THE SWOT ANALYSIS OF
THE SWOT ANALYSIS OF
SANGIRAN MUSEUM
AS TOURIST ATTRACTION
Submitted as a Partial Requirement in Obtaining Degree in the English Diploma Program, Faculty of Letters and Fine Arts, Sebelas Maret University
By
HERI SANTOSO
C 9302030
ENGLISH DIPLOMA PROGRAM
FACULTY OF LETTERS AND FINE ARTS
SEBELAS MARET UNIVERSITY
2005
MOTTO
*Live is the struggle of words (Ws. Rendra)
*Errors, like straws, upon the surface flow; He who would search for pearls must dive below (John Dryden 1631-1700)
*While I breathe, I hope
ABSTRACT
Heri Santoso. 2005. The SWOT Analysis of Sangiran
Museum as Tourist Attraction. English Diploma Program, Faculty of Letters
and Fine Arts, UNS.
This report sets out the strengths, weaknesses, opportunities, and threats of Sangiran Museum as tourist attraction by applying the SWOT Analysis in order to understand the situation of Sangiran Museum so that its quality can be increased.
This report applies descriptive method that means to describe the data without taking into accounting. They are taken through observation, interview, library studies, and gathering useful data from some writing resources. The steps in completing this report are collecting data, analysing data, and drawing conclusion. The discussion topic of this report is focused and limited on the SWOT Analysis of Sangiran Museum as tourist attraction.
Results from the analysis appear that, as a tourist attraction, Sangiran Museum has strengths, weaknesses, opportunities, and threats. The strengths are : the outstanding value of world heritage, the exhibition of cultural remains of Pleistocene period that is important for the next generation, the accessibility that is reachable, the natural environment that is suitable to get recreation, the friendly people that make tourists feel comfortable, the architecture of buildings that is unique and interesting, the special souvenir of Sangiran Museum, the cultural attraction that will attract more tourists, and the facilities like food stall, souvenir shop, praying place, and toilet that is provided for the tourists. Meanwhile, it has also some weaknesses such as the inadequate skill of foreign language of the officers and guides, the limited number of guide, the monotonous arrangement of exhibition, the limited public transportation to get to the location, the lack of facilities like certain parking area and nearby hotel. Besides, Sangiran Museum has also some opportunities; they are the opportunity to be a progressive tourist attraction, to hold package tours, to attract more tourists by holding cultural attractions intensively, to increase service to the tourists by increasing the quality of officer and quantity of guide, and to make the tourists feel more comfortable by providing more facilities and transportations to get to the location. Finally, Contaminated environment, irresponsible tourist, tourist’s disapproval because of bad service, the decrease of quality because of unprofessional management, the establishment of new facilities improperly that will damage the beautiful view, are the threats of Sangiran Museum as tourist attraction.
Based on the description above, the suggestion to Sangiran Museum is that they have to understand their situation with the intention to determine the correct steps, policies and programs in the future so that they can increase the quality and able to compete in business competition. In addition, it can not be successful unless the government of Indonesia, especially Sragen District Government, pays more attention to maximize the potency of Sangiran Museum to advance and give great contribution to the development of Indonesia.
ACKNOWLEDGMENT
Alhamdulillah. After long time in the struggle, I would like to express praise and thank first to my God (Allah SWT) for strength given to me so that I can finish this report. Greeting and thank also I express to the Prophet, Muhammad SAW, for guiding me from the darkness into enlightenment.
In this occasion, I would like to express my gratitude to all people who have helped and encouraged me to finish this work. They are:
Dr. Maryono Dwiraharjo, SU as the Dean of Faculty of Letters and Fine Arts Sebelas Maret University, Drs. Bathoro MS. MA as the head of English Diploma Program, and Dra. Zita Rarastesa, MA, my academic counsellor, for valuable advice and guidance. I also want to thank to Dra. Endang SA. MS, my paper supervisor, for the patience, attention, and time in guiding me to accomplish this final project, once more thank you very much. It does not forget also to convey very thanks to all of the lectures of English Diploma Program for teaching and giving me so much valuable knowledge. You are unforgettable in my mind.
I would like to give my gratitude also to the DIPARSENIBUD Sragen and the management of Sangiran Museum for the job training opportunity. Mr. Rusmulia, Mr. Sarjito for the time to give me information- thank you, Sir!, Mrs. Anjar, Mrs. Nining, Mr. Puji, and All the officers of Sangiran Museum who I can not mention them one by one, I am very thanks for your friendliness.
I would like to thank to my beloved parents for your unconditional love- it is optimally my effort ma and pa!-, and my brother- you have been mature now.
