Abstract
Ria Kenjeran Beach (Ken Park) is a beach that has been developed with various types of varios and modern attractions for marine tourism in the city of Surabaya. The limited number of ecotourism and the need for recreation to increase and the large population of Surabaya is a great opportunity. This study aims to evaluate 1) potential seen from attractiveness, accessibility, infrastructure and promotion, 2) coastal area suitability, and 3) development strategies. This study was survey research. The samples selected 100 tourists by using accidental random sampling. Data sources were taken from the result of interviews of respondents and parties involved in managing this area. Data analysis for potential data conducted in scoring, suitability evaluation applied a matrix analysis and strategy of development used SWOT analysis. The results obtained a score of 13,135 in the high category. The value of conformity matrix was 50 including the corresponding criteria (S1). Priority strategies used for ecotourism development are: Increasing the quantity and quality of attractions, Creating rides packages at affordable prices, Improving potential (attractiveness, accessibility and infrastructure), Improving the quality of human resources, Improving promotion, Establishing cooperation with several parties, Improving facilities Infrastructure, Developing attractions that promote local value and are environmentally friendly, Renew attractions and improve quality in order to compete, Improve security, Build integrated cooperation to develop ecotourism, Form a responsible supervisory group.
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