TOURISM SECTOR STRATEGY FOR INCREASING GRDP IN BATAM CITY IN THE NEW NORMAL ERA

The Batam City Government continues to try to revive the tourism sector which continues to weaken due to the Covid-19 pandemic. Therefore, a well-targeted strategy is needed to be implemented, of course, in accordance with health protocols during the pandemic and towards the new normal era. This study uses qualitative secondary data considering the Covid situation and current health protocol regulations do not allow primary data collection. The sources studied are in the form of recorded and published data, both in the form of books, research reports, journals, as well as data published by the Central Statistics Agency, the Culture and Tourism Office, the Health Office, the Batam City Communication and Information Office and other supporting data. , including the rules and regulations of the relevant agencies. The results of this study conclude that the efforts that have been made by the Batam city government to revive the tourism sector are still in the form of cultural arts events that have been scheduled to be held throughout 2021 and infrastructure development and city planning to make the city more beautiful, attractive, and instagramable. However, public awareness regarding the importance of adherence to health protocols is still not optimal.


INTRODUCTION
Batam is one of the largest islands in the Riau Archipelago Province. The development of the city of Batam began with the development of a logistics and operational base for the oil and gas industry by Pertamina in the 1970s. Then Batam is used as an industrial area by building international standard infrastructure (Badan Pengusaha Batam, n.d.).
As a free trade area, Batam is growing rapidly. Many investors invest, establish companies and produce in Batam, high employment absorption so that the regional income of the city of Batam increases. However, in 2017 industrial growth in Batam decreased to 1.76% from 7.07% in 2013. Various factors were responsible for this, including the dualism of leadership between BP (Entrepreneurs) Batam and Pemko (City Government) Batam which resulted in legal regulations that complicated process that makes entrepreneurs lose money so that many industries leave the Batam area, frequent worker demonstrations, expiration of leases, and other things.
The weakening of the economy has forced the Batam city government to shift its strategy to boost regional income by developing other potential sectors in the Batam area, namely tourism. The potential of the island of Batam which is strategically located bordering Singapore and Malaysia and as a stopover is a supporting factor for developing tourism, coupled with the beauty of beaches, seas, resorts, golf parks, abundant seafood cuisine, religious tourism, and rides for tourists to play visiting from both local and foreign tourists. This then increases the economic turmoil of the community as small business actors and the surrounding community. In 2019, the Batam City Tourism Office aggressively held various events to increase foreign tourist visits by promoting natural charm, culinary delights, and shopping centers in Batam city (MC Kota Batam,20 (2020) Based on the table shown, the percentage of GRDP growth for the tourism sector can be seen from the category of business field providing accommodation and food and drink which grew 10.18 percent which had the second highest growth after information and communication but continued to decline to -45.49 percent in 2020 .
Income is a nominal amount that can be received by an individual or group through the activities undertaken (Tao et al., 2019). Income measurement is usually carried out for developed and developing countries to every region (Feldman, Guy, & Iammarino, 2020). The measurement of an area's income is very important in the socio-economic development of the community (Xu, Qiu, Yang, & Chen, 2018). Reducing income inequality is the target of a country's authority policy (Liontakis, 2020). So it can be concluded that income is usually measured to determine the development of an area. Entering 2020, the Covid pandemic outbreak hit and of course had an impact on the Batam tourism sector. From the data in table 2 above, visiting tourists who previously experienced an increase from 2018 to 2019 then experienced a drastic decline in 2020 along with the issuance of a circular letter from the mayor of Batam in March 2020 regarding the determination of the emergency response status for non-natural disasters Covid-19. Starting from the last 2 years, the corona virus has started to spread globally. The government also takes the initiative in taking policies for its people to minimize the negative impacts that exist starting from the PSBB to the new normal (Andriani, S.Si, Apt, M.Sc, Ph.D, 2020). New normal is a government policy that was formed so that people can change a new culture of life so that they can live normally in pandemic conditions (Einstein & Growe, 2011). But not all countries can do the new normal. To implement the new normal, the previous government had to show that the transmission of the corona virus could be controlled (Gagnon, Johannsen, & Lopez-Salido, 2016).
However, the Batam City Government through the Head of the Batam City Culture and Tourism Office expressed optimism that early 2021 would be a period of revival of Batam city tourism along with the implementation of strict health protocols in tourist Lily Indrawati, Irine Lim, Angeline Goh, Wulandari Ginting, and Liani Lilik Tourism sector strategy for increasing GRDP in Batam city in the new normal era 401 destinations, hotels, resorts, restaurants, and other facilities (Naim, 2020). Strategy is a plan that is formed to achieve a goal in terms of optimally utilizing the advantages it has (Zollo, Minoja, & Coda, 2018). Strategy can also be dubbed as a guide on what to do next in terms of surviving in a competitive world or becoming a specialist (Strachan, 2019). Without a strategy, the decisions taken can cause the results achieved are not in accordance with the target (Van den Steen, 2014).
Another strategy is to revive MICE (Meetin Incentive, Conference, Exhibiton) which was discussed by (Rizki, 2016) in a study entitled "The Strategy of the Batam City Tourism and Culture Office in Developing Batam City as a MICE Tourism Destination in 2011-2014 and journal articles published entitled "Analysis of Tourism Development Strategies in Batam City MICE" which was researched by (Krisnadi & Dewantara, 2018).
However, this research is certainly different from the previous case studies, this research is more directed to solutions in the new normal era so that the tourism sector which is almost extinguished can rise and continue to support the economy of Batam city.

