Swot analysis of prambanan temple as a cultural tourist attraction in Yogyakarta 1. HALAMAN JUDUL
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SWOT ANALYSIS OF PRAMBANAN TEMPLE
AS A CULTURAL TOURIST ATTRACTION
IN YOGYAKARTA
FINAL PROJECT REPORT
Submitted as a Partial Requirement in Obtaining Degree
in the English Diploma Program, Faculty of Letters and Fine Arts,
Sebelas Maret University
By:
Nia Indah Puspawati
C9310085
ENGLISH DIPLOMA PROGRAM
FACULTY OF LETTERS AND FINE ARTS
SEBELAS MARET UNIVERSITY
SURAKARTA
2013
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MOTTO
All that glitters is not always gold
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DEDICATION
I present my final project report to :
My God, Tuhan YME
My beloved parents, father and mother
My little sisters
My big family
All my friends in English Diploma Program
2010, especially Class C
All my friends in Badan Eksekutif
Mahasiswa (BEM) FSSR
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PREFACE
I would like to say my gratitude to God for blessings so that I could do the
job training activities well and report them in this final project report entitled
“SWOT analysis of Prambanan temple as a cultural tourist attraction in
Yogyakarta ”. This report was written to fulfill the partial requirement in obtaining
degree in English Diploma Program, Faculty of Letters and Fine Arts, Sebelas
Maret University.
This report discusses the SWOT analysis of Prambanan temple that are
divided into three parts. I took this analysis because it is suitable method to
analyze Prambanan temple as interesting and popular destination for domestic and
international tourists. This report contains information about the job training
activities, the weaknesses and threats faced by the management of Prambanan
temple and the effort done by the management.
I would also like to say thank to everyone who supports and gives spirit to
finish this report. A great thank is also expressed to Ardianna Nuraeni, S.S.,
M.Hum, as my supervisor who gives guidance so I can finish the report fluently.
I realized that this final project report is far from being perfect. Therefore,
any criticisms and advices are appreciated. I hope that this report will be useful
and have some contributions for all readers.
Surakarta, August 2013
Nia Indah Puspawati
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vi
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ACKNOWLEDGMENTS
Praise to the God, because of His blessings, I can finish this final project
report. I realize that this report can be finished due to many people’s support.
Therefore, I would like to express my deepest thank to those who have supported
me during accomplishing this report.
1. Ardianna Nuraeni, S.S., M.Hum, as my supervisor of the final project
report. Thank you for guidance, patience and time.
2. Yusuf Kurniawan, S.S., MA, as the Head of English Diploma Program and
as my academic supervisor. Thank you for your time and advice during my
study in English Diploma Program.
3. Drs. Riyadi Santosa, M.Ed, Ph.D, as the Dean of Faculty of Letters and Fine
Arts, Sebelas Maret University for approving this final project.
4. All the Lecturers of English Diploma Program. Thank you for your time and
your patience to teach and give me valuable knowledge.
5. All the Administration Staffs of English Diploma Program. Thanks for your
assistance during my study.
6. All staffs of Prambanan office, Mr. Jumiran, Mr. Sumantri, Mrs. Dyah and
Mr. Catur Sulistya. Thank you for your guidance and patience.
7. All of my beloved friend, both old and new, such as my roomie, Ressani
Elmidya Paramita , my friends in Yogyakarta, Rabella, Olive and Lingga and
also the others especially Isna Fataya and Luluk Rifah.
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8. My beloved parents, Father and Mother. Thank you for your endless love
and care. I will always try to do the best for you.
9. My sisters. Thanks for your support and prayer.
10. All my friends of English Diploma Program, especially Class C 2010.
Thanks for your friendship. I hope we can be best friend forever.
11. All my friends of Badan Eksekutif Mahasiswa (Executive Student Board).
Thanks for valuable experience and education given to me and also for some
supports and advices.
Surakarta, August 2013
Nia Indah Puspawati
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viii
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ABSTRACT
Nia Indah Puspawati, 2013. SWOT Analysis of Prambanan Temple as a
Cultural Tourist Attraction in Yogyakarta. English Diploma Program,
Faculty of Letters and Fine Arts, Sebelas Maret University.
