SWOT-Based Strategic Development of Labuhan Jukung Beach as a Leading Tourism Destination in Pesisir Barat

Yosevan Renaldi Panggabean; Neli Aida

doi:10.63922/ijebir.v4i03.1837

Yosevan Renaldi Panggabean Faculty of Economics and Business, Universitas Lampung, Bandar Lampung, Indonesia
Neli Aida Faculty of Economics and Business, Universitas Lampung, Bandar Lampung, Indonesia

DOI: https://doi.org/10.63922/ijebir.v4i03.1837

Keywords: Development, Labuhan Jukung Beach, SWOT.

Abstract

Tourism is a complex sector due to its multidimensional characteristics, encompassing physical, socio-cultural, economic, and political aspects. Moreover, tourism activities involve various related institutional sectors. This study aims to analyze the tourism development strategy at Labuhan Jukung Beach, Pesisir Barat Regency, using the SWOT analysis approach. Data were collected through interviews, observations, and questionnaires with relevant stakeholders. The results show that Labuhan Jukung Beach has several strengths, such as stunning natural scenery, large waves suitable for surfing, and fairly adequate facilities. However, weaknesses were identified in facility maintenance and the lack of variety in tourist attractions. Development opportunities include the utilization of social media for promotion and good accessibility, while threats come from competition with other tourist destinations. Based on the SWOT analysis, development strategies are recommended that include enhanced promotion, infrastructure improvement, and strengthened community participation.

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