Pengembangan Produk Wisata Unggulan Untuk Meningkatkan Daya Tarik Pangandaran
Keywords:
Diversifikasi, Ekowisata, Model Pentahelix, Pariwisata Berkelanjutan, Pemasaran DigitalAbstract
Penelitian ini bertujuan untuk menganalisis strategi diversifikasi produk wisata dan pemasaran destinasi Pangandaran guna meningkatkan daya tariknya sebagai destinasi wisata unggulan. Dengan menggunakan pendekatan kualitatif berbasis desk research, penelitian ini menganalisis data sekunder dari literatur akademik, laporan resmi, dan informasi digital. Melalui analisis SWOT, faktor-faktor internal dan eksternal Pangandaran diidentifikasi, menunjukkan bahwa kekuatan seperti keindahan alam, budaya lokal, dan potensi ekowisata memberikan peluang besar untuk pengembangan. Namun, kelemahan seperti infrastruktur yang terbatas dan promosi digital yang minim, serta ancaman seperti risiko bencana alam dan persaingan dengan destinasi lain, memerlukan strategi mitigasi. Hasil analisis menunjukkan bahwa Pangandaran berada di Kuadran 1 (Agresif/Ekspansi), yang mengarahkan pada strategi untuk memanfaatkan kekuatan dan peluang secara maksimal. Rekomendasi utama meliputi pengembangan ekowisata berbasis budaya lokal, peningkatan infrastruktur, dan implementasi pemasaran digital berbasis narasi visual. Kolaborasi lintas sektor melalui model Pentahelix juga menjadi langkah penting untuk memastikan keberlanjutan pengelolaan pariwisata.Penelitian ini menyimpulkan bahwa Pangandaran memiliki potensi besar untuk meningkatkan daya saingnya melalui diversifikasi produk wisata dan pemasaran digital yang inovatif. Hasil penelitian diharapkan menjadi panduan strategis bagi pemangku kepentingan dalam mendukung pengembangan pariwisata yang inklusif dan berkelanjutan.
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