PENGEMBANGAN STRATEGIS PANTAI NIPAH SEBAGAI DAERAH TUJUAN WISATA DI DESA MALAKA, KECAMATAN PEMENANG, LOMBOK UTARA – NTB
Abstract
One of the beach attractions on the island of Lombok that is very popular with tourists is the Nipah Beach tourism area in Malaka Village, North Lombok Regency. The tourism potential of the Nipah Beach tourism area, Malaka Village, consists of natural, social and cultural attractions. The purpose of this research is to explore every potential as well as constraints and obstacles in the development of Nipah Beach, then formulate general strategies and appropriate alternatives so that they can be applied in the development of the Nipah Beach tourism area, Malaka Village as a tourism destination. This research is a type of qualitative research that uses data collection techniques with direct observation at the research site (observation), in-depth interviews, distributing questionnaires, and using literature studies. The data analysis techniques in this study were: 1) qualitative descriptive analysis; 2) IFAS and EFAS Matrix Analysis which will produce a general strategy (grand strategy) for the development of the coastal tourism area of Nipah, Malacca village as a tourism destination; and 3) SWOT analysis (Strengths, Weakness, Opportunities, Threats) which will produce alternative strategies. The results of this study indicate that the general strategy that can be applied in the development of the Nipah Beach tourism area, Malaka Village is a quadrant V strategy as a tourism destination, namely applying a hold and maintain strategy. This strategy means that it can be done by penetrating the market and developing products owned by the Nipah Beach Tourism area, Malaka Village. While alternative strategies that can be applied in the development of the Nipah Beach tourism area, Malaka Village as a tourism destination are the development of tourism products, market penetration and marketing development, provision of tourism support facilities, and human resource development.
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