STRATEGIES FOR INCREASING VISITOR NUMBERS TO THE MENARA TERATAI TOURIST ATTRACTION IN BANYUMAS REGENCY BASED ON SWOT ANALYSIS

Abstract

The Menara Teratai tourist attraction is one of the iconic tourism landmarks in Banyumas Regency, However, from its establishment in 2022 through 2025, the attraction has experienced a continuous decline in visitor numbers. This study aims to analyze the internal and external factors contributing to the decline in visitor numbers and to formulate strategies for increasing visitor attendance. The research employed qualitative and quantitative descriptive methods, with descriptive statistical analysis of questionnaire results. Data were collected through observation, interviews, questionnaires, and library research. The study population consisted of visitors to the Menara Teratai tourist attraction in 2025. The sampling technique used was non-probability sampling with an accidental sampling approach. Based on calculations using the Slovin formula, a sample of 100 respondents was obtained. Data were analyzed using SWOT analysis. The results of the IE matrix analysis indicate that the Menara Teratai tourist attraction is positioned in Cell 1, indicating that its internal and external conditions are both strong. Based on this position, the recommended strategy is a growth strategy with a concentration through vertical integration. The SWOT analysis results indicate that the strategy should focus on maintaining existing strengths, capitalizing on available opportunities, minimizing weaknesses, and anticipating various threats that may affect the development of the Menara Teratai tourist attraction.