Abstrak


Swot analysis of prambanan temple as a cultural tourist attraction in Yogyakarta


Oleh :
Nia Indah Puspawati - C.9310085 - Fak. Sastra dan Seni Rupa

This final project report is composed based on the writer’s job training experience at Prambanan Temple Tourist Park for a month. This report has purposes to describe and identify the strengths, weaknesses, opportunities and threats of Prambanan Temple and to find out the efforts done by Prambanan management to minimize the weaknesses and he threats. The data for this report were taken from the observation and interview during the job training. The writer also conducted a library study to find information related to a SWOT analysis and literature review to support the report. Conclusion can be drawn that Prambanan Temple Tourist Park has some strengths, weaknesses, opportunities and threats after the analysis conducted by the writer. Prambanan Temple Tourist Park itself can be divided into 3 parts; they are the temple, the archaeological museum and the park. The temple has some strengths, such as information centre available, good standard facility and friendly staffs at ticketing office, satisfying guiding service, Ramayana ballet performance to give the visitors clearer description about the relief, listed by UNESCO as world heritage, easily accessible and accommodation provided. Besides those strengths, the temple also has some weaknesses, such as poor of English speaking skill of the information centre’s staffs and expensive charge. If we look the temple with an external point of view, the temple has opportunities, they are cooperating with other institutions, money available from Indonesia’s government and UNESCO as well as opportunity for research. Some threats that are currently faced by the temple are competition from other tourist attractions and stolen stones done by the local people. PT Taman Wisata Candi Prambanan conducts the socialization for the staffs to master English for communication, to improve the structure and infrastructure, to give discount and to increase security system to minimize those weaknesses and threats that have been mentioned earlier. The second part of Prambanan Temple Tourist Park is the archaeological museum. From internal point of view, some positive sides or strengths it has are well-maintained museum area and the properties, high standard facilities, Prambanan Audio Visual and free to enter. On the opposite, the museum also has some negatives; they are lack of written information at each object, no guides available and lack of promotion activity. From external side, museum has good opportunities, for example holding some events and opportunity for archaeologists. But, it has also some threats, they are other interesting facilities, only imitated objects in the museum and less interest of visitors. Until now, PT. TWC Prambanan does some efforts like adding new written information for each object in the museum, trying to provide the guides, adding new and innovative museum products and doing promotion activity to overcome the weaknesses and the threats they have. The third part is the park. Some strengths points that the park has are the security to secure the safety of the visitors, providing additional activities, beautiful park and health service. Besides, some weaknesses are also found, such as additional charges for other facilities and less attention by the management toward the facilities. There are also some opportunities of the park, they are attractiveness for holding events and research opportunity. However, some threats that appear are crime and safety problem and vandalism done by the visitors. Therefore, some efforts done to minimize those weaknesses and threats are installing the announcement and giving good quality of services to the visitors