Local Potential-Based Tourism Village Development Strategy through a SWOT Analysis Approach in Tinalah Tourism Village

Abstract

Tinalah Tourism Village is a rural-based tourism destination with outstanding potential in terms of nature, culture, and local wisdom. Located in a hilly area with a well-preserved natural landscape, Tinalah Tourism Village offers a tourism experience that emphasises natural beauty and direct interaction with the local community. The development of tourism villages represents an important effort to improve the local economy while preserving the village’s natural, cultural, and local wisdom resources. This study employed a qualitative method with a descriptive approach. Data collection techniques included observation, in-depth interviews, and documentation involving tourism village managers, local communities, and relevant stakeholders. Data analysis was conducted by identifying internal factors (strengths and weaknesses) and external factors (opportunities and threats) influencing the development of Tinalah Tourism Village. The SWOT analysis results were further strengthened through in-depth interviews analysed using MAXQDA, enabling the study to reveal new findings. The results indicate that Tinalah Tourism Village possesses significant strengths, including attractive natural resources, unique local culture, and high levels of community participation. Based on the SWOT analysis results, this study selected aspects of weaknesses and threats as the primary focus in developing in-depth interview transcripts. Furthermore, data exploration was conducted through interviews with the management of Tinalah Tourism Village, which were systematically analyzed using MAXQDA software to generate a more comprehensive and relevant understanding of tourism village development strategies. The analysis recommends continuously strengthening local potential through digital-based promotion while reinforcing local wisdom as the core foundation of sustainable tourism development.