Marketing Strategy For Developing Pulau Sara Beach Tourism Destinations, Talaud Islands District

Abstract

This research aims to analyze the internal and external factors that influence the Sara Island Beach tourist destination and the Marketing Strategy that can be applied to develop the Sara Island Beach Tourism Destination. The research method used in the research is descriptive qualitative because it aims to analyze data by describing or illustrating internal and external conditions as well as determining the marketing strategy that will be applied to develop the Sara Island Beach tourist destination, Talaud Islands Regency. The research results show that from the internal environmental analysis through the IFAS matrix, the most influential Strength factor is that Sara Island Beach is still natural, and has beautiful views and the most influential Weakness factor is that the crossing access to Sara Island is at risk when the west wind and far from the city center. While the external environment uses the EFAS matrix, the most influential Opportunity factor is the favorite tourist attraction in the Talaud Islands district. The most influential threat factor is the emergence of competitors who are better prepared. Meanwhile, in the SWOT matrix, through four alternative strategies, marketing strategies can be found that can be applied to develop the Sara Island Beach tourist attraction, namely utilizing technology to carry out promotions in electronic media or directly to attract tourists to visit Sara Island Beach.