Thank you also to my friends: Ida for your support when I am down, Sujud for accompanying me when I have problems, “bocah-bocah firdaus” for everything in two years, and to my friends in job training: Dewi, Iis, and Solikin for accompanying me in Sangiran Museum. To all my classmates: Didit, Andi .P, Ifah, Lesti, Danik, Anik, Agnes, Dewi, Mira, Elly, Aisyah, Dian, Citra, Dita, Andi HP, Dwi, Candra, Muryani, Fifi, Bubut, Didot, Haikal, Afif, Awik, Ida (we are in the same supervisor right?), novi, nova, etik, lusi, dodik, and isti – I will certainly miss you if we are not together again. To all friends in English Diploma Program 2002 in class C and B, thanks for three beautiful years. My thanks is also addressed to the first and second- year students (stevani, yhan, dian, and friends for sharing and chatting).
I also give my deepest thank to everyone who I can not mention one by one. I cannot give you anything at all but may be God who will give repay for all of your kindness to me. Finally, I realize that this final project has many lacks and weaknesses so I would be grateful to receive criticism and suggestion for better.
Solo, July 22nd, 2005
Heri Santoso
CHAPTER I
INTRODUCTION
Indonesia is a growth country which is now in healing process after having economic crisis. For this reason, Indonesian government has made the steps to speed up the development of Indonesia and one of them are to maximize the potency of territory by prevailing autonomy to the territory called “otonomi daerah”. As being regulated on governmental regulation of Indonesia UU no. 22 year 1999, each of territory of Indonesia is demanded not to much depend on central government but have to establish their need by themselves. Therefore, every territory has to make effort to maximize the potency of territory in order to sustain their economical needs for the prosperous. One of the sectors that are potential to give great contribution to the territory are tourism sector.
For those reasons above, it motivates the district government of Sragen to develop tourism industry in order to stimulate economic growth of Sragen. The tourism industry that now being developed by them is cultural tourism because it can welcome great income from tourist’s attendance so that it can give great contribution to the economic development of territory. This statement is also supported by Bali Declaration on July 14, 2000 that state: “ The growth of the tourist industry brings welcome economic development to many parts of the world. Cultural tourism is now a significant sector of this industry…” (Santosa, Setyanto P., 2002, available at www.kolompakarpinter.com).
Sangiran Museum which is located on traditional village of Krikilan Village, Kalijambe, Sragen, Central Java, is a tourist attraction categorized as cultural tourism. Besides, it is “world heritage” because in 1996, World Heritage Committee (WHC), the organisation of UNESCO, stipulated Sangiran Museum as world heritage in number 593 (Doc WHC-96/ conf.201:21). Sangiran Museum can give great contribution to the economic development of Sragen because this museum is visited by many tourists either local or foreign tourist so that it can result great income.
Sangiran Museum is the museum to preserve and exhibit thousands fossil of Pleistocene period (± 2 million years ago). The number of fossil on Sangiran Museum until now is more than 13.685 fossils that consist of pre-historical human fossils, the tools fossils used by pre-historical human, flora fossils, and animal fossils. However, it is just 2.931 fossils exhibited on the museum room and another is saved on wareroom. Those fossils are found from the site called “Sangiran Site” of which its width is about 59,2096 Km². It is the lands around Sangiran Museum that belongs to two regencies that are Sragen regency which involves three sub districts: Gemolong, Kalijambe, and Plupuh; and Karanganyar regency: Gondang Rejo sub district. The facilities on Sangiran Museum are exhibition room, laboratory, fossil wareroom, sliding room, and souvenir shop genuine of Sangiran.
Many tourists either local or foreign tourist visit Sangiran Museum. By seeing the exhibition, they can study about pre-historical life to know about what had lived and happened in thousand years ago where it was still primitive. Sangiran Museum is suitable for curious tourists who curious about human culture at previous time to meet the need of information, knowledge, and education. Besides, Sangiran Museum can be the gratifying place to get recreation and tour because the condition of the area is cool with beautiful panorama of hills and wide rice fields.
As a tourist attraction, Sangiran Museum is expected to advance and able to compete on business competition in the future. For this purpose, Sangiran Museum is demanded to understand their situation for the steps, policies and programs that they make to the future are correct so that they can increase the quality. The situation of Sangiran Museum can be understood by identifying its strengths, weaknesses, opportunities, and threats. Therefore, the SWOT Analysis is applied as the tool to identify them.
B. Problem Statement
The problem of this report can be formulated in the following statement:
What are the strengths, weaknesses, opportunities, and threats of Sangiran Museum as tourist attraction according to SWOT Analysis?
C. Objective
The objective of this report is:
To identify the strengths, weaknesses, opportunities, and threats of Sangiran Museum as tourist attraction according to SWOT Analysis.
D. Benefits
This final report is expected to give advantages for:
1. The Lecturers and Students
This report is expected to be useful to the lecturers and students to give information about the real situation of Sangiran Museum as tourist attraction. Moreover, it can enrich the library references in the Faculty of Letters and Fine Arts, Sebelas Maret University.
