Strategy for Developing a Start-Up Tourism Village into an Independent Tourism Village in Ululoga Village, Flores, East Nusa Tenggara

Abstract

The development of village tourism as alternative tourism has been done in the village of Ululoga. This research aims to formulate the right development strategy for Ululoga Village, as one of the start-up tourism villages. Both qualitative and quantitative methods are used in this study. There were 10 informants as well as respondents, consisting of tourism stakeholders in the region and the local community of Ululoga Village. The results reveal that there are internal and external factors that are examined in the IFE/EFE matrix. Ululoga Tourist Village is located in cell I of the IE matrix, with an IFE matrix score of 3.081 and an EFE matrix score of 3.008. The SWOT matrix analysis formulated 11 alternative strategies. The alternative strategies were then examined using the QSPM matrix to determine the priorities of the strategy that can be implemented for the advancement of Ululoga Village from a start-up to an independent tourism village. According to the QSPM matrix analysis results, optimizing the use of village funds for the development of village potential became a prioritized strategy because it obtained the largest total attractiveness score (TAS) with a total of 4.923 points.