POTENTIAL ANALYSIS AND STRATEGI FOR SUSTAINABLE COASTAL TOURISM DEVELOPMENT IN MAMUJU DISTRICT (CASE STUDY ON COAST OF TANJUNG NGALO WEST TAPALANG SUB DISTRICT)

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Gidion N Sariang, Otto R Payangan, Mahyuddin

Abstract

This study aims to formulate and analyze priority strategies in the development of sustainable coastal tourism in Mamuju district. This type of research is descriptive qualitative with a mixed method research model using data analysis in the form of IPA & CSI, IFAS-EFAS, IE, SWOT, and AHP. The total number of respondents who became the research sample was 68 people consisting of 60 tourists and 8 stakeholders. This research was carried out in several stages of analysis, the first to analyze the potential and level of tourist satisfaction at each beach tourism object, then analyze each internal and external factor to formulate alternative development strategies, then analyze and determine the right priority strategy in the development of sustainable coastal tourism in Indonesia. mamuju district. Based on the results of the analysis and discussion, it can be concluded that the priority strategies that can be applied in the development of sustainable coastal tourism in Mamuju Regency are (1) preparation of the tourism master plan document (RIPPDA) as a guide in implementing the tourism sector development program (2) strategy disaster mitigation by calculating the strategic location of the region as an area prone to earthquakes and tsunamis (3) innovating to adapt the "new normal" situation with the application of strict health protocols (prokes) for each tourist attraction (4) forming a "tourism awareness" forum as a a forum that bridges the challenges of implementing and potential tourism areas (5) integrating the use of natural and artificial resources to maintain sustainable ecological sustainability (6) integrating potential tourist attractions into integrated beach tourism objects (7) improving the quality of human resources through technical guidance and skills training independent (8) p the implementation of innovative cultural festivals as an attraction for tourism development, especially coastal tourism in Kab. Mamuju is one of the mara'dika festivals (mammuju royal rituals / processions) (9) stakeholder synergy in supporting the promotion and marketing of tourist destinations, especially beach tourism (10) the use of influencer services / public figures via social media for promotion and attracting interest in tourist destinations

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