2. Sangiran Museum and District Government of Sragen
This final report can be used by Sangiran Museum and District Government of Sragen as reference to understand the real situation of Sangiran Museum. Besides, it can be used as the consideration to make steps, policies and programs to increase the quality of Sangiran Museum in the future.
E.
Scope of Report
This report will discuss the situation of Sangiran Museum by identifying its strengths, weaknesses, opportunities, and threats. Therefore, the SWOT Analysis is applied as the tool to identify them. The discussion topic of this report is focused and limited on the SWOT Analysis of Sangiran Museum as tourist attraction.
CHAPTER II
LITERATURE
REVIEW
SWOT analysis came from the research conducted at Stanford Research Institute, America, from 1960-1970. The Research Team were Marion Dosher, Dr Otis Benepe, Albert Humphrey, Robert Stewart, and Birger Lie to find out why corporate planning of the institution or organitation in America at this time often failed. Therefore, they would identify its situation so that it could be looked for the solution to overcome.
They interviewed 1100 companies and institutions and also made questionnaires that were completed by over 5,000 executives. The questions were about what is good and bad about the present and the future of their company or organization. The researchers analysed that what is good in the present is Strength, good in the future is Opportunity; bad in the present is Fault and bad in the future is Threat. This analysis was called the SOFT Analysis. When it was presented to Urick and Orr in 1964 at the Seminar in Long Range Planning at the Dolder Grand in Zurich Switzerland, they changed F (fault) to W (weakness) and called it SWOT Analysis (Humphrey, 2004, available at www.businessballs.com). In fact, SWOT Analysis could solve many problems that were faced by an institution or organisation in America at this time. Since then, SWOT Analysis is the most frequently used to identify the situation of the institution or organisation in all over the worlds.
According to Albert S Humphrey, one of the founding fathers of SWOT analysis, that:
“The SWOT analysis is an extremely useful tool for understanding and decision-making for all sorts of situations in business organizations or institutions. SWOT is an acronym for Strengths, Weaknesses, Opportunities, and Threats.” (Humphrey, 2004, available at www.businessballs.com)
The strength is the great value and the power of an institution or organisation that make them still able to hold out in business competition. Mean while, the weakness is the flaw of them that will be lack and hamper their stability. The favourable chance that will give positive effects is called the opportunity. Therefore, it will increase the quality them if there is effort to exploit it optimally. The threat is interference that can hamper the progress and the quality of an institution or organisation. However, the threat will give negative impact and can be the serious problem unless there is anticipation soon.
From the explanation and definition above, SWOT analysis can be applied to identify the situations of Sangiran Museum. It describes the strengths, weaknesses, opportunities, and threats of Sangiran Museum as tourist attraction in order to increase their quality in the future.
B.
Museum
Museum comes from the word “Mouseion” in classical Greece which means a place of contemplation, a philosophical institution or a temple of Muses―the daughters of Zeus or Jupiter. In the past time, this place was also used for enjoyment such as dancing or singing. After the fifteenth century, the term Museum began to be used to describe a collection in Renaissance Florence and afterwards it became scientific term to call an institution (Lewis G. 1992: 5).
According to ICOM (International Council of Museums), the definition of Museum is:
“a non-profit making, permanent institution in the service of society and of its development, and open to the public which acquires, conserves, researches, communicates and exhibits, for purposes of study, education and enjoyment, material evidence of people and their environment” (ICOM, 1990: 3).
Also, the term of institution designated as "museum" according to ICOM must have the following qualifications:
1) Natural, archaeological and ethnographic monuments and sites and historical monuments and sites of a museum nature that acquire, conserve and communicate material evidence of people and their environment;
2) Institutions holding collections of and displaying live specimens of plants and animals, such as botanical and zoological gardens, aquaria and vivaria;
3) Science centres and planetarium;
4) Non-profit art exhibition galleries; conservation institutes and exhibition galleries permanently maintained by libraries and archives centres.
5) Natural reserves;
6) International or national or regional or local museum organizations, ministries or departments or public agencies responsible for museums as per the definition given under this article;
7) Non-profit institutions or organizations undertaking conservation, research, education, training, documentation and other activities relating to museums and museology;
8) Cultural centres and other entities that facilitate the preservation, continuation and management of tangible or intangible heritage resources (living heritage and digital creative activity)
9) Such other institutions as the Executive Council, after seeking the advice of the Advisory Committee, considers as having some or all of the characteristics of a museum, or as supporting museums and professional museum personnel through museological research, education or training.
According to the quotation and the explanation above, Museum is the institution which has many functions. Firstly, it is used to collect the material concerning with history, art, anthropology, geology, archaeology, and so on in order to preserve it. Certainly, the material is something which has high value because the existence is limited or scarce. Secondly, museum is the place to exhibit the material to the public. By exhibition, it is expected that the public can see, study, and make recreation and tour to this place. The last, it is the place to do research for academic study, school children, scientists, curious persons, and others.
