SWOT Analysis in Developing Karst Tubing Natural Tourism Attractions as a Marketing Strategy for Sustainable Tourism Destinations
DOI:
https://doi.org/10.21831/jsrlm.v1i2.2547Keywords:
Manajemen Pariwisata, SWOT ANALYSAbstract
This study aims to analyze marketing strategies for the development of karst tubing as a natural tourism attraction within the framework of sustainable tourism destinations. The research employs a qualitative descriptive approach to examine the internal and external conditions of the Karst Tubing Sedayu Destination as the foundation for formulating sustainable marketing strategies. Data were collected through field observations and in‑depth interviews with managers and relevant informants to obtain a comprehensive understanding of the destination’s potential, challenges, and management practices. The data were analyzed using the SWOT method to identify the strengths, weaknesses, opportunities, and threats that influence destination development. The results show that the marketing of Karst Tubing Sedayu has strong potential to be developed as a sustainable natural tourism destination. The destination’s main advantages lie in the uniqueness of its natural karst landscape, its aesthetic and geological educational value, and its relatively good accessibility. However, development still faces several obstacles, including limited supporting facilities and infrastructure, suboptimal safety equipment conditions, and environmental and safety risks related to extreme weather and uncontrolled tourism activities. The SWOT analysis indicates that integrated sustainable marketing strategies—rooted in conservation principles, safety, and stakeholder engagement—are essential for enhancing destination competitiveness while preserving the karst environment. Implementing these strategies is expected to support destination sustainability and provide economic and social benefits to the local community.
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