Tourism Marketing Strategies in Increasing rhe Number of Tourist Visitors in Sumenep District

Abstract

The Sumenep district's potential in the tourism industry undoubtedly calls for marketing and development strategies to boost visitor numbers, which are crucial in boosting the district's original regional income or the original income of nearby villages, allowing them to gain more recognition on a provincial, national, and even international scale. Finding and analyzing tourism marketing techniques to boost tourism in Sumenep Regency is the goal of this study. This study employed a mixed-methods approach, drawing on two main sources: questionnaires and interviews. This study's sample is based on Roscoe's hypothesis, which calls for 20 X research variables, or 5 variables for every 100 respondents. Internal Factor Evaluation (IFE) and External Factor Evaluation (EFE) Matrix analysis is the data analysis method utilized in this study. "Attractiveness of tourist attractions" is the most significant strength element for the Sumenep Regency Culture, Youth, Sports, and Tourism office in marketing tourism in Sumenep Regency, according to the results of the Internal Evaluation Matrix. Meanwhile, "Inadequate restaurants" is the most noticeable flaw. According to the findings of the External Factor Evaluation Matrix, "The role and commitment of local government in developing and promoting tourism objects" is the most significant opportunity factor in Sumenep Regency's tourism marketing. In the meantime, "tourist attractions are also found outside Sumenep district" is the most significant threat element. The research suggests that increasing and developing appealing tourist advertising as well as developing product differentiation based on local culture—a feature of Sumenep district tourism—would be a strategic option