Obviously now, museum is not just the building that exhibits old objects but also the place that has many functions and has high value. Refers to Sangiran Museum, it is the place to collect, preserve, examine, and exhibit the fossils of pre-historical life concerning with the term of history, anthropology, geology, archaeology, and so on. Besides, it can be exploited to be cultural tourist attraction so that the tourists can make recreation and tour there.
The research to examine the remains of Pleistocene period (± 2 million years ago) in Sangiran was begun in 1930 by G.H.R Von Koeningswald who was recruited by the Dutch Colonial Government as Palaeontologist at mining office of Republic of Indonesia in Bandung. He continued the research that was conducted by Eugene Dobois, a surgical specialist from Dutch, at 1893 that found nothing significant there. Opposite with Dobois, Koeningswald got surprising result of his research instead. In 1936, for the first time, he found Mandibula (lower jaw fragment) of Pithecanthropus Erectus fossil in the land of Sangiran. This discovery inspired him to do more intensive research so that in 1937 he found again a human cranium in side of Cemoro Sewu River. Koeningswald assisted by the other researchers found many more kinds of archaeology objects there. Since then, the area about ± 59,2096 Km² where the fossils are found is named Sangiran Site.
The results of those researches were collected in the house of Toto Marsono, the headman of the Krikilan Village, until 1975. Because of many visitors who are attracted to see the fossils then, there was an idea to build a museum. Firstly, the Museum was built in the area of large 1000 m² beside Balai Desa Krikilan (village meeting hall). Because of many visitors and so many fossils found then, the more representative museum was rebuilt in 1980 of large 16.675 m² in the land of Sangiran Site at Krikilan Village, Kalijambe, Sragen, Central Java. (Sragen TIC, 2004: available at the brochure: 3)
In 1996, World Heritage Committee (WHC), the organisation of UNESCO, stipulated Sangiran Museum as world heritage in number 593 (Doc WHC-96/ conf.201:21). Therefore, Sangiran Museum is now not just owned by Indonesian but also by the people in the world.
Now, the fossils found in Sangiran Site are more than 13.685 pieces. Nevertheless, not all of those fossils are exhibited in Sangiran Museum because of some reasons such as the limited place and there are some of the fossils not proper to be exhibited. The kinds of fossils collected in Sangiran Museum are:
1. Human fossils: Australopithecus Africanus, Pithecanthropus Mojokertensis (Pithecanthropus Robustus), Meganthropus Palaeojavanicus, Pithecanthropus Erectus, Homo Soloensis, Homo Neanthertal Asia, and Homo Sapiens
2. Vertebrate animal fossils: Elephas Namadicus, Stegedon Trigonocephalus, Elephantoides, Mastodon sp, Bubalus Palaeokerabau, Felis Palaeojavanica, Rhinocherous Sondaicus, Bovidae, and Cervus sp.
3. Water animal fossils: Crocodillus sp, Fish and Crab, Shark Teeth, Hippopotamus sp, Mollusca (pelecypoda and gastropoda class), Chelonia sp, and Foraminifera.
4. Boulders fossils: Chert, Taktite (meteorit stone), Calsedon, and Diatomit.
5. Stone tools fossils: flake and blade, scraper and drill, hand axe, stone ball, and chopping tool.
Actually, there are two roles of Sangiran Museum. Firstly, it is as world heritage which its function is for conservation of objects of pre-historical life because World Heritage Committee (WHC), the organisation of UNESCO, in 1996, has stipulated Sangiran Museum as the world heritage in number 593 (Doc WHC-96/ conf.201:21). It means that Sangiran Museum is not just owned by Indonesian but also by people in the World. Sangiran Museum is belongs to the world heritage because it has outstanding values that should be preserved for the next generation. Beside Sangiran Museum, the other World Heritages in Indonesia are Borobudur temple, Prambanan temple, Komodo Dragon, and Rhino. The secondly role of Sangiran Museum is as cultural tourist attraction where this place is the destination of the tourists either local or foreign tourist.
Sangiran Museum is located in the traditional village of Krikilan Village, Kalijambe, Sragen, Central Java. From Solo, great city in west of Sragen, its distance is about 17 km. It is accessible for tourists if they want to visit there by using motorcycle, car, bus, and other land vehicles. Because the area is near from Solo Adisumarmo Airport, it is easy for foreign tourists to get there by air. Sangiran Museum has strategic location because it is near from other tourist attractions such as Kasunanan palace, Mangkunegaran palace, Pangeran Samudro funeral, and Kedung Ombo reservoir. Moreover, it lies between three cities which is advance in tourism sector named “Joglosemar” they are Yogyakarta, Solo, and Semarang so that Sangiran Museum is strategic as tourist destination.
