Pengembangan Objek Wisata Mangrove Caplok Barong dengan Menerapkan Strategi Pemasaran dalam Upaya Peningkatan Pendapatan Asli Daerah (PAD) Kabupaten Cirebon

Abstract

The Mangrove tourism object of annexed barong Ambulu located in Losari District, Cirebon Regency on the direct border of West Java and Central Java has potential that has not been managed optimally by manager (Pokdarwis), the public, the private sector and the government. The increase and decrease in the number of tourists, income from ticket prices and local original income are used as benchmarks in the development of tourist attractions. The population in this study is all people who have traveled to Mangrove tourism objects caplok barong. The sample of this study was 100 people with random sampling technique. The data used comes from primary and secondary data. This type of research uses quantitative and qualitative mix research types. The results of this study occupy quadrant IV so it is necessary to develop using a diversification strategy. The average contribution of Mangrove Caplok Barong tourism objects to local original income in 2018-2022 is 660,550. Mangrove Caplok Barong Ambulu Tourism Object needs to maximize the existing strength factors so as not to experience setbacks in tourism competition. The existing threat factors need to be minimized by recognizing what is a threat and then the existing threats are processed in order to become the strength and potential that can be owned by the Mangrove Caplok Barong Ambulu Tourism Object.