Village Liberica Coffee “Sukorejo” Ecotourism as a Corporate Social Responsibility Strategy of PetroChina Jabung International Ltd (Kab. Tanjung Jabung Barat, Jambi, Indonesia)
Dr. Prima Mulyasari Agustini, Eli Jamilah Mihardja, Ph. D, Dr. Tuti Widiastuti
Satuan Kerja Khusus Pelaksana Migas has supports the development of Village Liberica Coffee ecotourism as a pilot projects based on the coffee farmer community in Kelurahan Mekar Jaya, Kecamatan Btara, Tanjung Jabung Barat, Jambi. Village Liberica Coffee ecotourism in the upstream industry working area PetroChina Internasional Jabung Ltd. Village Liberika Coffee ecotourism as pilot development based community funded through CSR funds of PetroChina Internasional Jabung Ltd. PetroChina Internasional Jabung Ltd as a company engaged in the upstream oil and gas industry, which is located in The Block of Jabung. The purpose of study was to find out (1) How to develop of Village Liberica Coffee “Sukorejo” Ecotourism? (2) What are the factors that drive the development of Village Liberica Coffee “Sukorejo” Ecotourism? (3) What are the obstacles to develop of Ecotourism Village Liberica Coffee “Sukorejo” Ecotourism? The method used in this study is in-depth interviews and focus group discussion conducted in local society and other stakeholder groups such as community leaders, communities, coffee farmer group, local government, CSR officer, and management consultant ecotourism. The results of this study indicate that (1) Ecotourism was formed because of the tradition of coffee gardening and coffee commodities experiencing marketing problems, so the company coordinates with the local government to build ecotourism areas (2) The main factors driving the development of ecotourism is the strong desire of the coffee farmers group, young people who want economic improvement and increase the fame of the coffee region (3) The main obstacle in forming an Village Liberika Coffee ecotourism “Sukorejo” is human resources capabilities that still need improvement especially the skills to provide superior quality tourism services for tourists.
Keywords: Strategy, Corporate Social Responsibility, Ecotourism
Topic: Green Business