Pangandaran has many nature-based ecologies and offers beautiful nature because it has a lot of natural components possibly enjoyed by visitors. Natural potentials and local products in Pangandaran can be used to build entrepreneurial communities and improve their economic welfare. This research employed a descriptive method with quantitative and qualitative data. This research obtained data through observations, interviews, and close questionnaires. This research revealed that the entrepreneurship that leverages tourism potentials in Pangandaran was developed using communication strategies, such as networking communication, group communication, and information and communication technology. The Kompepar (tourism driving group) uses social networking, such as social media or chat groups participated by tourism businessmen. Their communication is done in three ways. The first is direct communication through a focus group discussion involving public figures. The second is utilizing social media, such as Instagram and chat groups of target communities and websites. The third is socialization through a communication forum directly involving tourism business people who join or do not join the community. The supporting factor is society’s high interest in establishing a business, indicated by a high number of participants in entrepreneurship training held by Kompepar. Meanwhile, the inhibiting factor is the existence of tourism businessmen who regard that tourists’ visit cannot meet their needs. The strengthening factor is tourism businessmen that have used social media to promote their products besides using a word-of-mouth technique to market their products.
Kata kunci: entrepreneurship, tourism, micro, small, and medium businesses, tourism driving groups