ANALISIS STRATEGI PROMOSI UNTUK MENINGKATKAN WISATAWANPANTAI LOMBANG DI KABUPATEN SUMENEP

Abstract

The research was conducted in the area of Lombang Beach, Sumenep Regency. The respondents of this study consisted of three people, namely the Head of UPTD Pantai Lombang, Head of Pokdarwis, and Head of Lombang Village. The objectives of this study are as follows: Analyzing the factors causing the underdevelopment of Lombang Beach and formulating strategies that should be applied to develop Lombang Beach tourism. to develop Lombang Beach tourism. The method used in this research is a case study with the object of study is Lombang Beach tourism in Sumenep Regency, Madura Island, East Java Province. This study uses analytical tools in the form of IFE matrix, EFE matrix, IE matrix, SWOT matrix and QSPM. Based on the results of the analysis of the IFE, EFE, IE, SWOT matrix and the calculation of QSPM, the strategy that is considered appropriate for the development of Lombang Beach is economic development based on regional potential, especially the formation of a shrimp pine business group with a TAS value of 5.52. This is also in accordance with the results of the IE matrix where Pantai Lombang is in position V, namely guard and maintain with a choice of strategy between market penetration or product development. With the issuance of a regional potential-based economic development strategy, the resulting strategy is included in the product development category.