Tourism Sustainability Strategy during New Normal Period for "Balkondes" in Borobudur Area

  • Andhatu ACHSA Tidar University, Indonesia
  • Rian DESTININGSIH Tidar University, Indonesia
  • Fitrah Sari ISLAMI Tidar University, Indonesia
  • Ivo NOVITANINGTYAS Tidar University, Indonesia
  • Budi RAHARDJO Tidar University, Indonesia


The COVID-19 pandemic has had impacts on the tourism sector, including tourism destinations called Balkondes in the Borobudur area. During the normal period, Balkondes needs a strategy to become sustainable. Based on these, Balkondes needs to identify the internal and external factors and formulate the tourism sustainability strategy. The approaches used are Strengths-Weaknesses-Opportunities-Threats (SWOT) and Internal-External (IE) Matrix. The data used in this research is primary data. The respondents are the managers of Balkondes and the tourists. The number of respondents is 200 people. The data is collected by purposive sampling method. The results of this study provide managerial implications for Balkondes managers to implement strategies for optimizing tourist attractions and tourist facilities, increasing support from the government, implementing clean, health, safety, environment (CHSE). This study extends the literature related to the development of tourism strategies to recover the tourism destination during the new normal period.


[1] Abdallah, R. B., Shamout, M. D. and Alshurideh, M. T. 2021. Business Development Strategy Model Using EFE, IFE and IE Analysis in a High-tech Company: An Empirical Study. Academy of Strategic Management Journal, 21(Special Issue 1): 1–8.
[2] David, F. R. 2010. Manajemen Strategis. Jakarta: Penerbit Salemba Empat.
[3] David, F. R. 2011. Strategic Management: concepts and cases. 13th edition. Prentice Hall International, Inc.
[4] Dharasta, Y. S. M. A., Dyahjatmayanti, D. and Nieamah, K. F. 2017. Analisis SWOT Desa Wisata di Kabupaten Sleman Yogyakarta. Jurnal Manajemen, 7(2): 42–50.
[5] Fabac, R. and Zver, I. 2011. Applying The Modified SWOT–AHP Method to The Tourism of Gornje Medimurje. Tourism and Hospitality Management, 17(2): 201–215.
[6] Giampiccoli, A. and Saayman, M. 2018. Community-based Tourism Development Model and Community Participation. African Journal of Hospitality, Tourism and Leisure, 7(4): 1–27.
[7] Hamzah, A. S. and Irfan, M. 2018. Analysis of Tourism Village. Jurnal Notariil, 3(1): 1–12. DOI:
[8] Ibrahim, E. B. and Harrison, T. 2020. The impact of internal, external, and competitor factors on marketing strategy performance. Journal of Strategic Marketing, 28(7): 639–658. DOI:
[9] Indris, S. and Primiana, I. 2015. Internal And External Environment Analysis On The Performance Of Small And Medium Industries Smes In Indonesia. International Journal of Scientific & Technology Research, 4(4): 188–196.
[10] Kemenparekraf. 2020. Rencana Strategis 2020-2024. Jakarta.
[11] Kewuel, H. K., et al. 2020. The Exploration of Potential Tourism Sites in Gunungsari: A Preliminary Participation Action Research of Community Based Tourism. Journal of Tourism Destination and Attraction, 8(1): 23–32. DOI:
[12] Kusrini, E. 2017. Strategy of Tourist Village Development in Nongkosawit Sub-District, Gunungpati District, Semarang City. Economics Development Analysis Journal, 6(2): 137–146.
[13] Munizu, M., et al. 2019. The effect of the external environment, internal resources, organizational capability, and competency on the competitiveness of creative industry in South Sulawesi. IOP Conference Series: Earth and Environmental Science, 343(1). DOI:
[14] Mustika, A. and Aditya, M. K. 2018. SWOT Analysis of Rural Tourism Development : Case Study of Kampung Tajur, Purwakarta. Advances in Economics, Business and Management Research (AEBMR), 52: 19–28.
[15] Nasehi, S. and Allahyari, H. 2017. Assessment of rural tourism using SWOT analysis (Case Study : Masouleh village , Gilan , Iran). International Journal of Engineering Research And Advanced Technology (IJERAT), 3(5): 8–21.
[16] Nasr, N. E. 2018. Influence of the Internal and External Environment on the Sustainability of Business in Egypt’ Tourism Industry. International Journal of Heritage, Tourism and Hospitality, 12(3): 160–180. DOI:
