STRATEGI PENGEMBANGAN PARIWISATA BERKELANJUTAN PANTAI RANDUSANGA INDAH KABUPATEN BREBES

Abstract

Tourism plays a crucial role in economic growth, job creation, and promoting cultural diversity in a region. Brebes Regency itself has diverse tourism and cultural potentials spread across its territory. One of the leading marine tourism destinations in Brebes Regency is Randusanga Indah Beach, which has significant natural attractions. However, it still faces various challenges in its development. The main issues include inadequate supporting facilities, limited promotion, and environmental challenges. This study aims to identify and analyze the internal and external environmental conditions in the development of sustainable tourism and formulate appropriate strategies to enhance the attractiveness of Randusanga Indah Beach. The research method used is a qualitative approach with a SWOT analysis technique to identify strengths, weaknesses, opportunities, and threats in the management of Randusanga Indah Beach. Data collection techniques used include observation, interviews, and documentation. Based on the analysis of the internal and external environment, it was found that Randusanga Indah Beach has attractive natural beauty but still faces obstacles such as limited facilities. Development opportunities exist through government support and potential collaboration with the private sector. However, threats such as tidal flooding pose challenges to development. After the SWOT analysis, the issues that have the highest value that can be applied in the development are Optimising existing human resources to promote Randusanga Indah Beach through social media and developing local culture-based tourist attractions.