Optimizing Tourism Potential Through Sasirangan Kayuh Baimbai Business Development in Banjarmasin (Study on Kayuh Baimbai Sasirangan SMEs )

Rahmat Sya'ban, Dahniar, Abdul Hadi

This study aims to determine the condition of the external and internal environment at Kayuh Baimbai Sasirangan Small and Medium Enterprises in Sasirangan Village, Banjarmasin which was conducted from May to October 2022. Through the sustainability of Sasirangan Kayuh Baimbai SMEs is expected to support local tourism, where Sasirangan can be used as souvenirs for domestic and foreign tourists who come to Banjarmasin. The research method used is descriptive exploratory which aims to find out how the implementation and development of the implementation of the Kayuh Baimbai Sasirangan strategy in knowing the various opportunities and obstacles faced and providing alternative strategies that are appropriate for use by the Kayuh Baimbai Sasirangan artisan business. The analytical tool used is SWOT analysis (Strength - Weakness - Opportunity - Threat) to obtain alternative strategies that need to be implemented and the most prioritized strategy for implementation by Kayuh Baimbai Sasirangan. Research results in Kayuh Baimbai Sasirangan SMEs are in an aggressive position and in a state of growth and development. And the alternative strategy that needs to be applied is the SO (Strength - Opportunity) strategy. In implementing the SO strategy and based on the QSPM (Quantitative Strategic Planning Matrix) matrix, what needs to be prioritized by Kayuh Baimbai Sasirangan is an Intensive strategy, namely with market penetration, product development and market development. The next alternative strategy is an integration strategy, and the last is the application of a diversification strategy.

2024/06/15

Strategy Formulation, Internal and External Environment, Kayuh Baimbai Sasirangan, Sasirangan Fabric SMEs

519

523

3047-857X

Proceedings of the International Symposium on Management (INSYMA)

Fakultas Bisnis dan Ekonomika, Universitas Surabaya

21