STRATEGI PEMASARAN DAYA TARIK WISATA CILETUH- PELABUHAN RATU UNESCO GLOBAL GEOPARK METODE MATRIKS SWOT

This research aims to determine the priorities for choosing the right marketing strategy for developing the tourist attraction of the Cilteuh Pelabuhan Ratu UNESCO Global Geopark geopark. This research is a type of MIX method research which consists of quantitative and qualitative descriptive with data collection techniques through direct observation (observation), in-depth interviews, and distributing questionnaires. The data analysis used is by using the EFAS Matrix (External Factor Analysis Summary), IFAS Matrix (Internal Factor Analysis Summary), SWOT Matrix (StrengthWeakness, Opportunity, Threat), IE Matrix (Internal External), Based on EFAS matrix analysis, Matrix IFAS, SWOT Analysis, and IE Matrix, which compose the stage for obtaining several alternative strategies to be selected, namely with the results of the IFAS matrix analysis showing a score above the average of all internal factors. EFAS matrix analysis shows scores above the average for all external factors. Analysis using the SWOT matrix shows the largest score in the Strengths Opportunities (SO) strategy. The results of the analysis using the Internal External (IE) matrix show a position in quadrant IV which indicates a strong position while the external environmental analysis is in a medium position. This position indicates that it is in a growing and building condition. The strategy that can be applied is the Strength Opportunity (SO) strategy by maximizing existing strengths and paying attention to tourism opportunities. This strategy needs to be supported by this position indicating that the Ciletuh Geopark is in a position of growth and development (grow and build). Strategies that can be implemented include the Strengths Opportunities (SO) strategy by maximizing existing strengths and paying attention to all tourism opportunities. This strategy needs to be supported by efforts to increase human resources, develop tourism, and develop product image

Keywords : Marketing Strategy, Strengths, Threats, Opportunities, Weaknesses