Swot Analysis of Tourism Development in Pematang Serai Village, Langkat Regency: Towards an Alternative Tourist Destination in North Sumatra
DOI:
https://doi.org/10.61194/ijmb.v3i3.816Keywords:
SWOT, Tourism Development, Tourism Village, Alternative, Pematang SeraiAbstract
This study aims to analyze tourism development strategies in Pematang Serai Village as an alternative tourist destination in Langkat Regency, North Sumatra, using a SWOT (Strengths, Weaknesses, Opportunities, Threats) approach. The independent variables in this study include Natural Potential, Community Involvement, and Infrastructure Support, while the dependent variable is Tourism Development. The number of respondents was 100 people, consisting of local residents, tourism actors, and visitors. The results of the study show that high natural potential, active community involvement, and growing infrastructure support are important factors in the development of alternative tourism. These findings contribute to the formulation of sustainable tourism development strategies in rural areas.
References
Adiyia, B., Vanneste, D., & Rompaey, A. (2017). The role of local knowledge in planning for sustainable tourism in African rural areas: A case study from Ghana. Journal of Sustainable Tourism, 25(5), 627–640. https://doi.org/10.1080/09669582.2016.1236803
Aulia, A., & Marzuki, A. (2022). Community-based tourism: The role of local leadership in developing rural tourism. Journal of Tourism and Sustainability, 2(2), 44–57. https://doi.org/10.31219/osf.io/2q9vc
Butarbutar, R., & Nugroho, Y. (2022). Pengembangan pariwisata berbasis potensi lokal di kawasan perdesaan Indonesia. Jurnal Pembangunan dan Alam Lestari, 14(2), 81–93. https://doi.org/10.25077/pal.v14n2.p81-93.2022
Cooper, C., Fletcher, J., Fyall, A., Gilbert, D., & Wanhill, S. (2020). Tourism: Principles and practice (7th ed.). Pearson.
Creswell, J. W. (2018). Research design: Qualitative, quantitative, and mixed methods approaches (5th ed.). SAGE Publications.
Damayanti, M., & Sugiama, A. (2018). Model pengembangan pariwisata berbasis masyarakat (CBT) di pedesaan. Jurnal Kepariwisataan Indonesia, 13(1), 39–53. https://doi.org/10.47563/jki.v13i1.127
Desy Surya, E., Ferine, K. F., Widodo, S., & Tasril, V. (2022). Analysis of tourist attractions in Lake Toba superpriority against tourist visiting decisions mediated by digitalization. https://proceeding.umsu.ac.id/index.php/Miceb/article/view/158
Fadhillah, N., & Ismail, R. (2020). Rural tourism development using SWOT and stakeholder analysis: A case in Aceh, Indonesia. GeoJournal of Tourism and Geosites, 31(3), 971–978. https://doi.org/10.30892/gtg.31317-532
Ferianto, M., & Widodo, S. (2024). Pengaruh Pemasaran Digital, Inovasi Produk, dan Pelayanan terhadap Kepuasan Wisatawan di Kota Medan. https://www.journal.lembagakita.org/index.php/emt/article/view/2987 DOI: https://doi.org/10.35870/emt.v8i4.2987
Fitriani, D., & Hasan, F. (2023). Analisis SWOT untuk strategi pengembangan pariwisata berbasis alam di kawasan perdesaan. Jurnal Pariwisata Nusantara, 5(1), 25–38. https://doi.org/10.31294/jpn.v5i1.21345
Gunn, C. A. (1994). Tourism planning: Basics, concepts, cases. Taylor & Francis.
Hakim, F., & Widodo, S. (2024). Strategi Peningkatan Wisatawan Asing Pada PT Angkasa Pura II. https://jurnal.goretanpena.com/index.php/JSSR/article/view/2392
Hanafiah, M. H., Zulkifly, M. I., & Jamaluddin, M. R. (2021). Tourism policy analysis using SWOT and quantitative methods in rural Malaysia. Journal of Tourism and Cultural Change, 19(3), 340–358. https://doi.org/10.1080/14766825.2020.1839156
Hanif, S. M., & Widodo, S. (2024). SWOT Analysis of Indonesian Coastal Tourism Destination Marketing in the International Office. https://journal.sinergi.or.id/index.php/Economics/article/view/207 DOI: https://doi.org/10.61194/economics.v2i3.207
Inskeep, E. (1991). Tourism planning: An integrated and sustainable development approach. Van Nostrand Reinhold.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson.
