<![CDATA[This research aims to identify the potential of marine tourism from the hospitality sector in the southern East Lombok region and design its development strategy in a sustainable manner. The research method used is an exploratory qualitative approach with data collection techniques through in-depth interviews, field observations, and documentation. The data analysis technique used is a thematic analysis methodology. The results of the study show that this area has great potential in marine tourism, culture, and ecotourism, with several leading destinations such as Ekas Bay, Pink Beach, and Ekas Bay Mangrove Forest. However, various challenges must be overcome, such as a lack of supporting infrastructure, limited human resources and marketing that is not optimal. The recommendations of this study include increasing human resource capacity, strengthening digital-based marketing strategies and sustainability-based tourism management.]]>
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