As a tourist attraction, the main attraction of Sangiran Museum is the fossil exhibition of pre-historical life. The fossils of the remains of Pleistocene period (± 2 million years ago) such as pre-historical human fossils, the tools fossils used by pre-historical human, flora fossils, and animal fossils are exhibited there for the public can see. By seeing this museum, the tourists will know about what had lived and happened in thousand years ago where it was still primitive. It is suitable for the curious tourists to meet the need of information, knowledge, and education. Moreover, Sangiran Museum is interesting for the tourists to make tour and recreation because the condition of the area is cool and the panorama which is covered by hills and wide rice fields is very beautiful. The facilities provided on Sangiran Museum are exhibition room, laboratory, fossil wareroom, sliding room, souvenir shop genuine of Sangiran, toilet, praying place, and others.
By the existence of tourism activity on Sangiran, it will bring benefits to all sectors of life from the tourist attendance. The field of work will be opened for the society such as transport service, accommodation provider, food and beverage seller, souvenir seller, etc so that they will get more earnings from that. Besides, it brings more incomes for Indonesian Government, especially district government of Sragen Regency, to sustain their economic and prosperous by the taxes and entrance fares of the tourists.
Tourist is someone who has taken a holiday to visit a different place from his or her home. While, tourism comprises the activities of persons travelling to and staying in place outside their normal environment for not more than one consecutive year for leisure, business, and other purposes (Jacob and Strutt, 2000:13). The tourism law of Republic of Indonesia UU RI no. 9/ 1990 Chapter III section 4 subsection 1 explains that tourist attraction consists of :
1. God creation such as natural place with its flora and fauna
2. Human making such as museum, archaeological or historical remains, agricultural tourism, recreation place, and amusement place.
3. Special tourist attraction such as hunting and climbing place, home industry, department store, house of worship, and sacred places
E. Organisation Structure of Sangiran Museum
Sangiran Museum is managed by district government of Sragen cooperates with BP3 (Balai Pelestarian Peninggalan Purbakala) in Prambanan. On the other words, the organisation structure of Sangiran Museum is under both institution and called Sangiran Museum unit. Based on BP3 decree no. 065/ 401.KP/P-1/2005, the management of Sangiran Museum is divided as follows:
1. The Coordinator of Sangiran Museum Unit
The responsibilities are:
a. To manage all the assets on Sangiran Museum
b. To hold responsible to all the officers and all the activities on Sangiran Museum
2. The Registration and Presentation Division
The responsibilities are:
a. To collect, rearrange and to data the exhibition objects.
b. To conduct, evaluate and renovate the exhibition
c. To provide the need of useful data to the public
3. The Conservation and Security Division
The responsibilities are:
a. To conserve Sangiran Museum from the interferences.
b. To maintain Sangiran Museum and its exhibition object
CHAPTER
III
METHODOLOGY
The methodology of report consists of five types, they are historical, descriptive, correlation, experimental and quasi experimental (Rakhmat, 2001: 21). This report applies descriptive type since it is conducted by collecting data, analysing data, and drawing conclusion based on the data without taking into account a general conclusion. (Hadi, 1983: 83)
The data to accomplish this report was collected by applying some techniques:
1. Observation
It means that to observe the location closely is the way of this technique. The writer had done job training for a month in Sangiran Museum started at 26 January - 26 February 2005 and been also involved in the activities there. It purposes to get data to complete this final report.
2. Interview
Interview is one of techniques in getting data by making communication between the researcher and the subject or sample directly (Surakhmad, 1994: 174). In this case, during job training, the writer asked some questions that were concerning with the topic of this report to the tourists and the Sangiran Museum’s officers.
3. Library studies
The data is also collected by gathering the information from some references and books that related to the topic of report.
4. Gathering data from useful writing resources
Beside from books, the information were also taken from some other writing resources like brochures, articles, papers and Internet. It is expected that the data would be more complete and accurate.
There were three steps in completing this report. Firstly, the data was collected. In this process, the data was selected and classified into main data and supplementary data for easier to make further analysis. Secondly, the data was analysed to get answers of the problem statement. The last step was drawing conclusion from the data analysis results and making suggestions.
CHAPTER IV
DISCUSSION
The SWOT Analysis is applied on Sangiran Museum to identify its strengths, weaknesses, opportunities, and threats as tourist attraction. By this analysis, this institution will understand about their real situation so that they can increase the quality in order to hold out in tourism business competition. Besides, it gives description about the challenges they will face so it can be good consideration to make the steps, policies, and programs in the future to achieve their objectives.
“The SWOT analysis is an extremely useful tool for understanding and decision-making for all sorts of situations in business organizations or institutions. SWOT is an acronym for Strengths, Weaknesses, Opportunities, and Threats.” (Humphrey, 2004, available at www.businessballs.com)
1.
