FORMULATION OF BUSINESS STRATEGY AND ITS IMPLICATION ON MARKETING STRATEGY OF GLAGALINGGAH PINE FOREST TOURISM KINTAMANI

Abstract

Ecological tourism has attracted much interest from tourists, this is due to a shift in the
tourism paradigm from mass tourism to special interest tourism, namely ecotourism. The
Kintamani Glagalinggah Pine Forest Tourism Wana is an ecotourism located in a protected
forest area that was built using the concept of The Cultural Forest, namely tourism that
prioritizes forest preservation and local culture. The Glagalinggah Pine Forest Tourism Area
as ecotourism in the Kintamani-Bali area must be able to reach a wider market. This research
aims to design a business strategy by analyzing the internal and external environmental
conditions of the Glagalinggah Pine Forest Tourism Wana business. The analysis technique
used is the IFAS-EFAS Matrix. The research results show that currently the Glagalinggah
Pine Forest Tourism Area is in quadrant V, "hold & maintain" and is predicted to be in
quadrant I, in the position of "growth & build in the future. The right business strategy to
apply at this time is market penetration and product development. In the future, market
development strategies must be added.