STRATEGI PENGEMBANGAN DAN PENINGKATAN WISATAWAN TAMAN NASIONAL GUNUNG GEDE PANGRANGO (TNGGP) CIANJUR SUKABUMI

The development and increase of tourists at Gunung Gede Pangrango National Park is important for the economic independence of the Cianjur Sukabumi area. The aim of this research is to find the right way to attract and increase TNGGP tourists in the Cianjur Sukabumi area. The method used in this research is Qualitative Research Methods and SWOT analysis techniques. The informants in this research were TNGGP managers, marketing employees. The findings of this research can be concluded as follows: 1. Internal factors that are the strengths of TNGGP are ease of access to tourism, affordable entry ticket rates, lots of product diversification, adequate facilities and infrastructure and competent workforce in their respective fields. Meanwhile, internal factors are TNGGP's weakness is that there are community activities that are detrimental to TNGGP in the form of illegal hunting, cutting down trees and providing access through unofficial channels. 2. External strategic factors that become opportunities for TNGGP are support from local government, maintained community relations, and being able to utilize technology and good information and the existence of supporting and ancillary services in tourism. Meanwhile, what is a threat to TNGGP is unpredictable extreme weather that will disrupt operations, fuel increases. 3. The marketing carried out by TNGGP in promoting its tourism is digital marketing through digital content creation. Marketing activities are carried out by TNGGP workers without any collaboration or interference from third parties. The tourism promotion strategy implemented has not been optimal so there is no increase in the number of tourist visits
Keywords: Tourism,marketing,Sales, Promotion,