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Saudi Journal of Economics and Finance
Abbreviated Key Title: Saudi J Econ Fin
ISSN 2523-9414 (Print) |ISSN 2523-6563 (Online)
Scholars Middle East Publishers, Dubai, United Arab Emirates
Journal homepage: http://saudijournals.com
Original Research Article
Takisung Beach Tourism Development Strategy in Takisung District,
Tanah Laut Regency
Anggraini Fajriyah*, Asmu I, Mahyuni, Andi Tenri Sompa, M Anshar Nur
Development Administration Master Study, Posgraduate Program, Lambung Mangkurat University, Pangeran Brigjen H. Hasan Basri
Street, District North Banjarmasin, Banjarmasin City, South Kalimantan 70123, Indonesia
DOI: 10.36348/sjef.2021.v05i07.003 | Received: 06.06.2021 | Accepted: 09.07.2021 | Published: 14.07.2021
*Corresponding author: Anggraini Fajriyah
Abstract
The tourism object with the greatest potential to be developed in Tanah Laut Regency is the Takisung Beach which is
located in Takisung District. This tourist attraction is one of the largest contributors to regional revenue in the tourism
sector. The development of Takisung tourism also advances the community's economy. Therefore there is a need for a
tourism development strategy on Takisung Beach so that the application of city branding by developing the tourism
sector. It is considered as the fastest to affect regional economy because it involves the community directly, and tourism
has the potential to develop economic opportunities through tourism industry by involving the community. The research
method used a qualitative research approach and descriptive type. Researchers conducted structured interviews with
informants in Tanah Laut Regency Government (Tourism Office), Takisung Beach UPT (Technical Implementation
Unit) and parties from tourism awareness groups called POKDARWIS, using data analysis, namely SWOT analysis. The
results showed that Tanah Laut Regency Tourism Office had tried their best in developing the existing potential. The
strategy carried out by Tanah Laut Regency Tourism Office includes several steps, namely preservation, coaching and
development, which are said already run well. To support its existence, several facilities have been provided by Regional
Government and the private sector which are classified into several aspects, namely the aspects of attractions that are
differentiated based on the criteria of what can be seen (something to see), what can be done (something to do), and what
can be purchased (something to buy); accessibility / transportation aspects; facilitation aspects consisting of hotels and
inns, restaurants, souvenir shops / stalls, clean water and sanitation infrastructure, solid waste, electricity networks,
telecommunications facilities and infrastructure, gazebos / shelters and other supporting facilities; as well as information
and promotion aspects.
Keywords: Development Strategy, Tourism, Takisung Beach, SWOT Analysis.
Copyright © 2021 The Author(s): This is an open-access article distributed under the terms of the Creative Commons Attribution 4.0 International
License (CC BY-NC 4.0) which permits unrestricted use, distribution, and reproduction in any medium for non-commercial use provided the original
author and source are credited.
1. INTRODUCTION national economy development. Local governments in
Indonesia has natural and human resources as implementing development aimed at improving
well as cultural resources which are quite large as the people's welfare must try to explore, increase and
basic capital of tourism growth and development. This maximize the potential that exists in the area that can be
basic capital, if managed, planned and directed developed.
properly, will have a major role in supporting the
achievement of national goals, namely: increasing the South Kalimantan is one of the tourist
welfare and prosperity of the society, expanding and destinations in Indonesia. Although South Kalimantan
equalizing business opportunities, employment is not included in the top ten priority tourist destinations
opportunities, encouraging regional development, yet, but the region potential is quite large compared to
introducing and utilizing tourist objects and attractions, other provinces in Indonesia. Tanah Laut Regency is
also fostering love for the country and strengthening the second largest district in South Kalimantan based on
friendship between nations. its geographical location. It has the potential for diverse
natural resources and cultural heritage. The cultural
The development of tourism sector in potential of Tanah Laut Regency has personal and
Indonesia is currently showing a significant role of exotic values that differentiate it from other regions in
South Kalimantan. In addition, Tanah Laut Regency has
Citation: Anggraini Fajriyah et al (2021). Takisung Beach Tourism Development Strategy in Takisung District, Tanah 268
Laut Regency. Saudi J Econ Fin, 5(7): 268-276.
