ANALYSIS OF MARKETING STRATEGIES OF THE MOUNTAIN HALIMUN SALAK NATIONAL PARK HALL IN INCREASING THE NUMBER OF VISITS

Tourism, as a profitable industry and the largest contributor to foreign exchange, has promising prospects in fulfilling human needs. Tourism attraction is the main factor that encourages tourists to visit tourist attractions. This study aims to determine the marketing strategy of Salak Balai Gunung Halimun Salak National Park (TNGHS) in Sukabumi, West Java, using IFE, EFE, IE Matrix, and SWOT analysis.The sample in this study used a non-probability method consisting of 4 people. The results showed that TNGHS is in quadrant II (Growth and Build), which indicates that TNGHS is growing and developing. The recommended strategies are market penetration, market development, and product development.