Marketing Strategy for Development of Pananuareng Beach Tourism Destinations, Sangihe Islands Regency

Abstract

This study aims to determine the internal and external factors that influence Pananuareng Beach tourist destinations and marketing strategies that can be applied to develop Pananuareng Beach tourist destinations. The research method used in this research is descriptive qualitative because it aims to analyze the data by describing or describing internal and external conditions as well as determining the marketing strategy that will be applied to develop Pananuareng Beach tourist destinations, Sanguine Islands Regency. The results showed from the analysis of the internal environment through the IFAS matrix, the most influential Strength factors is Pananuareng Beach is still natural, and has beautiful views and the most influential Weakness factor is the road access to the beach is narrow and far from the city center. While the external environment uses the most influential Opportunity factors are favorite tourist attractions in the Sangihe Islands Regency and the support from the Sangihe Islands Regency government. The most influential Threats factor is the emergence of competitors who are more prepared. While on the results of the SWOT matrix analysis through four alternative strategies, it can be found that marketing strategies, it can be found that marketing strategies that can be applied to develop Pananuareng Beach attractions are utilizing technology to promote in electronic media or directly to attract tourist to visit Pananuareng Beach. The most influential Threats factor is the emergence of competitors who are more prepared. While on the results of the SWOT matrix analysis through four alternative strategies, it can be found that marketing strategies, it can be found that marketing strategies that can be applied to develop Pananuareng Beach attractions are utilizing technology to promote in electronic media or directly to attract tourist to visit Pananuareng Beach. The most influential Threats factor is the emergence of competitors who are more prepared. While on the results of the SWOT matrix analysis through four alternative strategies, it can be found that marketing strategies, it can be found that marketing strategies that can be applied to develop Pananuareng Beach attractions are utilizing technology to promote in electronic media or directly to attract tourist to visit Pananuareng Beach.