ENTREPRENEURSHIP DEVELOPMENT STRATEGY MODEL BASED ON LOCAL POTENTIAL IN ECO-TOURISM AREA (STUDY ON WONOREJO MANGROVE ECOTOURISM, SURABAYA CITY)

Abstract

A big challenge in entrepreneurship is to ensure the sustainability of entrepreneurship. So far, the interest in doing business has not been followed by adequate capacity in running a business, including in the tourism sector and the marine sector. In this context, ecotourism in coastal areas has the potential to encourage the growth of entrepreneurship as an economic activity for the local community. This research was conducted on the Wonorejo Mangrove Ecotourism which is a tourist destination in Surabaya. This research was conducted using Force Field Analysis. The purpose of this study is to examine and explain forms of entrepreneurship based on the local economy. The results of this study indicate that the local potential-based entrepreneurship development model is supported by two approaches, namely intensification and extensification strategies. The main orientation of the objectives is the appropriateness of the target group and the effective sustainability of the program. Keywords: Entrepreneurship, Ecotourism, Entrepreneurship Development Model.