Kurniawan, F., & Yulianda, F. (2019). Strategi pengembangan ekowisata berbasis masyarakat di Indonesia. Jurnal Ilmu dan Teknologi Kelautan Tropis, 11(1), 137–146. https://doi.org/10.29244/jitkt.v11i1.25086
Kusuma, H. E., & Prasetyo, A. (2019). Infrastruktur sebagai penentu daya saing destinasi wisata di Indonesia. Jurnal Ekonomi & Kebijakan Publik, 10(2), 95–107. https://doi.org/10.22212/jekp.v10i2.1404
Liu, J., Zhang, J., & Zhang, H. (2019). Community-based tourism development in remote villages: A case from China. Sustainability, 11(3), 611. https://doi.org/10.3390/su11030611 DOI: https://doi.org/10.3390/su11030611
Nugroho, I., Negara, P. D., & Purnomo, E. P. (2020). Tourism and sustainable rural development: A case study from Central Java. Sustainability, 12(5). https://doi.org/10.3390/su12051992 DOI: https://doi.org/10.3390/su12051992
Page, S. J. (2011). Tourism management: An introduction. Routledge. DOI: https://doi.org/10.4324/9780080879369
Panagiotou, G. (2020). Revisiting SWOT analysis: Balancing strategy formulation through qualitative and quantitative approaches. Strategic Change, 29(1), 45–55. https://doi.org/10.1002/jsc.2313 DOI: https://doi.org/10.1002/jsc.2313
Prayag, G., & Ryan, C. (2017). The relationship between the quality of infrastructure and destination image: Evidence from New Zealand. Journal of Destination Marketing & Management, 6(4), 318–326. https://doi.org/10.1016/j.jdmm.2017.07.001 DOI: https://doi.org/10.1016/j.jdmm.2017.07.001
Pretty, J. (1995). Participatory learning for sustainable agriculture. World Development, 23(8), 1247–1263. DOI: https://doi.org/10.1016/0305-750X(95)00046-F
Rahman, M. M., & Islam, M. T. (2021). Sustainable rural tourism development using SWOT-TOWS analysis: Evidence from Bangladesh. African Journal of Hospitality, Tourism and Leisure, 10(1), 122–135.
Rusdianto, B., & Widodo, S. (2024). The potential of ports in North Sumatra to increase foreign tourist arrivals. International Conference on Economics and Business (ICEB. https://ijconf.org/index.php/iceb/article/view/410 DOI: https://doi.org/10.55606/iceb.v3i1.410
Salazar, N. B. (2018). Taking a stance: Anthropological reflections on community-based tourism. International Journal of Tourism Anthropology, 6(2), 163–179. https://doi.org/10.1504/IJTA.2018.10015521
Sari, D. A. P., & Hidayat, W. (2021). Pengaruh partisipasi masyarakat terhadap pengembangan desa wisata di Indonesia. Jurnal Pemberdayaan Masyarakat, 7(2), 214–227. https://doi.org/10.33087/jpm.v7i2.1099
Scheyvens, R. (2019). The benefits and challenges of community-based tourism. Tourism Planning & Development, 16(5), 491–507. https://doi.org/10.1080/21568316.2019.1632457
Su, M. M., & Wall, G. (2020). Community participation in tourism development in China. Tourism Management Perspectives, 34, 100664. https://doi.org/10.1016/j.tmp.2020.100664 DOI: https://doi.org/10.1016/j.tmp.2020.100664
Sugiyono. (2017). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.
Tam, B. C. I. (2021). Ecotourism and rural development in Southeast Asia: Community benefits and constraints. Journal of Ecotourism, 20(2), 156–174. https://doi.org/10.1080/14724049.2020.1811871
Wahab, S. (2019). Strategi pembangunan pariwisata daerah. Gadjah Mada University Press.
Widodo, S. (2024a). The Influence of Local Culture. In Halal Culinary and Accommodation on The Satisfaction of Muslim Tourists in Samosir, North Sumatra. https://proceeding.pancabudi.ac.id/index.php/ICEEGLOF/article/view/72
Widodo, S. (2024b). The influence of local culture, halal culinary and accommodation on the satisfaction of Muslim tourists in Samosir, North Sumatra. https://proceeding.pancabudi.ac.id/index.php/ICEEGLOF/article/view/72
Widodo, S., Waruwu, A. A., & Putranto, A. (2024a). The role of the local community in Pari City Village in the development of Sri Mersing beach tourism in Serdang Bedagai District. https://ejournal.seaninstitute.or.id/index.php/Ekonomi/article/view/4068
Widodo, S., Waruwu, A. A., & Putranto, M. A. (2024b). UMKM pariwisata: Pemberdayaan ibu rumah tangga melalui pengolahan gula merah dalam meningkatkan desa wisata Kota Pari Serdang Bedagai. Seminar Nasional Sosial Humaniora dan Sains Terapan (SMSHDST. https://proceeding.pancabudi.ac.id/index.php/SMSHDST/article/view/119
Yoeti, O. A. (2017). Pengantar ilmu pariwisata. Angkasa.
Zhang, L., & Lei, S. L. (2023). Measuring the impact of rural tourism infrastructure on tourist satisfaction. Journal of Travel Research, 62(4), 843–859. https://doi.org/10.1177/00472875221096377
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Selamet Widodo, Lambok Manurung
This work is licensed under a Creative Commons Attribution 4.0 International License.