Anggraini Fajriyah et al., Saudi J Econ Fin, July, 2021; 5(7): 268-276
potential in the tourism sector with natural tourism which aims to introduce Tanah Laut Regency tourism
potential and attractive ecotourism. both inside and outside the region. This logo brand
expected becomes a logo or icon for marketing
These potentials and opportunities also strategies as tourism identity of Tanah Laut Regency.
encourage the Regional Government of Tanah Laut
Regency to carry out promotions by developing tourism Tanah Laut Regency has seven tourist
sector which aims to improve the local economy. Tanah attractions that are managed by the Regional
Laut Regency regent, H Sukamta, stated that the Government through the Tourism Office, including the
application of city branding by developing tourism Takisung Beach tourist spot which is the “belle” of
sector is considered to have the fastest impact on tourism in Tanah Laut Regency, then Batakan Beach,
regional economy because it involves the community Bajuin Waterfall, Batu Lima Beach, Swarangan Beach,
directly, and tourism has the potential to develop Mount Kayangan, and Mina Tirta City Park which has
economic opportunities through tourism industry by Water Bike / Water Balloon tours. These seven tourist
involving the community (retrieved from official attractions are a significant source of Regional Original
website of Tanah Laut Regency, 2019). The Income in revenue at the Tourism Office. But, if
development plan places the tourism sector as the main examined in detail, the seven tourism spots can still be
development component. In Long-Term Development improved both from marketing and from their
Plan (RPJP) year 2005-2025 and in accordance with management. The tourism object with the greatest
Regional Regulation No. 13/2010, Tanah Laut Regency potential to be developed is the Takisung Beach tourist
has targeted to become “The Most Advanced attraction in Takisung District because this tourist
Argopolitan and Tourism District in South Kalimantan attraction is one of the largest contributors to regional
in 2027”. revenue in the tourism sector. It also has a tourist
attraction manager under the local government of Tanah
Tanah Laut Regency has held the Launching Laut Regency.
of Tourism Branding Logo "Fantastic Tanah Laut"
Table-1.1: Number of Tourist Visitors and Income on Tourism Objects in Tanah Laut Year 2017-2020
No Indicator Year Target Realization
1 Number of visitors 2017 250.000 people 232.655 people
Number of tourism sector revenue Rp.460.050.000 Rp.460.638.250
2 Number of visitors 2018 275.000 people 340.362 people
Number of tourism sector revenue Rp.480.072.500 Rp.370.683.500
3 Number of visitors 2019 280.000 people 346,366 people
Number of tourism sector revenue Rp.521.372.600 Rp.633.093.600
4 Number of visitors 2020 285.000 people 330.241 people
Number of tourism sector revenue Rp.800.000.000 Rp.1.273.569.500
From the report above, there are several things should be involved in providing tourist transportation
as duties for Tanah Laut Regency Tourism Office, services and culinary service providers. Besides
including the inadequate facilities and infrastructure utilizing existing potentials such as in making souvenirs
available in tourist objects, there is no guarantee of from umang-umang shells or other marine products, the
security for tourist visitors and there are obstacles in community is also empowered in managing marine
access to public or private transportation to reach tourist products such as fish to be processed into various
objects. In addition, information about tourist objects in processed foods such as salted fish, shredded fish and
Tanah Laut Regency is not fully accessible yet from others which are also typical souvenirs from Takisung.
various sources and the quality of service is not optimal However, after the researcher made initial observations
for visitors to tourist attractions. It is seen from reviews at the research location, there were several problems
of tourist visitors who have visited seven tourist that occurred at Takisung Beach, namely:
attractions in Tanah Laut Regency (Tourism Office 1) Takisung Beach, which has been around for a long
Report). 2020 year). time in Tanah Laut Regency, is not fully managed
due to the sluggishness of visitors who prefer the
Tourism development in Tanah Laut Regency, other new beaches.
especially the Takisung beach, opens up new jobs for 2) Poor waste management.
the community. Many people can be involved directly 3) The accessibility of the roads around the beach is
or indirectly in tourism activities, especially as narrow, making it prone to congestion on holidays.