The Strengths
The strength of Sangiran Museum as tourist attraction is the great value and the power of Sangiran Museum of why the tourists are interested in visiting there. It is also the factor that supports the existence of Sangiran Museum to hold out in tourism business competition.
The strengths of Sangiran Museum as tourist attraction are:
¨ The Outstanding Value of World Heritage
Beside as cultural tourist attraction, Sangiran Museum has also the function as world heritage because World Heritage Committee (WHC), the organisation of UNESCO, in 1996, has stipulated it on the number 593 (Doc WHC-96/ conf.201:21). It means that Sangiran Museum is not just owned by Indonesian but also by people in the World. It becomes plus point for Sangiran Museum in attracting greater number of tourists either local or foreign tourist so that the existence of Sangiran Museum as tourist attraction will also be supported because of this outstanding value.
¨ The Exhibition of Pre-historical Object
Sangiran Museum is famous with its amazing exhibition of fossils of Pleistocene period (± 2 million years ago). The number of fossils on Sangiran Museum until now are more than 13.685 fossils that consist of pre-historical human fossils, the tools fossils used by pre-historical human, flora fossils, and animal fossils. Those fossils are found on Sangiran Site. By seeing Sangiran Museum, tourists will know about what had lived and happened on thousands years ago that is called pre-historical period. Moreover, the tourists can study many things about pre-historical object that will make them get more and new knowledge.
¨ The Accessibility
Sangiran Museum is located on Krikilan Village, Kalijambe, Sragen, Central Java. From Solo, great city in west of Sragen, its distance is about 17 km. It is easy for tourists to reach there by riding motorcycle, car, bus, and other land vehicles. Because the area is near from Solo Adisumarmo Airport, it is easy for foreign tourists to get there by air. Moreover, Sangiran Museum has strategic location because it is near from other tourist attractions such as Kasunanan palace, Mangkunegaran palace, Pangeran Samudro funeral, and Kedung Ombo reservoir. Furthermore, it lies between three cities which are advance in tourism sector named “Joglosemar”, they are Yogyakarta, Solo, and Semarang. Because of those reasons above, Sangiran Museum is profitable to do tourism activities.
¨ The Natural Environment
Sangiran Museum lies on the traditional village of which the condition of this area is cool and natural with its beautiful panorama of hills and wide rice fields. It is not noise and pollutant like in the great cities so that this place is suitable for the tourists to make tour and recreation.
¨ The Friendly People
The Sangiran societies and the officers of Sangiran Museum as the host impress the tourists because of their friendliness. This case can be seen from the comments written by the tourists in the guest book of Sangiran Museum.
¨ The Architecture
Sangiran Museum is built on the top of a hill so that the tourists have to pass the long stair before getting there. The architecture of main exhibition building is “Joglo House” that is the architecture of Javanese traditional. While, the new exhibition building that has been built in 2004, Mushola building, and gateway building are designed with modern architecture. The merger of both architecture makes Sangiran Museum looks interesting and universal.
¨ The Special Souvenir of Sangiran Museum.
For tourists, souvenir from a tourist
attraction has significant meaning to immortalize their visit. In this case,
Sangiran Museum has special souvenir that cannot be found in other areas. It is
the handicraft of counterfeit fossils and some various shapes of souvenir that
most of them are made by Sangiran societies selves. The material to make that is
the unique stone called “batu indah bertuah” that is taken from Cemoro River
and some areas of Sangiran. Sangiran Souvenir is one of the identities and
genuine of Sangiran Museum so that the tourists will consider getting it before
going home.
¨ The Cultural Attraction
The cultural attractions such as seni tari, wayang kulit, karawitan, and campur sari are usually shown in the holiday or the celebration day of certain religion. It can attract the tourists to come to Sangiran Museum so that it will support the existence as tourist attraction.
¨ The Facility
Some facilities on Sangiran Museum are:
a. Food stall
To provide the need of food and beverage to the tourists, there are traditional food stalls instead of restaurant on Sangiran Museum.
b. Souvenir shop
It provides many kinds of souvenir to the tourists special of Sangiran Museum.
c. Praying place
To facilitate the need of praying to the tourists, the Mushola is provided for Moslems.
d. Toilet
Some toilets are provided on Sangiran Museum.
2.
The Weaknesses
The weakness of Sangiran Museum is the flaw of Sangiran Museum that will be lack and hamper their stability as tourist attraction. It is something that has to be straighten up for not being the problem in the future.
Here will be described the weaknesses of Sangiran Museum as tourist attraction:
¨ The Skill of Foreign Language of the Officers and Guides
At the tourist attraction as Sangiran Museum, foreign languages −especially English− play significant function because the tourists are not just local but also foreign tourist from different culture and language. For this reason, the officers and the guides of Sangiran Museum are demanded have to master it. In fact, the majority of them have not mastered this skill. They have less knowledge in practicing foreign language because most of them graduate not from Language Department. When the writer did job training there, he saw that they just gave sort answer or gesture only to the foreign tourist’s questions. In the result, the tourist was unsatisfied to the answer and there were misunderstandings between them.