RESEARCH METHODS
In analyzing this study, the authors used qualitative secondary data considering the Covid situation and current health protocol regulations do not allow primary data collection. And the data collection technique used the observation method but with concerned about health protocols, a questionnaire in the form of a google form link filled out by travelers and travel bloggers in Batam, and document studies. The sources studied are in the form of recorded and published data, both in the form of books, research reports, journals, as well as data published by the Central Statistics Agency, the Culture and Tourism Office, the Health Office, the Batam City Communication and Information Office and other supporting data. , including the rules and regulations of the relevant agencies.
The technique in this study is to use SWOT and QSPM analysis so that the output is in the form of a tourism sector strategy in increasing Batam City's GDP in the new normal 2021 era. By examining data from various sources, then the data is grouped and classified into factors internal, external, then analyzed the supporting and inhibiting factors in order to obtain a decision using the QSPM matrix.

RESULTS AND DISCUSSION
The stages of analysis in this study are the first stage of input in the form of identifying internal and external factors from the latest data obtained. second, the analysis phase includes the SWOT and QSPM matrix. Finally, the third stage is the decisionmaking stage to obtain a priority strategy.

A. Internal External Matrix
Tabel 3 From the IFAS and EFAS matrices above, a score is obtained from the multiplication of the weighting of the indicator factors with the average rating given to each internal and external indicator. After that, the scores of all SWOT indicators are added up where for the IFAS matrix the result is 3.43 and the EFAS matrix is 3.25. Table 5.

IE Matrix
Then the intersection is found in zone I on the Internal-External matrix which means that internal factors are in a strong state and external factors are in a high state. And in this position the tourism sector of Batam City is in a growing and developing condition so that the required strategy is an intensive and integrative strategy.

B. QSPM Matrix (Quantitative Strategic Planning Matrix)
After matching the IE matrix, it is possible to find the most appropriate alternative strategy through QSPM by identifying the interest scores for each internal and external variable. From the QSPM matrix above, it can be seen from the highest total attractives score of 5.24 that the tourism sector can focus more on penetration and compare the highest values of each indicator in order to obtain more targeted strategic decisions to improve tourism and the regional economy. S-O Strategy  The strength of the astronomical position of the island of Batam and as a MICE area is an important factor that is very attractive for tourists to visit or stop and invest in a city that is busy with trade and industry. Coupled with government policies related to FTZ, other conveniences are factors that support Batam's tourism activities (S1,S2,O1,O2,O3,O4).  Various tours can be developed on the island of Batam in the form of marine tourism, ecotourism, cultural tourism, religious tourism, culinary tourism, and historical tourism which can then increase the volume of tourist visits and attract investors to invest (S3,S4,S5,S6,O1,O2).

