FINANCIAL TECHNOLOGY: THE ALTERNATIVE STRATEGIES FOR DEVELOPING MARINE ECO-TOURISM DURING COVID-19 PANDEMIC IN KOTABARU REGENCY, SOUTH KALIMANTAN

Abstract

(Ahmad & Abdurahman, 2020) (Hidayatullah, Marijati, & Ahmad, 2018)This study used a descriptive method with qualitative approach. The sampling technique used was purposive sampling with a total sample of 60 tourists and 40 local residents. Data analysis used IFAS, EFAS, SFAS and SWOT analysis.

The results show that the internal environment which becomes a strength in the development of marine ecotourism in Kotabaru Regency is its excellent tourist attractions. This can be seen from its natural conditions that are still beautiful, natural, free of pollution and noise, the existence of coral reefs and marine plants which are great and supported by the attitudes of the local community that are very welcoming and tourists friendly. The internal environment that becomes a weakness is the ecotourism managers who are still not able to master and utilize financial technology as a medium to facilitate tourists to enjoy marine ecotourism in Kotabaru Regency.

The external factor that becomes an opportunity in the development of ecotourism in Kotabaru Regency is the existence of a tourism development policy that will be able to attract investors' interest in investing, drives the economy by increasing local people's income by being involved in tourism activities. The external factor that becomes a threat is COVID-19 pandemic which has hit the world, including Kotabaru Regency in Indonesia.

The priority strategy that can be applied to develop marine ecotourism in Kotabaru Regency is to increase the use of financial technology to make it easier for tourists to transact during Covid-19 pandemic.