Exploring The Potential Of Tourism and Marketing Strategies to Improve the Economy in Jayawijaya Regency Papua

Abstract

Jayawijaya is an area that has traditional culture that still exists in the current era of globalization and officially turns 65 years old on December 10, 2021. As one of the districts in the central mountainous region, it should be able to compete with other districts and cities, especially in terms of tourism. The contradiction that has been felt in the past decade, namely Jayawijaya, seems to have lost its attraction for local people and foreign tourists to come to visit. The purpose of this study is to explore the potential of tourism that is oriented to the values of local wisdom and environmental and cultural preservation, which is based on the local community (communitybased tourism), including the marketing strategy of tourism objects in order to provide economic benefits for the community in the long term. In particular, this research is to find out and understand several things in order to formulate strategies in solving the problem of competitive and sustainable tourism potential.