Coffee Plantation Agrotourism Development Strategy with SWOT Analysis in Penggung Village, Pacitan Regency

Penggung Village is included in Pacitan Regency which is Agropolitan Area based on the Pacitan Regional Spatial Plan in 2005-2025. Development is carried out in the tourism sector with agriculture as the point. Main commodity is coffee plantations. The development is carried out with the Coffee Plantation Agro-tourism concept. It pays attention to the sustainability of the natural environment and can increase the prosperity of the people of Penggung Village. The aim of this study is to analyze the factors that become strengths, weaknesses, opportunities and threats to develop coffee plantation agro-tourism and can determine the best strategy to achieving success in the development of coffee plantation agro-tourism in Penggung Village, Nawangan District, Pacitan Regency. The method used is a mix method (quantitative and qualitative) with SWOT analysis by evaluating strengths and weaknesses as internal factors (IFE), while opportunities and threats as external factors (EFE). The results showed the development of Coffee Plantation Agro-tourism in Penggung Village Pacitan Regency is still not optimal in the provision of tourism facilities and infrastructure as well as the cultivation technology used is also not optimal. The strategy that can be used is diversification in the fourth quadrant which gives rise to four strategies. This study suggests conducting research on the quality of liberica coffee species which are the leading commodities in Penggung Village for the sustainability of Coffee Plantation Agro-tourism in Penggung Village, Pacitan Regency.