Marine Tourism Development Study to Improve Tourist Visit at Santolo Beach, Garut Regency

Abstract

This study aims to analyze the tourism potential of Santolo Beach and formulate a development strategy for Santolo Beach so that it can be developed as a marine tourism area to increase tourist visits. The research was conducted at Santolo Beach in January - March 2021. This study used a case study method using primary and secondary data. Primary data obtained from questionnaires and interviews as many as 60 respondents consisting of tourists and Santolo Beach managers using purposive sampling method as the research sample.Secondary data were obtained from related agencies. The analysis used is a SWOT analysis to analyze the strengths, weaknesses, opportunities and threats of Santolo Beach which will produce a development strategy for Santolo Beach. The results of the study are based on calculations carried out through SWOT analysis, the final value of the strengths is 1.64, the weaknesses are 1.44, the opportunities are 1.78 and the threats are 1.41. It can be seen from the results of these calculations that the Marine Tourism of Santolo Beach, Garut Regency has dominant strengths compared to weaknesses and greater opportunities than threats. If these values ​​are included in the SWOT Quadrant Diagram, it can be seen that the position of marine tourism development to increase tourist visits in Santolo Beach, Garut Regency is in the position of the Growth Strategy / SO Strategy, which is to make optimal use of the strengths and opportunities it has.