A SWOT Analysis Approach in Tourism Management Strategies for Promoting Social and Cultural Sustainability
DOI:
https://doi.org/10.36276/cpzn6n26Keywords:
Sustainability tourism, , Socio-Cultural, Tourism Managemen, SWOT AnalysisAbstract
The study objective is to formulate tourism management strategies to support socio-cultural sustainability in Sade Village, Central Lombok, with a focus on balancing the preservation of traditional values and the utilization of tourism economic potential. Specifically, this study identifies internal and external factors that influence destination management through a SWOT analysis approach. The methodology used was exploratory-sequential mixed methods. The qualitative stage involved in-depth interviews with traditional leaders and participatory observation, while the quantitative stage collected data on the perceptions of 120 tourists through questionnaires. Data analysis was conducted in an integrated manner, where findings from both approaches were validated through triangulation and then synthesized in a SWOT matrix to formulate strategies. The research results reveal that the main strength of Sade Village lies in the preservation of authentic Sasak culture, including traditional architecture and ikat weaving crafts. However, the community's capacity in tourism management and digital marketing remains a significant weakness. Based on SWOT analysis, four core strategies were formulated: (1) Utilizing cultural strengths for digital promotion and halal tourism (SO); (2) Strengthening community control to mitigate cultural commercialization (ST); (3) Improving community capacity through training (WO); and (4) Developing participatory monitoring mechanisms to reduce economic inequality (WT). These strategies are designed to ensure that tourism contributes to economic prosperity without compromising socio-cultural sustainability.
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