Marketing Strategy Planning in an Effort to Revitalize Pasir Gintung Tourism in Ciliang Village, Pangandaran Regency
Abstract
Pasir Gintung is one of the natural tourist destinations in Tanjungsari Hamlet, Ciliang Village,
Pangandaran Regency which is currently in the revitalization stage. However, this revitalization stage
also encountered obstacles, including: (1) lack of support from the Government and the surrounding
community, (2) inadequate accessibility of roads and tourist facilities, (3) not yet known by many
tourists because in terms of promotion, it is still carried out in a limited manner. To help the use of
tourism, the research team compiled scientific papers to analyze and identify the right marketing
strategies in order to support the revitalization and development of Pasir Gintung as a leading tourist
destination. This study uses descriptive qualitative data mapped through SWOT analysis. Data
collection techniques are carried out through direct observation, interviews with related parties
(Hamlet Heads and tourists), literature studies, and documentation. Based on the results of the SWOT
analysis, Pasir Gintung's position is currently in quadrant 4, namely the turn around. This shows that
the right strategy is internal restructuring and efficiency to overcome weaknesses and take
advantage of existing opportunities. Once the revitalization is complete, marketing strategies that
can be implemented include promotion through social media, as well as cooperation with local travel
agents and influencers to gradually increase the attraction and number of visitors.
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