iarjbmIARJBMIARJBM2708-5147https://doi.org/10.47310/iarjbm.2022.v03i02.001Strategy for Development of Eco-Tourism Potential and Marketing Mix in Area Unit IV East Java ProvinceSunarsihRatihRachmawatiHayatulMaspufahSekolah Tinggi Ilmu Ekonomi Mandala Jember, IndonesiaThe research was conducted in the Regional Development IV of East Java Province (Jember Regency, Bondowoso, Situbondo). Primary data were obtained from tourists, business actors, communities around tourism sites, practitioners, and related agencies. Secondary data were obtained from various agencies, including the Jember Regency Tourism Office, the Bondowoso Regency Tourism and Youth and Sports Office, and the Situbondo Regency Tourism Office. Likewise, through the Internet and books and research journals. The analytical tool used in this study is SWOT (Strengths-Weaknesses-Opportunities-Treat) which is used to develop strategic factors in developing tourist destinations in the Regional Development Unit IV of East Java Province. The results showed that in the SWOT quadrant, the position of ECO-TOURISM POTENTIAL DEVELOPMENT in SWP IV is located in quadrant I, meaning that in this quadrant the situation is very favorable. This means having opportunities and strengths that can be utilized to the fullest. The right strategy in this situation is to support an aggressive growth policy (growth-oriented strategy). Judging from the results of the IFAS and EFAS calculations and described as SWOT quadrants, the results are in the position of the Ecotourism potential development quadrant in SWP IV is in the quadrant I position. So, the development of ecotourism potential is in a very profitable position, this is because it has strengths and opportunities that can be utilized economically. maximum. As a result, ecotourism in SWP IV East Java Province must support an aggressive growth policy (growth-oriented strategy). Based on the results of the IE matrix, it is in quadrant I cells so the right strategy is backward integration, forward or horizontal integration, market penetration, market development, and product development. Meanwhile, based on the Quantitative Strategic Planning Matrix (QSPM), a product development strategy was chosen so that to create the potential for ecotourism development, it was necessary to prioritize the development of existing products in ecotourism and Micro, Small, and Medium Enterprises products