providers of tourism services. This has become a 4) Until now, the local government has not been able
separate livelihood for the people around the coast, with to provide maximum lighting at night so that
the development of Takisung tourism helping to Takisung Beach tends not to operate optimally at
advance the community's economy. The community night. Whereas in general the beaches that are
© 2021 |Published by Scholars Middle East Publishers, Dubai, United Arab Emirates 269
Anggraini Fajriyah et al., Saudi J Econ Fin, July, 2021; 5(7): 268-276
managed by the local government continue to infrastructure and facilities. The demand component
operate even at night. consists of tourists and local residents who use tourism
5) There are still no lodging places for visiting tourists resources (products and services).
so that it can be a problem in developing the
tourism sector on Takisung Beach. In developing the world of tourism,
cooperation is required between each party as a
The focus of this research is aimed at the stakeholder by paying attention to each function and
tourism development strategy managed by the Regional role. This is in accordance with what is mandated in the
Government in Tanah Laut Regency, namely the Law of the Republic of Indonesia Number 10 of 2009
Takisung Beach tourist attraction. The formulation of concerning Tourism, there are at least 3 (three)
the problem in this research is: "What is the strategy for components of tourism development stakeholders in
developing tourism objects and what are the factors Indonesia, namely:
driving and inhibiting the development strategy of the 1) First, the government and / or local government.
Takisung Beach Tourism Object, Takisung District, and 2) Second, the private sector / industry, both foreign
Tanah Laut Regency." While the purpose of this study investors and / or domestic industry players.
is to determine how the tourism development strategy 3) Third, related community parties, either as
on Takisung Beach can increase the number of tourist workers, actors in tourism business activities or as
visitors who come to Takisung Beach and determine the hosts.
factors that are driving and inhibiting the development
strategy of the Takisung Beach tourism object, Tourism plays an important role in
Takisung District, Tanah Laut Regency. development because it has an impact on country or
region economy that is a tourist attraction. Tourism and
2. LITERATURE REVIEW its supporting activities is one of the sectors that has a
2.1. Theoretical Concepts role in the development process, regional development
2.1.1. Development Concept and ultimately contributes to the income of a region and
In general, the meaning of development is every society.
effort to create a better life as defined by a country "an
increasing attainment of one's own cultural values" Regarding the development strategy of
(Tjokrowinoto, 1996: 1). The benchmark of Takisung Beach in accordance with Higgins' opinion
development is not only per capita income, but must be (in J. Salusu 2003: 101-104), there are four levels of
accompanied by an improvement in income strategy, namely:
distribution, a reduction in poverty and a reduction in 1) Enterprise Strategy
the unemployment rate. Meanwhile, according to This strategy is related to community response.
Gamal Suwantoro (1997: 56) development is advancing Every organization has a relationship with the
and improving or enhancing something that already community, where they have very varied interests and
exist aims to develop quality, balanced and gradual demands on the organization, so that it needs to be
products and services. given attention by strategists.
2.1.2. Tourism Development Strategy 2) Corporate Strategy
According to Gamal Suwantoro (1997) Sapta This strategy is related to the mission of the
tourism development policies are: promotion, organization, so it is often called a grand strategy which
accessibility, tourism areas, marine tourism, tourism covers what areas an organization is involved in.
products, human resources, and a national campaign for
awareness of tourism. 3) Business Strategy
This strategy explains how to seize marketing
According to the Law of the Republic of in community or how an organization can achieve
Indonesia Number 10 of 2009 concerning tourism, it is comparative advantage wihich is intended to obtain
stated that tourism is a variety of tourist activities and is strategic advantages while supporting the organization
supported by various facilities and services provided by development to a better level.
the community, businessmen, government and local
governments. Tourism is the whole activity of 4) Fungsional Strategy
government, business and society to regulate, manage This strategy is a support to support the
and serve the needs of tourists. (Karyono, 2017: 15). success of other strategies. There are three functional
strategies, namely:
The tourism development strategy also a) Economic functional strategy: includes functions
intended to develop quality, balanced and gradual that enable the organization to live as a healthy
products and services. The tourism component itself economic unit, including those related to finance,
consists of supply and demand components. The marketing, resources and development.
components of the preparation consist of tourist objects,
tourism facilities, tourism services, environmental
© 2021 |Published by Scholars Middle East Publishers, Dubai, United Arab Emirates 270
Anggraini Fajriyah et al., Saudi J Econ Fin, July, 2021; 5(7): 268-276
b) Management functional strategy: covers regional development strategy formulated does not
management functions which include planning, overlap one quadrant with another.