¨ The Limited Number of Guide
The guide is someone who has duty to accompany the tourists in their visit in order to give information about the attraction. In Sangiran Museum, there is just limited number of guide so that they can not give service to all of the tourists. Besides, the guides of this institution sometimes not alert on the desk when the tourists need some helps so that the tourists usually have to book them in the far day before the visit. Therefore, it makes the tourists often feel disappointed. For those reasons, some of the tourists prefer to be accompanied by the guide provided by the travel agent rather than the guide of Sangiran Museum.
¨ The Monotonous Arrangement of exhibition
Sangiran Museum is holding and showing off the attraction of fossils as the remains of pre-historical life. However, it looks monotonous so that the tourists will get bored easily. This perception can be seen on the comments written by the tourists in the guest book that it shows tourist’s ennui to the exhibition. It is because the fossils are exhibited in the small container of glass and the position is difficult to be observed closely. Besides, it is poor of information so that the tourists can not understand the objects clearly.
¨ The Limited Public Transportation to Get to the Location
There is limited of public transportation to get to Sangiran Museum so it is difficult for the tourists to get there if they do not have their own vehicle. Moreover, the operation time of the public transportation will last at 17.00 WIB so that the tourists will difficult to get home in the evening.
¨ The Facility
a. No certain parking area
Although the yard of Sangiran Museum is adequate wide, there is no certain place to park the vehicle there. The tourist’s vehicles are not regulated in the yard of Sangiran Museum so that it looks not interesting.
b. No hotel nearby
The existence of hotel or staying place as the accommodation in the tourist attraction is significant. It is used to take a rest after the visit and to stay overnight for the tourists who want to spend times on the location. Nevertheless, no hotel is near Sangiran Museum. Tourists have to go to other places that are far away from the location −like to Solo city− to get the hotel.
3.
The Opportunities
The favourable chance that will give positive effect to the institution is called opportunity. It will increase the quality if there is effort to exploit it optimally. The opportunities that are found on Sangiran Museum are:
¨ Opportunity to be a Progressive Tourist Attraction
Sangiran Museum has many excesses. Firstly, Sangiran Museum lies on Strategic location because it lies near other tourist attraction and near to three cities that advance in tourism sector they are Yogyakarta, Solo, and Semarang and called “Joglo Semar”. Besides, it is reachable to be reached by land and air transportation. Secondly, Sangiran Museum has been stipulated as “world heritage”. It makes this place widely well known by people in the World. Thirdly, Sangiran Museum has the attraction of the remains of pre-historical object that is very significant for human being. Next, the beautiful environment there will attract the tourists to visit. In conclusion, by those excesses, Sangiran Museum will be the progressive tourist attraction if the management can manage it well.
¨ Opportunity to Hold Package Tours
Package tour or package holiday is a tour where any two components are organised by a tour operator or agency and both are paid for in advance (Jacob&Strutt, 2000:1). The location of Sangiran Museum that is near from other tourist attractions like Kasunanan palace, Mangkunegaran palace, Pangeran Samudro funeral, and Kedung Ombo reservoir is an opportunity to hold a package tour. By holding it intensively, all the components, included Sangiran Museum, will get many benefits. From the interview with one of the officers of Sangiran Museum, she said that actually Sangiran Museum has done package tour, however it still does not run well because of less coordination between them.
¨ Opportunity to Attract more tourists by Holding Cultural Attraction Intensively
In Sangiran Museum, the cultural attractions such as seni tari, wayang kulit, karawitan, and campur sari are usually shown once a year at the holiday or the celebration day of certain religion. If the attractions are held more intensive, it can attract more tourists to visit Sangiran Museum so that it will support its existence as tourist attraction.
¨ Opportunity to Increase Service to the Tourists by Increasing the Quality of Officers and Guides
The duty of the guides or officers is giving information and explanation to the tourists. One of the obstacles for tourists, especially foreign tourists, to get more information about tourist attraction are that they can not make communication with the officers and the guides to ask questions. It is because the language among them is different. Therefore, the officers and the guides of Sangiran Museum have to master foreign language especially English as world language to avoid misunderstanding and to make the tourists feel satisfied and appreciate Sangiran Museum as well.
¨ Opportunity to Increase Service to the Tourists by Adding the Quantity of Guide
The lack of guide in Sangiran Museum will be the problem unless it is overcome. Therefore, the quantity of them needs to be added for the tourists not often feel disappointed and give bad perception about Sangiran Museum.
¨ Opportunity to Make the Tourists Feel Comfortable by Providing More Facilities
The tourists will feel enjoy and comfort in the tourist attraction if the facility complete. In this case, the facilities such as accommodation, phone shop, parking area, and so on are necessary to be provided on Sangiran Museum.
