Planning Strategy of Cemara Beach as A Tourist Destination in East Lombok Regency

This study aims to identify the existing conditions of tourism in Cemara Beach, East Lombok Regency and analyze internal and external factors and propose a planning strategy for Cemara Beach as a tourist destination area in East Lombok Regency. This study uses a qualitative descriptive approach. Data sources were obtained through observation, interviews, literature studies and documentation studies. Furthermore, the research data was analyzed using qualitative analysis techniques, data reduction, and SWOT analysis to develop a planning strategy for Cemara Beach in East Lombok Regency. The results of the study show that Cemara Beach in East Lombok Regency has good potential to be used as a tourist destination area and is supported by several components in the form of 4A (attraction, amenities, accessibility, ancillary). Although there are still some shortcomings in each of these components. Based on internal and external conditions, Cemara Beach has each factor in the form of strengths, weaknesses, opportunities and threats that can be utilized in the planning of Cemara Beach. In the results of the SWOT analysis, eleven alternative strategies that can be proposed in the planning of Cemara Beach as a destination area in East Lombok Regency, each of these strategies consists of the Strengths-Oppourtunities (SO) strategy, the Weaknesses-Oppourtunities (WO) strategy, the Strengths-Threats (ST) strategy, and the Weaknesses-Threats (WT) strategy. It is hoped that stakeholders can work together in implementing the strategies that have been produced for planning the development of Cemara Beach in East Lombok Regency in a proactive and sustainable manner.