LUMIN, A. M. STRATEGIC ANALYSIS USING SWOT/TOWS-AHP: AN APPLICATION ON RURAL TOURISM INDUSTRY IN SABAH. JOURNAL OF TOURISM, HOSPITALITY AND ENVIRONMENT MANAGEMENT (JTHEM), [S. l.], v. 11, n. 43, p. 413–431, 2026. DOI: 10.35631/JTHEM.1143026. Disponível em: https://gaexcellence.com/jthem/article/view/7313. Acesso em: 2 apr. 2026.