STRATEGI PENGEMBANGAN PROGRAM ISTANA UNTUK RAKYAT SEBAGAI DESTINASI WISATA SEJARAH DI ISTANA KEPRESIDENAN YOGYAKARTA

Abstract

Presidential Palace of Yogyakarta has a big potential to be the developed destination of both local and global tourist through the palace programs for the people or called Istura. However, the Istura program has the lowest tourist number compared with other tourist destination around it. There are still many people who do not know that Presidential Palace of Yogyakarta has an Istura program. The visitors can enter the palace to get it. Therefore, a tourist development strategy is required. The goal of this research is to describe what the Presidential Palace of Yogyakarta has been doing in development of the Istura program and formulating the development strategy. To solve the problems of Istura program are made by using descriptive research with a qualitative approach. Data collection techniques for obtaining relevant data by observing, interviewing, and documenting. Primary data obtained with interviews and observations. Secondary data obtained from documents associated agencies. The formulation of development strategies is done by identifying and analyzing internal and external factors of the organization by using SWOT analysis. Results from SWOT analysis came through seven strategies, which are: (1) Make cooperation with other agencies in the development of the Istura program; (2) Optimizing management and utilization of tools and infrastructure; (3) Optimize the performance of cultural activities by leveraging existing assets; (4) Implement competence development for guides; (5) Optimizing the socialization of the Istura program both directly and indirectly; (6) Improving and adding facilities to make it easier for tourist; (7) The standard socialization of service and repairing order of the Istura program.

Keyword: Istura Program; Tourism Development Strategies; SWOT Analysis.