company into a matrix consisting of nine cells.From these results, it will be possible to identify how the company's current position is, so that it can make it easier to formulate a company strategy.The matrix will produce a more comprehensive business strategy for the company.The second stage is to create a SWOT (Strength-Weakness-Opportunity-Threads) Matrix.The SWOT matrix used here is a SWOT matrix that is not comprehensive or a matrix for one company.

c. Decision Stage
In this last step, several alternative strategies are raised from the results of the previous analysis.
The method that can be used in this last step is the Quantitative Strategic Planning Matrix (QSPM).QSPM is a matrix for the completion of a framework in the analysis process of best strategizing (Jozi & Rezaian, 2010).This technique clearly shows the best alternative strategy to choose.The QSPM matrix helps management to choose the best strategy based on alternative strategies are sourced from the EFE and EFI matrix.
Step by step making the QSPM matrix as follows (Khoerul ummah, 2022): 1. Identify internal (strength and weakness) and external (opportunity and threat) factors.
2. Give weight to each factor.
3. Find several alternative strategies that allow it to be run.6. Calculates all TAS values on each factor in each strategy.7. Decision.The largest total TAS value indicates the best recommended strategy to execute.

A. SWOT Analysis
The calculation of the weight score in IFAS (Internal Factor Analysis Summary) is generated from the multiplication between the weight value and the rating.Details of IFAS in the field of tourism in Sungai Langka village in Gedong Tataan settings can be seen in the following table: Based on the table above, it is known that the total opportunity score is 1.76 and the total threat score is 1.67.The total EFAS score of 0.09 is derived from subtracting the total opportunity score by the total threat score.In the SWOT analysis, a total IFAS score of 0.30 and a total EFAS score of 0.09 were obtained.From the total IFAS and EFAS scores, a reference point will be formed for the SWOT quadrant matrix to determine the company's position.Thus, the author can make recommendations for development strategies from the position.The SWOT quadrant matrix can be seen in Figure 3 based on Figure 3, it can be seen that Sungai Langka Village tourism is in a position between the Opportunity and Strength axes, namely Quadrant I.That is, the village that is used as a case study is advised to carry out a progressive strategy by utilizing the internal strengths of the village to benefit from external opportunities to achieve increased business growth.
The next stage to determine the priority development strategy is used SWOT analysis which is a continuation of the assessment analysis.Furthermore, the strategy of developing plantation tourism in Gedong Tataan can be seen from the following SWOT analysis matrix:

B. QSPM Analysis
After the input stage, internal and external environment analysis through IFAS and EFAS and the next SWOT matrix stage is the stage of taking four priorities using QSPM to objectively determine among alternative strategies.Based on the results of the QSPM assessment, the order of the four highest TAS values is taken to produce alternative priority strategies that can be implemented in ecotourism development in Sungai Langka village.

V. CONCLUSION
Based on the results of research conducted in Sungai Langka village, Gedong Tataan District as a case study, regarding the study of ecotourism potential, the following conclusions can be drawn: 1. Sungai Langka Village has various ecotourism potentials to be developed.These potentials include natural potential in the form of views of natural beauty from unspoiled plantations.The potential of flora such as horticultural crops, cocoa, salak to oranges is used by local villagers to be processed as additional income from the sale of raw materials to finished materials.Cultural potential can be seen from the jelujur embroidery group accompanied by Pokdarwis (Tourism Awareness Group) as a typical cultural heritage of Lampung and finally the potential of material heritage in the form of baths from the Dutch era known as Pekon Janda in Sungai Langka Village.2. Based on the results of IE analysis, it can be seen that the tourism position of Sungai Langka Village is in Quadrant I.That is, Sungai Langka village is advised to carry out a progressive strategy by utilizing the internal strength of the village to benefit from external opportunities to achieve increased business growth.This strategy can be interpreted as strengthening the variables of strength owned and developing quality such as the quality of human resources, increasing accreditation of tourist attractions, and strengthening cultural elements.3. Alternative priority strategies that can be used for ecotourism development successively based on the results of the QSPM analysis assessment are utilizing information technology and social media in an effort to promote the potential of tourist attractions, increasing tourist

4 .
Determine the value of attractiveness scores (AS) by reflecting on all factors for each strategy.The provisions of the US value are as follows: Value 1 = Not interesting Value 1 = Slightly interesting Value 1 = Interesting Value 1 = Very interesting 5. Calculates the total attractiveness scores (TAS) value by multiplying the weight by the AS.
Nature-based.Nature-based is products and markets based on nature.Nature tourism is part or whole of nature itself.Natural resource conservation is fundamental in the development and management of natural tourism.2. Ecologically sustainable.Ecological stability is the planning and management of ecologically sustainable areas.All environmental functions, both biological, physical, and social, continue to run well.3. Environmentally educative.Environmental education is intended for managers and visitors.Education is the core of ecotourism that distinguishes it from other natural attractions.Education creates an atmosphere that is fun, meaningful, caring, and appreciative of the environment.Environmental sustainability in the long term can run with educational activities.
According to the Directorate General of Destination Development, Tourism of the Ministry of Culture and Tourism, and WWF-Indonesia (2009) ecotourism has five principles as follows:1.4.Beneficial for local communities.These benefits can be direct or indirect.Direct benefits include, among others, the community involved in tourist activities, services to tourists, and sales of goods needed by tourists.Indirect benefits in the form of increased insight from tourists or managers.5.Satisfaction for tourists.Satisfaction is the fulfillment of tourists' expectations of everything that is offered.b. StrategyStrategy is a series of commitment or integrated actions, formulated to exploit core competence and achieve competitive advantage.Strategy as target formulation and long-term objective of an organization, actions direction, and also required resources to achieve the target (Putra & Nasution, 2018).

Table 2
The calculation of the weight score in EFAS (External Factor Analysis Summary) is generated from the multiplication between the weight value and the rating.Details of EFAS in tourism in Sungai Langka village in Gedong Tataan settings can be seen in the following table: