STRATEGI PENGEMBANGAN BERBASIS PARIWISATA BERKELANJUTAN DI PANTAI PULISAN LIKUPANG

Abstract

Pantai Pulisan is one of the tourism destinations located in Likupang, which has been appointed by the Indonesian government as one of the Super Priority Destinations as well as a Special Economic Zone, particularly in tourism. During the Covid-19 pandemic, this destination has experienced a negative impact, where the declining numbers of visitors results in worse well-being for the local community. This research aims to identify the tourism potentials of Pantai Pulisan and also to recommend a development strategy based on the principles of sustainable tourism. The method used in this research is qualitative descriptive, in particular SWOT analysis, to optimize the strengths and opportunities while at the same time minimizing the weaksess and threats. The results show that Pantai Pulisan has potentials in terms of marine tourism and also possesses cultural uniqueness that can be developed. Recommended strategy includes massive promotion through central government programs to attract domestic and international visitors, improvement in the quality of human resources and supporting facilities, and strict implementation of health protocols to prevent the transmissions of Covid-19.