Abstract:
This study used a
descriptive method with qualitative approach. The sampling technique used was purposive
sampling with a total sample of 60 tourists and 40 local residents. Data analysis used IFAS,
EFAS, SFAS and SWOT analysis.
The results show that the internal environment which becomes a strength in the development
of marine ecotourism in Kotabaru Regency is its excellent tourist attractions. This can be
seen from its natural conditions that are still beautiful, natural, free of pollution and noise, the
existence of coral reefs and marine plants which are great and supported by the attitudes of
the local community that are very welcoming and tourists friendly. The internal environment
that becomes a weakness is the ecotourism managers who are still not able to master and
utilize financial technology as a medium to facilitate tourists to enjoy marine ecotourism in
Kotabaru Regency.
The external factor that becomes an opportunity in the development of ecotourism in
Kotabaru Regency is the existence of a tourism development policy that will be able to attract
investors' interest in investing, drives the economy by increasing local people's income by
being involved in tourism activities. The external factor that becomes a threat is COVID-19
pandemic which has hit the world, including Kotabaru Regency in Indonesia.
The priority strategy that can be applied to develop marine ecotourism in Kotabaru Regency
is to increase the use of financial technology to make it easier for tourists to transact during
Covid-19 pandemic