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 commit
provide totheuser
guides, adding new and innovative
ix
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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
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TABLE OF CONTENTS
TITLE ......................................................................................................................... i
APPROVAL OF SUPERVISOR ................................................................................ ii
APPROVAL OF THE BOARD OF EXAMINERS ................................................... iii
MOTTO ...................................................................................................................... iv
DEDICATION ............................................................................................................ v
PREFACE ................................................................................................................... vi
ACKNOWLEDGMENTS.. ........................................................................................ vii
ABSTRACT ................................................................................................................ ix
TABLE OF CONTENTS ............................................................................................ xi
CHAPTER 1 : INTRODUCTION .............................................................................. 1
1.1
Background ..................................................................................................... 1
1.2
Objectives ....................................................................................................... 4
1.3
Benefits ........................................................................................................... 4
CHAPTER II : LITERATURE REVIEW .................................................................. 5
2.1
Tourism Overview .......................................................................................... 5
2.2
Tourism Product.............................................................................................. 8
2.3
SWOT Analysis .............................................................................................. 11
CHAPTER III : DISCUSSION ................................................................................... 13
3.1
Prambanan Temple ......................................................................................... 14
3.1.1 The History of Prambanan Temple ........................................................ 14
3.1.2 The Management of Prambanan Temple ............................................... 15
3.2
Job Training Activities .................................................................................... 16
3.3
SWOT Analysis towards the Prambanan Temple Tourist Park as a Cultural
Tourist Attraction ............................................................................................ 18
3.4
Some Efforts to Minimize Weaknesses and Threats Faced by PT. TWC
Prambanan ....................................................................................................... 33
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CHAPTER IV : CONCLUSION AND SUGGESTION ............................................ 38
4.1
Conclusion ...................................................................................................... 38
4.2
Suggestion ....................................................................................................... 40
BIBLIOGRAPHY
APPENDICES
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SWOT ANALYSIS OF PRAMBANAN TEMPLE
AS A CULTURAL TOURIST ATTRACTION
IN YOGYAKARTA
FINAL PROJECT REPORT
Submitted as a Partial Requirement in Obtaining Degree
in the English Diploma Program, Faculty of Letters and Fine Arts,
Sebelas Maret University
By:
Nia Indah Puspawati
C9310085
ENGLISH DIPLOMA PROGRAM
FACULTY OF LETTERS AND FINE ARTS
SEBELAS MARET UNIVERSITY
SURAKARTA
2013
commit
to user
perpustakaan.uns.ac.id
digilib.uns.ac.id
commit to user
ii
perpustakaan.uns.ac.id
digilib.uns.ac.id
commit to user
iii
perpustakaan.uns.ac.id
digilib.uns.ac.id
MOTTO
All that glitters is not always gold
commit to user
iv
perpustakaan.uns.ac.id
digilib.uns.ac.id
DEDICATION
I present my final project report to :
My God, Tuhan YME
My beloved parents, father and mother
My little sisters
My big family
All my friends in English Diploma Program
2010, especially Class C
All my friends in Badan Eksekutif
Mahasiswa (BEM) FSSR
commit to user
v
perpustakaan.uns.ac.id
digilib.uns.ac.id
PREFACE
I would like to say my gratitude to God for blessings so that I could do the
job training activities well and report them in this final project report entitled
“SWOT analysis of Prambanan temple as a cultural tourist attraction in
Yogyakarta ”. This report was written to fulfill the partial requirement in obtaining
degree in English Diploma Program, Faculty of Letters and Fine Arts, Sebelas
Maret University.
This report discusses the SWOT analysis of Prambanan temple that are
divided into three parts. I took this analysis because it is suitable method to
analyze Prambanan temple as interesting and popular destination for domestic and
international tourists. This report contains information about the job training
activities, the weaknesses and threats faced by the management of Prambanan
temple and the effort done by the management.
I would also like to say thank to everyone who supports and gives spirit to
finish this report. A great thank is also expressed to Ardianna Nuraeni, S.S.,
M.Hum, as my supervisor who gives guidance so I can finish the report fluently.
I realized that this final project report is far from being perfect. Therefore,
any criticisms and advices are appreciated. I hope that this report will be useful
and have some contributions for all readers.
