<![CDATA[AbstrakPengembangan destinasi wisata perdesaan memerlukan strategi yang tepat agar mampu meningkatkan daya saing destinasi sekaligus mendukung pembangunan pariwisata yang berkelanjutan. Catra Garden di Desa Pesantren, Kecamatan Blado, Kabupaten Batang merupakan destinasi wisata berbasis masyarakat yang memiliki potensi untuk dikembangkan, namun masih menghadapi berbagai kendala dalam aspek pengelolaan, sumber daya manusia, promosi, dan infrastruktur pendukung. Penelitian ini bertujuan untuk mengidentifikasi faktor internal dan eksternal yang memengaruhi pengembangan wisata Catra Garden, menentukan posisi strategis destinasi, serta merumuskan strategi prioritas pengembangannya menggunakan metode Quantitative Strategic Planning Matrix (QSPM). Penelitian menggunakan pendekatan deskriptif kuantitatif dengan dukungan analisis kualitatif melalui observasi, wawancara, dan dokumentasi. Informan penelitian terdiri atas empat informan ahli (expert judgment), yaitu Kepala Desa, Pengelola Wisata, serta dua pengurus Badan Usaha Milik Desa (BUMDes), dan sepuluh responden pendukung yang terdiri atas masyarakat dan wisatawan. Analisis data dilakukan menggunakan Internal Strategic Factors Summary (ISFS), External Strategic Factors Summary (ESFS), Internal–External (IE) Matrix, SWOT, dan QSPM. Hasil penelitian menunjukkan bahwa Catra Garden memperoleh skor ISFS sebesar 3,57 dan ESFS sebesar 3,62, yang menempatkan destinasi pada posisi Grow and Build. Berdasarkan analisis QSPM, strategi Strength–Opportunity (SO) menjadi prioritas utama dengan nilai Total Attractiveness Score (TAS) sebesar 2,10. Strategi tersebut meliputi pengembangan ekowisata berbasis potensi lokal, peningkatan kapasitas sumber daya manusia, optimalisasi promosi digital, penguatan kemitraan, serta peningkatan infrastruktur penunjang wisata. Hasil penelitian ini diharapkan dapat menjadi acuan bagi pengelola dan pemerintah daerah dalam merumuskan kebijakan pengembangan destinasi wisata perdesaan yang berdaya saing dan berkelanjutan.Kata Kunci: Pengembangan Pariwisata; QSPM; Wisata Perdesaan, Pariwisata Berkelanjutan; SDGs 11Abstract The development of rural tourism destinations requires appropriate strategies to enhance destination competitiveness while promoting sustainable tourism development. Catra Garden, located in Pesantren Village, Blado District, Batang Regency, is a community-based tourism destination with considerable development potential but still faces challenges related to management, human resources, promotion, and supporting infrastructure. This study aims to identify the internal and external factors affecting the development of Catra Garden, determine its strategic position, and formulate priority development strategies using the Quantitative Strategic Planning Matrix (QSPM). A descriptive quantitative approach supported by qualitative analysis was employed through observation, interviews, and documentation. The study involved four expert informants, namely the Village Head, the Tourism Manager, and two representatives of the Village-Owned Enterprise (BUMDes), as well as ten supporting respondents consisting of local residents and tourists. Data were analyzed using the Internal Strategic Factors Summary (ISFS), External Strategic Factors Summary (ESFS), Internal–External (IE) Matrix, SWOT analysis, and QSPM. The results indicate that Catra Garden achieved an ISFS score of 3.57 and an ESFS score of 3.62, placing the destination in the Grow and Build category. Based on the QSPM analysis, the Strength–Opportunity (SO) strategy was identified as the highest priority with a Total Attractiveness Score (TAS) of 2.10. The priority strategies include the development of local potential-based ecotourism, enhancement of human resource capacity, optimization of digital promotion, strengthening strategic partnerships, and improvement of tourism-supporting infrastructure. These findings provide practical recommendations for destination managers and local governments in developing competitive and sustainable rural tourism destinations. Keywords: Tourism Development; QSPM; Rural Tourism; Sustainable Tourism; SDG 11 ]]>
Copyrights © 2026
