Swot Analysis of Marketing Strategies to Improve Competitiveness at the Pancer Puger Beach Tourist Attraction in Jember Regency

Abstract

This beach has great potential in terms of natural beauty, large waves suitable for surfing, and local culture such as the “Petik Laut” tradition. However, inadequate promotion, limited facilities, and a lack of diverse tourist activities pose challenges in enhancing the destination's competitiveness. Therefore, this study aims to formulate an appropriate marketing strategy to improve the competitiveness of Pancer Puger Beach in Jember Regency using a SWOT analysis approach. The method used involves quantitative data, collected from 30 respondents and interviews with local stakeholders. An IFAS and EFAS matrix was developed to identify the destination's strengths, weaknesses, opportunities, and threats. The mapping results indicate that the destination is positioned in the second quadrant of the SWOT analysis. Therefore, the recommended strategy is the S–T (Strength–Threat) strategy, which involves leveraging internal strengths to address external challenges. Key strategies include diversifying tourism activities, strengthening local identity, and implementing culture-based digital promotion and community participation. This study provides strategic direction for the development of effective, sustainable, and contextual marketing to increase visits and improve the well- being of the surrounding community.

Keywords: Marketing Strategy, SWOT Analysis, Competitiveness, Pancer Puger Beach Tourism