Alivanza Firdaus, Ayu Anya, and Ridjky Tegar Perkasa students of the Department of Industrial Engineering (DTI) class of 2020 won 3rd place in the Business Case Competition (BCC) LSCAMP Surabaya Institute of Technology (ITS). BCC LSCAMP ITS 2022 is a competition to solve business problems in the realm of tourism in the East Java region. This competition is held in the July-August 2022 timeframe.
Alivanza Firdaus, Ayu Anya, and Ridjky Tegar Perkasa are members of the Tamblingan Lake Team. In this competition, the Danau Tamblingan Team solved a tourism business case in the Sukobhatik Tourism Village, East Java. Sukobhatik Tourism Village is a tourism village that focuses on selling batik commodities as their main source of income. Apart from the production of written batik, the village also offers other tour packages, such as tubing tours and Sunan pilgrimages. The village also provides infrastructure accommodation in the form of houses that are used as lodging for tourists. However, the tourist village has various problems in maintaining its existence.
This problem is caused by obstacles in terms of the readiness of tourism village managers, tourist arrivals, and tourist satisfaction. Based on the analysis results of the Tamblingan Lake Team, it appears that the Sukobhatik Tourism Village is currently facing several problems due to unfavorable internal and external situations. As a result, the development of the Sukobhatik Tourism Village cannot run sustainably.
“We use VRIO (valuable, rare, inimitable, organized) analysis to examine the internal situation of Sukobhatik village. From the analysis, it was found that almost all aspects of this village still need improvement. The only aspect that has a sustainable competitive advantage is the attractiveness of the village which is shown by the various tourist objects that have been managed,” said Ayu.
“The external condition of the Sukobhatik Tourism Village was carried out using PESTEL and Porter’s Five Forces analysis. PESTEL is used to analyze factors that can influence the development of the Sukobathik Tourism Village, namely politics, economics, society, technology, legality, and environment (environmental), while Porter’s Five Forces is used to analyze the competition felt by the Sukobathik Tourism Village. From this analysis it was found that the level of competition from the Sukobathik Tourism Village (competitive rivalry) tends to be low,” continued Ridjky.
The team also carried out further analysis, namely stakeholder analysis by mapping the influence (power) and interests (interest) of each stakeholder. Seven stakeholders need to be considered in running the tourism wheel in Sukobhatik Tourism Village, namely the central government, local government, the government of the Sukobhatik Tourism Village, tourism agents, BUMDes Sukobathik, batik craftsmen, and the people of Sukobathik Village. The results of the analysis show that more attention must be given to the Sukobathik Village Government and Sukobathik BUMDes, in addition to communicating with other stakeholders, especially village communities, batik craftsmen, and local governments.
“After conducting an analysis, we formulated three solutions to overcome the problems faced by the Sukobathik Tourism Village. This strategy addresses problems from three aspects, namely the readiness of the tourism village management, tourist arrivals, and tourist satisfaction. These strategies include improving governance through strategic partnerships to create shared value, stabilizing tourist arrivals through an omnichannel marketing strategy, and increasing tourist satisfaction through the development of information systems and the use of environmentally friendly technologies,” said Alivanza.
Dean of FTUI Prof. Dr. Heri Hermansyah, S.T., M.Eng., IPU., expressed his appreciation for the achievements of Alivanza and the team. “The strategy offered by the FTUI student team was of course formulated after going through a thorough analysis. Hopefully, it can be implemented properly in a sustainable manner, and it is hoped that in the future the Sukobathik Tourism Village will be able to offer a sustainable and memorable travel experience for tourists. In addition, the strategy developed is also a form of implementation of the 4th point of the Sustainable Development Goals (SDGs), namely quality education in terms of culture and human civilization that continues to develop.”
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Bureau of Public Communications
Faculty of Engineering, University of Indonesia