¨ Opportunity to Make the Tourists Feel Comfortable by Providing More Transportation
The difficulty of transportation to get to the tourist attraction will make the tourists reluctant to visit. The public transportation to get to Sangiran Museum now is limited in number and time of operation so it is difficult for the tourists if they do not have their own vehicle. For this reason, it needs to be provided more transportation there. Actually, the transportations such as ojek and cart can be the solution in order to complete the need of transportation to Sangiran Museum. By this way, the tourists will feel comfortable in their visit.
4.
The Threats
No organization or institution is immune to threat. Sangiran Museum, indeed, has also its threats that can turn up bad effects in the future and can be the serious problem unless there is anticipation soon. Threat is interference that can hamper the progress and the quality of an institution. These are the threats of Sangiran Museum:
¨ Contaminated Environment
As the tourist attraction, Sangiran Museum will face the problem of trash like the packs of meal and beverage thrown by the tourists. It makes the environment soiled and dirty. If this problem is not overcome, it will contaminate the beauty environment of Sangiran Museum.
¨ Irresponsible Tourist
The irresponsible tourists are the threat of Sangiran Museum. They usually deprave the buildings, infrastructures, and the facilities by doing wrong treatment onto it and doing scratching. If this case is not overcome, it can damage the beautiful view of Sangiran Museum.
¨ Tourist’s Disapproval Because Of Bad Service
The tourists will feel disappointed if they are not serviced as well in the tourist attraction. For that reason, the guide should be added for the tourists feel satisfied in their visit. Besides, miscommunication will bring misunderstanding so that it is necessary for the officers and the guides of Sangiran Museum to master some languages, especially English. It purposes for the foreign tourists get clear explanation about tourist attraction. If the management of Sangiran Museum does not respond to those threats, it will cause disapproval from the tourists against Sangiran Museum.
¨ The Decrease of Quality Because Of Unprofessional Management
The successes of an institution depend on the coordination of the management. If among them cannot utilize their duties for the development, it will make decrease the quality of Sangiran Museum as tourist attraction. The programs like package tour, advertisement, and increasing good service to the tourists need professional management to handle because it will not run well if unprofessional management do it.
¨ The Facility
In the effort to increase and provide the facilities such as food stall, restaurant, souvenir shop, parking area, etc in meeting the need of tourists, the field of Sangiran will be used to build that. It will make the area increasingly narrow and damage the view of Sangiran Museum as tourist attraction if doing improperly.
CHAPTER
V
After determining problem statement and discussing it in chapter IV, these following conclusions will be described in order that this report will be clearer to be understood by the readers.
Sangiran Museum is a tourist attraction categorized as cultural tourism. It is the place to preserve and exhibit thousands fossils of Pleistocene period (± 2 million years ago). Sangiran Museum is potential to contribute income to stimulate the development of Indonesia, especially Sragen territory, because of tourist attendance either local or foreign tourist who make tour and recreation. To understand the situation of Sangiran Museum in order to increase the quality in the future, it needs to identify its strengths, weaknesses, opportunities, and threats by applying the SWOT Analysis.
From the analysis, it shows that as tourist attraction, Sangiran Museum has many strengths that make this place attractive for the tourists either local or foreign tourists. Its strengths are also the power of Sangiran Museum to compete in tourism business competition. However, it has some weaknesses there that can hamper the stability unless to be straightened up soon for not being great problems in the future. Next, Sangiran Museum has opportunities that can give favourable chance to increase the quality if the management able to exploit it optimally. Finally, Sangiran Museum has to anticipate to the threats that can turn up bad effects and decrease its quality in the future because the threats come from internal and external factors.
1. Indonesian Government
The Government of Indonesia, especially Sragen Distric Government, should pay more attention to support the development of Sangiran Museum as a tourist attraction to advance and able to compete in business competition in the future.
2. Sangiran Museum
Sangiran Museum has to understand its situation by identifying its strengths, weaknesses, opportunities, and threats with the intention to determine the correct steps, policies and programs in the future so that they can increase the quality. The strengths and opportunities of Sangiran Museum should be developed while the threats and weaknesses should be minimized.
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Humphrey, Albert S., 2004, SWOT Analysis methods and examples. Available at: http//www.businessballs.com, accessed on March 26, 2005
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………..The tourism law of Republic of Indonesia UU RI no. 9/ 1990 Chapter III section 4 subsection 1
………..UU Republic of Indonesia no 22 year 1999 about “otonomi daerah”
Guest book of Sangiran Museum
Interview with the officer and guide of Sangiran Museum, Anjar, on March 2005
Interview with the officer of Sangiran Musem, Sarjito, on March 2005
Photographs of Sangiran Museum on Appendices by Aji, T. Mursito