organizing, implementing, controlling.
c) Strategic strategic issues: controlling the 3. MATERIAL AND METHODS
environment, both the environment that is already 3.1. Research Approach
known and the situation that is not known yet or is This study uses a qualitative approach, namely
always changing. a research approach based on phenomenology and the
constructivism paradigm in developing science. This
2.1.3. SWOT Analysis study intends to reveal how the tourism development
SWOT analysis according to Sjafrizal (2014) strategy of Takisung Beach in marketing tourist objects,
is basically a technique of systematically identifying increasing the number of tourists who come, and
various factors and determinants of the institution knowing the driving and inhibiting factors in the
development. The SWOT analysis technique aims to strategy of developing a tourist attraction in Takisung
evaluate the conditions of the activity concerned scope, Beach, Takisung District, Tanah Laut Regency.
which can be used to formulate a development strategy
for the institution concerned. SWOT analysis is In order to achieve the objectives of this study,
intended to see what the strengths and weaknesses of the researchers used the SWOT analysis method. The
Takisung Beach are and see how the existing potentials analysis is based on logic that maximizes strengths and
are, also provide development input according to this opportunities, but at the same time minimizes
potential. weaknesess and threats. Furthermore, the analysis is
carried out through the stages of data reduction, data
The SWOT matrix is a systematic way of modeling, data classification and conclusions, in order
identifying the four factors included in the analysis that to obtain a strategy for developing the tourism object of
illustrate the best fit between them. This analysis is Takisung Beach. The research location is located in the
based on the assumption that a strategy will maximize tourist attraction of Takisung Beach, Takisung District,
strengths and opportunities, as well as minimize Tanah Laut Regency, and South Kalimantan.
weaknesses and threats. The SWOT matrix is used to
develop four types of alternative strategies, namely SO Primary data in this study were notes on the
(strengths - opportunities), WO strategy (weaknesess - results of interviews and direct field observations.
opportunities), ST strategy (strengths - threats), and WT Sources of informants in this study include:
strategy (weaknesess - threats). a) Head of the Tanah Laut Regency Tourism Office
b) Head of the Tourism Destination Division
In the First Quadrant, a strategy can be c) Head of Tourism Marketing
produced by connecting the elements of strength and d) Head of the Economic and Natural Resources
the elements of opportunity. This strategy is commonly Sector at Bappeda Tanah Laut Regency
called the S-O Strategy and some even call it a Growth e) Head of the UPT Takisung Tourism Object
Oriented Strategy. f) Pokdarwis as a tourist attraction
In the Second Quadrant, a regional Secondary data in this study is in the form of
development strategy can be produced by linking data from the Tanah Laut Regency Tourism Office
elements of strength and threat. This strategy is also database, documentation and others regarding
commonly referred to as S-T Strategy which is more of information related to research.
a Defensive Strategy against threats that come from
outside. The data collection instruments used
questionnaires, observation forms, other forms related
In Quadrant Three, a regional development to data recording and so on. This research was carried
strategy can be generated by linking the elements of out by direct researchers, including determining
weakness with the opportunities available. This strategy problems, extracting data, analyzing data, conducting
is also commonly referred to as W-O Strategy that is discussions and drawing conclusions.
more in the nature of inward adjustment of policies
(Internal Adjusment Oriented). The data analysis used in this research is a
SWOT analysis to find out how to analyze the tourism
In the Fourth Quadrant, a regional development strategy at Takisung Beach. The analysis
development strategy will also be produced by linking stage begins by formulating factors related to internal
the elements of weakness and threat. This strategy is and external factors in the form of strengths,
commonly referred to as the W-T Strategy which is a weaknesses, opportunities and threats that will be
Self-Defense Strategy. Each of these quadrants can obtained using a SWOT analysis. The results of the
produce one or more strategies for regional assessment of internal and external conditions will
development or the development of the relevant produce a group of factors, namely; strength, weakness,
institution. The important thing to do is so that the opportunity and threat.
© 2021 |Published by Scholars Middle East Publishers, Dubai, United Arab Emirates 271
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