Analisis EFAS untuk Pengembangan Potensi Wisata Kebun Durian Sangiang Bedil

Abstract

This research discusses the importance of PEST (Political, Economic, Social, and Technological) analysis in making strategic decisions for companies operating in the tourism sector. PEST analysis helps companies understand and anticipate changes in the external environment that can affect business operations and sustainability. In the tourism industry, political factors such as government regulations and political stability greatly influence tourist flows. Economic factors, including currency fluctuations and global economic conditions, have a direct impact on purchasing power and the number of tourist visits. Meanwhile, social changes, such as consumer preferences and tourism trends, as well as technological developments, such as digitalization and online booking platforms, also play an important role. Through case studies of several tourism companies, this research shows that a deep understanding of PEST factors enables companies to develop adaptive and proactive strategies, increase competitiveness, and ensure sustainable growth in a dynamic business environment. The results of this research emphasize that PEST analysis is not only a diagnostic tool but also an important element in effective strategic planning for companies in the tourism sector.