MANAGEMENT STRATEGY OF REST AREA KM 97 CIPULARANG AS A TOURIST DESTINATION Witanti Prihatiningsih, Fitria Ayuningtyas
Universitas Pembangunan Nasional Veteran Jakarta
Abstract
As the name implies, the main function of the rest area along toll roads is as a resting place. But recently, some rest areas has double function. In addition to resting place, rest area also serves as a tourist destination. In some rest areas, there are facilities that can make the location categorized as a tourist destination. The purpose of this research is to find out about the strategy of Rest Area KM 97 Cipularang as a tourist destination. This research uses SWOT analysis with qualitative method. The data was taken from the manager and visitors of Rest Area KM 97 Cipularang. The results of this study will show how the potential, weaknesses, development and threats regarding management of Rest Area KM 97 Cipularang. The conclusion is Rest Area KM 97 Cipularang wants to reach all circles, ranging from children, adolescents, adults and elderly by providing tourism facilities to fulfilled the needs of recreation along the journey and minimize risk of traffic accidents on Bandung-Jakarta toll road.
Keywords: management strategy, Rest Area KM 97, SWOT
