Determination of Alternative Strategies for the Development of Tanjung Kelayang Area as a Sustainable Tourist Area, Indonesia

Abstract

Tanjung Kelayang tourist area has beautiful natural potential to be developed as a famous tourist destination and become a superior destination in Belitung. Since the outbreak of the covid-19 pandemic has had an impact on the decrease in the number of tourists visiting. To revive the tourism sector in Tanjung Kelayang, research is needed to encourage sustainable tourism development, taking into account economic, ecological and social aspects. This research aims to determine the priority of sustainable and adaptive tourist destination development strategies to disasters in Belitung Regency. The method used to establish priority strategies using the Quantitative Strategic Planning Matrix (QSPM) method is also supported by the Matrix IE method and SWOT Analysis. The data used in the study was obtained from library search results, questionnaires, interviews, observations and FGD involving stakeholders. Based on the IE matrix, the position of tanjung kelayang tourist destinations in cell IV is to grow and build (growand build) with a total value of IFE 3,131 and and and a total value of EFE 2,496Tiga strategy that is the priority with the highest value is designing a strong tanjung kelayang icon / branding (7,635), refocusing tanjung kelayang marketing strategy (7,420), optimization of tourism supporting infrastructure in the internal tourist area and towards the tourist area (7,290).