East Kutai Regency is one of the regions in East Kalimantan Province which has a variety of tourism objects that have the potential to be developed, especially in the Sangsaka region which is in the Sangkulirang Zone. The purpose of this study was to analyze tourism marketing development strategies and supporting factors and inhibiting factors in marketing and developing tourism in the Sangsaka area of East Kutai Regency.
The research design used in this study was exploratory descriptive research. The number of respondents who provided data through questionnaires in this study were 55 people and informants who provided data through the results of interviews in the study were 4 people so that the total number was 59 people. Data analysis using SWOT.
The results of the study resulted in several strategies used for tourism development through marketing mix in the Sangsaka area of East Kutai Regency as well as supporting factors consisting of the geographical condition of the Sangsaka region, the existence of support from the Regional Government, the establishment of good cooperation between agencies and technology optimization. While the inhibiting factors consisting of sea and land transportation, facilities and infrastructure are still lacking, the budget is very limited, the location of attractions is quite far away, the quality of human resources is still low and tourism awareness is still lacking. The need for additional facilities and infrastructure as well as supporting facilities in Sangsaka region tourism objects, it is necessary to collaborate with investors and regions to develop tourism potential and it is necessary to immediately develop and train human resources.
Tourism, marketing mix, strategy