Analysis of Santolo Beach Tourism Management, Pamalayan Village, Cikelet District, Garut Regency

The tourism sector in Indonesia is up-and-coming and is still in the process of development and development. Santolo Beach has coral reefs and coastal land that can be used for tourism. Many strategies can be used to develop Santolo Beach. This research was conducted using a qualitative descriptive method. The research was conducted at Santolo Beach, Pamalayan Village, Cikelet District, Garut Regency, in August 2021. The data used in this research is primary. Primary data was conducted by interview using purposive sampling technique and questionnaire using an accidental sampling technique Data analysis was carried out using SWOT and QSPM analysis. The results show the value of the IFE 3.58 and EFE 3.98 matrices, showing that Santolo Beach tourism management is in cell one, which supports developing and building strategies. Some strategies that can be carried out are developing coastal tourism areas by managers in collaboration with the government, private institutions, and the community, supervising and maintaining existing facilities in the Santolo beach area, collaborating with the government or tourism institutions to develop their potential. Santolo Beach, improving the quality of professional workforce to manage and maintain to reduce physical damage to the beach, and structuring the area with a zoning system for tourism and fishery activities.