DEVELOPMENT STRATEGIES OF TOURISM FROM PERSPECTIVE MARKETING, HUMAN RESOURCE, GOVERNMENT POLICY TO IMPROVE THE TOURISM OF KARAWANG DISTRICT, WEST JAVA, INDONESIA

Abstract

Tourism is a promising business and can be used as an advantage for the creative economy in the region. Karawang city has a unique character because it is the largest industrial city in Indonesia with attractive natural beauty, a city of rice granaries, and a historical city for Indonesia. Based on data compiled the number of factories operating in this district was 1,762 factories, it can be seen that a large number of potential tourists for tourism, including migrants, expatriates, and Karawang population as much as 2,370,488 inhabitants. However, this potential has not been able to increase tourist visits and improve the welfare of local communities, especially in tourist locations. This study aims to create an optimal strategy for developing tourism potential. This research with a qualitative descriptive approach using the TOWS method, equipped with development indicators in the tourism sector and by using AHP (Analytical Hierarchy Process) tools in selecting and sorting each indicator. Data collection techniques were carried out through interviews with informants from the tourism and culture office, observation, questionnaires. The results of the TOWS analysis development strategy that must be carried out is in a position in Quadrant I is the aggressive strategy. To seize great opportunities that still have to be supported by the internal strength of the Regional Government, including policies and infrastructure development, as well as increasing the number of investors as third parties in the development of tourism destinations.