W-O Strategy
 Periodic education needs to be held to the public and the younger generation about the culture and history of the city of Batam, such as through webinars/seminars, promotions on social media, or cultural events and performances that invite the public and business actors to participate (W1,W6,O1) .  Providing training to human resources and recruiting qualified human resources related to how to manage the potential and opportunities of the Batam area in order to increase the GRDP of Batam city and the economy of the surrounding community (W2, O1 O2, O3, O4).  The lack of good facilities and infrastructure, orderliness, cleanliness, products and services of Lily Indrawati, Irine Lim, Angeline Goh, Wulandari Ginting, and Liani Lilik Tourism sector strategy for increasing GRDP in Batam city in the new normal era 405 tourist destinations must be addressed by involving the role of local governments and related agencies by preparing budgets and raising funds from investors aimed at improving the quality of Batam tourist destinations, and setting standards and quality that must be owned by tourist attractions so that the city of Batam can become the Singapore of Indonesia, as is the discourse that is always discussed (W3,W4,W5,O4 Lily Indrawati, Irine Lim, Angeline Goh, Wulandari Ginting, and Liani Lilik Tourism sector strategy for increasing GRDP in Batam city in the new normal era 407

QSPM Strategy
Based on the results of the QSPM analysis, an alternative strategy can be carried out that focuses on the penetration of Batam city tourism, namely by intensifying promotions through the many alternative media choices available, promoting the natural beauty and resorts of Batam city to local and foreign tourists, then more emphasis is placed on ensuring that the Covid-19 process 19 have been implemented according to procedures for both visitors and employees as well as facilities at every hotel, resort, mall, playground, and other tourist destinations through the granting of certification and operating permits if they already have and comply with the procedures and completeness of the procedures. In addition, health facilities and infrastructure in anticipation of Covid-19 must be immediately built and equipped as Batam city's readiness to reopen visits from neighboring countries. Building a strong brand positioning so that Batam city tourism remains consistently competitive with the island of Bali as the largest revenuegenerating area from the tourism sector in Indonesia.

CONCLUSION
The Covid-19 outbreak that has hit the entire world and has affected various business sectors has certainly never been predicted before and included in the budget and work plans of local governments. All targets and performance strategies that have been prepared for the next 5 years will definitely not be implemented with the current changing situation. This research can help provide consideration of solutions, goals, plans, policy directions and strategies that must be carried out in the tourism sector which has entered the new normal era with all changes in conditions and habits that must be adopted immediately.
The results of this study conclude that so far the efforts that have been made by the Batam city government to revive the tourism sector are still in the form of cultural arts events that have been scheduled to be held throughout 2021 and infrastructure development and city planning to make it more beautiful, attractive, and instagramable. However, public awareness about the importance of adherence to health protocols is still not optimal.
Through collecting data from various relevant sources and official sources and then analyzing the strengths and weaknesses from the internal side, as well as opportunities and threats from the external side, then the weighting of each factor is carried out so that strategies and decisions are obtained that are in accordance with the current pandemic conditions in overcome the difficulties currently facing the tourism sector. The unbeatable strength of the city of Batam is its very strategic geographical location close to Malaysia and Singapore, coupled with small islands and beautiful beaches and abundant marine products, giving confidence that the tourism sector can still rise and survive by looking at benchmarks on the Internal External matrix and the QSPM matrix.
From the results of this SWOT and QSPM analysis, researchers emphasize more on paying attention to tackling the threat of Covid-19 first, implementing the CHSE (Cleanliness, Health, Safety, Environment Sustainable) protocol strictly, and increasing public awareness so that if the spread of the virus can be suppressed, The tourism event plan will be right on target because it is witnessed by tourists who visit not only the people of Batam themselves and the travel bubble which was postponed until June 2021 can be realized again (Batam Pos, 2021). Promotion of the safety of visiting the city of Batam can also be intensified. With this, of course, the GRDP of the city of Batam, especially from the tourism sector, can increase, and the economy of the people who depend on this sector can recover.