PENGEMBANGAN STRATEGIS MUSEUM PERJUANGAN TNI SEBAGAI WISATA SEJARAH MEDAN: PENDEKATAN ANALISIS SWOT
Keywords:
Historical Tourism, Museum Management, SWOT Analysis, Strategic Development, Heritage TourismAbstract
This research aims to explore the strategic development potential of the Indonesian National Armed Forces (TNI) Struggle Museum in Medan as a historical tourism destination through comprehensive SWOT analysis. The study evaluates internal and external factors affecting museum development using External Factor Analysis Summary (EFAS) and Internal Factor Analysis Summary (IFAS) matrices. Using qualitative methodology, data were collected through observations, interviews with museum management and visitors, document analysis, and exhibition material review. The research involved 35 tourist respondents and museum management interviews. Results indicate the museum positioned in Quadrant I (Growth Strategy), with total IFAS score of 3.45 and EFAS score of 3.28, suggesting aggressive growth strategies should be implemented. Key strengths include unique military historical collections (502 artifacts), strategic location accessibility, and strong educational value. Main opportunities involve growing heritage tourism market and government support for cultural preservation. The study recommends implementing penetration strategies, facility enhancement, digital integration, and collaborative partnerships to maximize the museum's potential as a premier historical tourism destination.
References
Anderson, P., & Williams, R. (2023). Educational tourism in the post-pandemic era: Emerging trends and strategic implications. Journal of Tourism and Education, 18(2), 245-262.
Bedford, L. (2023). Digital storytelling in museums: Enhancing visitor engagement through technology integration. Museum Management and Curatorship, 38(4), 412-428.
Chen, S., Wang, Y., & Li, X. (2021). Digital transformation in museum visitor experience: A systematic review and future research agenda. Tourism Management, 89, 104-118.
David, F. R., David, F. R., & David, M. E. (2021). Strategic Management: A Competitive Advantage Approach, Concepts and Cases (17th ed.). Pearson.
Garcia, L., & Martinez, C. (2024). SWOT analysis applications in Latin American heritage tourism development. Tourism Planning & Development, 21(3), 445-462.
Kumar, S., & Singh, A. (2024). Strategic planning for heritage tourism in developing countries: A comprehensive framework. International Journal of Tourism Research, 26(2), 234-251.
McKercher, B., & du Cros, H. (2020). Cultural Tourism: The Partnership Between Tourism and Cultural Heritage Management (3rd ed.). Routledge.
Ministry of Tourism and Creative Economy. (2022). National Museum Development Strategy 2022-2025. Republic of Indonesia Government Publication.
Porter, M. E. (2023). Competitive Strategy: Techniques for Analyzing Industries and Competitors (Updated ed.). Free Press.
Sari, P., Wijaya, S., & Kusuma, H. (2021). Indonesian museum tourism development: Current status and future prospects. Journal of Indonesian Tourism Studies, 12(3), 234-251.
Timothy, D. J., & Boyd, S. W. (2020). Heritage Tourism in the 21st Century: Valued Traditions and New Perspectives. Channel View Publications.
Thompson, J., & Lee, S. (2020). Military museums and heritage tourism: International perspectives on preservation and interpretation. International Journal of Heritage Studies, 26(8), 745-762.
Zhang, M., Liu, K., & Brown, A. (2024). Museum visitor engagement in the digital age: Implications for heritage tourism. Tourism Management Perspectives, 51, 101-115.
