Analysis of Internal and External Factors to Design a Tabuik Festival Development Strategy in West Sumatera

Abstract

In the Calendar of Event (COE) launched by the Ministry of Tourism on August 14, 2019, it was noted that the Province of West Sumatra had 3 (three) flagship events, and as in previous years, the Tabuik Festival was not one of them. The Tabuik Festival is a very unique cultural tourism attraction, but as tourism advances in Indonesia, the Tabuik Festival is increasingly lagging. The purpose of this study is to find better development strategies through internal and external factor analysis (IE Factors analysis). This study uses a combination of qualitative and quantitative methods (mix method) with an unbalanced mixed model (concurrent embedded) with a quantitative approach as the primary method. To produce the formulation of the Tabuik Festival development strategy, Strength, Weakness, Opportunity, and Threat (SWOT) analysis is used. Qualitative data collection techniques were carried out through interviews, observations, documentation, and literature studies, while quantitative data were collected using a questionnaire. The results of the study obtained a score with a fairly good category, but in some analyses of internal and external indicators obtained results conflicting with the lowest score so that it can be a threat and weakness. From the results of this analysis, it can be concluded that the Tabuik Festival requires a development strategy to maximize its potential so that it can become one of the leading cultural tourism in West Sumatra.