[17] Novitaningtyas, I., Achsa, A. and Rahardjo, B. 2020. Strategi Pemasaran Desa Brajan Menuju Desa Wisata Mandiri. Jurnal Aplikasi Bisnis Dan Manajemen, 6(3): 591–601. DOI:
[18] Novitaningtyas, I., Verawati, D. M. and Achsa, A. 2021. Examining a model of tourist loyalty in homestay tourism village balkondes Borobudur area in the new normal period. Jurnal Manajemen Dan Pemasaran Jasa, 14(2): 179–196. DOI: https://doi/10.25105/jmpj.v14i2.9083
[19] Nugroho, I., Negara, P. D. and Yuniar, H. R. 2018. The Planning and the Development of the Ecotourism and Tourism Village in Indonesia: a Policy Review. Journal of Socioeconomics and Development, 1(1): 43–51. DOI:
[20] Phoochinda, W. 2019. Development of Community Network for Sustainable Tourism based on the Green Economy Concept. Journal of Environmental Management and Tourism, 9(6): 1236–1243. DOI:
[21] Pramanik, P. D. and Widyastuti, N. 2017. Rural Tourism Destination Strategy through SWOT Analysis in Cibuntu Village - Indonesia. ASEAN Tourism Research Association Conferen (ATRC), 1–9.
[22] Reihanian, A., Mahmood, N. Z. B., Kahrom, E. and Hin, T. W. 2012. Sustainable Tourism Development Strategy By SWOT Analysis: Boujagh National Park, Iran. Tourism Management Perspectives, 4(1): 223–228. DOI:
[23] Rusliati, E., Mulyaningrum, M. and Sufyani, M. A. 2018. Development Strategies of Micro Business in Majalengka Regency. Trikonomika, 17(2): 101. DOI:
[24] Seo, Y. W. and Lee, Y. H. 2019. Effects of internal and external factors on business performance of start-ups in South Korea: The engine of new market dynamics. International Journal of Engineering Business Management, 11(1): 1–12. DOI:
[25] Shatilo, O. 2019. The Impact of External and Internal Factors on Strategic Management of Innovation Processes at Company Level. Ekonomika, 98(2): 85–96. DOI:
[26] Sugandini, D., Effendi, M. I., Ariwibowo, A. S. and Utami, Y. S. 2018. Marketing Strategy on Community Based Tourism in Special Region of Yogyakarta. Journal of Environmental Management and Tourism, 9(4): 733. DOI:
[27] Sugandini, D., Wendry, B. and Muafi. 2018. Influence of quality relationship and satisfaction on loyalty: study on supplier in Indonesia. Journal of Business & Retail Management Research, 11(04): 46–51. DOI:
[28] Susyanti, D. W. 2013. Potensi Desa Melalui Pariwisata Pedesaan. Ekonomi Dan Bisnis, 12(1): 33–36.
[29] Triyanto, Iwu, C. G., Musikavanhu, T. B. and Handayani, R. D. 2018. Rural Tourism as a way to build Economic Independence. African Journal of Hospitality, Tourism and Leisure, 7(4): 1–11.
[30] Türkay, O., Solmaz, S. A. and Şengül, S. 2011. Strategic analysis of the external environment and the importance of the information: Research on perceptions of hotel managers. Procedia - Social and Behavioral Sciences, 24(1): 1060–1069. DOI:
[31] Vladi, E. 2014. Tourism Development Strategies, SWOT analysis and improvement of Albania ’ s image. European Journal of Sustainable Development, 3(1): 167–178. DOI:
[32] Wickramasinghe, V. and Takano, S. 2009. Application of Combined SWOT and Analytic Hierarchy Process (AHP) for Tourism Revival Strategic Marketing Planning: A Case of Sri Lanka Tourism. Journal of the Eastern Asia Society for Transportation Studies, 8(1): 1–16.
[33] Widyaningsih, H. 2016. Analisis SWOT Dan Promosi Kerajinan Bambu Desa Wisata Brajan Kabupaten Sleman Yogyakarta. Khasanah Ilmu - Jurnal Pariwisata Dan Budaya, 3(2): 1–10. (in Indonesian)
[34] Zhang, X. 2012. Research on the Development Strategies of Rural Tourism in Suzhou Based on SWOT Analysis. Energy Procedia, 16: 1295–1299. DOI:
[35] Dinas Kebudayaan & Pariwisata, Ludens Tourism Space and STARS. 2016. Laporan Kegiatan Klasifikasi Desa Wisata Kabupaten Sleman Tahun 2016. Yogyakarta. (in Indonesian)
How to Cite
ACHSA, Andhatu et al. Tourism Sustainability Strategy during New Normal Period for "Balkondes" in Borobudur Area. Journal of Environmental Management and Tourism, [S.l.], v. 13, n. 2, p. 346-353, mar. 2022. ISSN 2068-7729. Available at: <>. Date accessed: 18 may 2022. doi: