Strategi Pengembangan Ekowisata Bahari Berbasis Pengelolaan Sumber Daya Manusia : Studi Kasus di Kawasan Pantai Benteng Portugis, Kabupaten Jepara

Portuguese Fort Tourism located in Banyumanis Village, Donorojo District, Jepara Regency, is a destination that combines elements of culture, beaches, and religion. This study aims to analyze the development of ecotourism in the Portuguese Fort Jepara with a qualitative approach through the SWOT analysis method. Data collection was carried out through observation and interviews to obtain an overview of human resource management and tourism development potential. SWOT analysis was applied to identify strengths, weaknesses, opportunities, and threats related to the Portuguese Fort tourist attraction. The results of the study show that the Portuguese Fort has various interesting tourism aspects. Strategies that can be implemented include utilizing the uniqueness of the island and beach in tour packages, developing characteristics that distinguish the Portuguese Fort from other destinations, and increasing awareness of the importance of historical objects through effective promotion on social media.