Surakarta, August 2013
Nia Indah Puspawati
commit to user
vi
perpustakaan.uns.ac.id
digilib.uns.ac.id
ACKNOWLEDGMENTS
Praise to the God, because of His blessings, I can finish this final project
report. I realize that this report can be finished due to many people’s support.
Therefore, I would like to express my deepest thank to those who have supported
me during accomplishing this report.
1. Ardianna Nuraeni, S.S., M.Hum, as my supervisor of the final project
report. Thank you for guidance, patience and time.
2. Yusuf Kurniawan, S.S., MA, as the Head of English Diploma Program and
as my academic supervisor. Thank you for your time and advice during my
study in English Diploma Program.
3. Drs. Riyadi Santosa, M.Ed, Ph.D, as the Dean of Faculty of Letters and Fine
Arts, Sebelas Maret University for approving this final project.
4. All the Lecturers of English Diploma Program. Thank you for your time and
your patience to teach and give me valuable knowledge.
5. All the Administration Staffs of English Diploma Program. Thanks for your
assistance during my study.
6. All staffs of Prambanan office, Mr. Jumiran, Mr. Sumantri, Mrs. Dyah and
Mr. Catur Sulistya. Thank you for your guidance and patience.
7. All of my beloved friend, both old and new, such as my roomie, Ressani
Elmidya Paramita , my friends in Yogyakarta, Rabella, Olive and Lingga and
also the others especially Isna Fataya and Luluk Rifah.
commit to user
vii
perpustakaan.uns.ac.id
digilib.uns.ac.id
8. My beloved parents, Father and Mother. Thank you for your endless love
and care. I will always try to do the best for you.
9. My sisters. Thanks for your support and prayer.
10. All my friends of English Diploma Program, especially Class C 2010.
Thanks for your friendship. I hope we can be best friend forever.
11. All my friends of Badan Eksekutif Mahasiswa (Executive Student Board).
Thanks for valuable experience and education given to me and also for some
supports and advices.
Surakarta, August 2013
Nia Indah Puspawati
commit to user
viii
perpustakaan.uns.ac.id
digilib.uns.ac.id
ABSTRACT
Nia Indah Puspawati, 2013. SWOT Analysis of Prambanan Temple as a
Cultural Tourist Attraction in Yogyakarta. English Diploma Program,
Faculty of Letters and Fine Arts, Sebelas Maret University.
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 commit
provide totheuser
guides, adding new and innovative
ix
perpustakaan.uns.ac.id
digilib.uns.ac.id
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
commit to user
x
perpustakaan.uns.ac.id
digilib.uns.ac.id
TABLE OF CONTENTS
TITLE ......................................................................................................................... i
APPROVAL OF SUPERVISOR ................................................................................ ii
APPROVAL OF THE BOARD OF EXAMINERS ................................................... iii
MOTTO ...................................................................................................................... iv
DEDICATION ............................................................................................................ v
PREFACE ................................................................................................................... vi
ACKNOWLEDGMENTS.. ........................................................................................ vii
ABSTRACT ................................................................................................................ ix
TABLE OF CONTENTS ............................................................................................ xi
CHAPTER 1 : INTRODUCTION .............................................................................. 1
1.1
Background ..................................................................................................... 1
1.2
Objectives ....................................................................................................... 4
1.3
Benefits ........................................................................................................... 4
CHAPTER II : LITERATURE REVIEW .................................................................. 5
2.1
Tourism Overview .......................................................................................... 5
2.2
Tourism Product.............................................................................................. 8
2.3
SWOT Analysis .............................................................................................. 11
CHAPTER III : DISCUSSION ................................................................................... 13
3.1
Prambanan Temple ......................................................................................... 14
3.1.1 The History of Prambanan Temple ........................................................ 14
3.1.2 The Management of Prambanan Temple ............................................... 15
3.2
Job Training Activities .................................................................................... 16
3.3
SWOT Analysis towards the Prambanan Temple Tourist Park as a Cultural
Tourist Attraction ............................................................................................ 18
3.4
Some Efforts to Minimize Weaknesses and Threats Faced by PT. TWC
Prambanan ....................................................................................................... 33
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CHAPTER IV : CONCLUSION AND SUGGESTION ............................................ 38
4.1
Conclusion ...................................................................................................... 38
4.2
Suggestion ....................................................................................................... 40
BIBLIOGRAPHY
APPENDICES
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