STRATEGI PENGEMBANGAN USAHA DURIAN DI DESA SULUK DALAM PENINGKATAN POTENSI WISATA LOKAL (Studi Empiris Usaha Durian di Desa Suluk Madiun)

The main problem behind this research is how the business development strategy and the role of tourism potential as well as the obstacles faced related to durian business in Suluk Village, Dolopo District, Madiun Regency. Data collection is done through observation, interviews, and documentation. While the analysis of data that has been obtained using SWOT Matrix Analysis. Based on the results of research and analysis that has been done, it concludes that: (1) the strategy of durian business development in Suluk Village is to open a place to eat durian directly to attract customers to come, promotion through online media, the availability of seed assistance to increase durian yields, establishing a durian village that aims to introduce durian business and durian attractiveness. (2) durian businesses provide a role for the tourism potential of Suluk village is through the potential of nature with the natural conditions of the durian garden that produces durian fruit that has a distinctive taste and quality, cultural potential through the culture of tumpeng durian that can attract more visitors from various regions, as well as human potential with the friendliness and honesty of durian business in service by providing a guarantee of durian fruit sales. (3) the obstacles faced by durian business are durian harvest failure, training related to durian fruit has not been carried out, durian fruit processed products are still limited, durian fruit is only seasonal which makes durian businesses stop selling durian when it is not durian season. Keywords: Durian Business, Business Development Strategy, Tourism Potential