STRATEGIC ANALYSIS USING SWOT/TOWS-AHP: AN APPLICATION ON RURAL TOURISM INDUSTRY IN SABAH
DOI:
https://doi.org/10.35631/JTHEM.1143026Keywords:
AHP, Rural Tourism, Sabah, Strategic Analysis, SWOT/TOWSAbstract
Rural tourism represents a vital economic and socio-environmental asset for Sabah. Rural tourism would not only benefit the industry but also help to generate income among villagers. However, the sector continues to face challenges related to infrastructure limitations, human capital deficiencies, and rapidly evolving digital tourism marketing landscape. This study integrates SWOT/TOWS analysis with the Analytic Hierarchy Process (AHP) to identify and prioritize strategic initiatives for sustainable rural tourism development. Qualitative data from focus group discussions with rural tourism operators informed the identification of key internal and external factors. Results indicate that Strength–Opportunity strategies particularly eco-tourism promotion, cultural experience integration, and collaboration with government initiatives to enhance digital visibility carry the highest strategic weight. Conservation measures and financial support strategies hold moderate priority, while internal operational improvements rank lower. The findings offer an evidence-based strategic framework to support tourism operators and policymakers in enhancing competitiveness, sustainability, and community participation across Sabah’s rural tourism sector.
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