SWOT analysis for optimizing sustainable agrotourism development in rural hill areas
DOI:
https://doi.org/10.61511/ecotour.v2i2.2025.2344Keywords:
agrotourism development, educational tourism, horticultural diversity, S-O strategy, SWOT analysisAbstract
Background: Awila Hills Agrotourism is a local agricultural center characterized by diverse horticultural production, including cayenne pepper, curly chili, corn, long beans, pumpkin, mustard greens, and tomatoes. Beyond its role as a tourist attraction, this agrotourism area maintains strong economic linkages with surrounding communities, where local residents regularly purchase fresh agricultural products directly from farmers. This interaction supports a stable local market and strengthens community participation, highlighting the importance of integrated and sustainable agrotourism development. Methods: This study was conducted from April to May 2025 using a mixed-methods approach that combined qualitative and quantitative descriptive analyses. A SWOT analysis framework was applied to identify and evaluate internal and external factors influencing the development potential of Awila Hills Agrotourism, thereby supporting strategic decision-making. Findings: The analysis indicates that the Strength–Opportunity (S–O) strategy achieved the highest priority score of 3.42, making it the most feasible development strategy. This approach emphasizes leveraging internal strengths to capitalize on external opportunities. Key recommended actions include optimizing natural landscapes and visitor comfort through targeted digital media promotion, developing educational tourism packages that integrate agricultural activities with environmental learning, and maintaining cleanliness and comfort to align with government tourism development programs. Conclusion: The prioritization of the S–O strategy underscores the importance of maximizing natural resources and educational potential to increase visitor numbers and enhance local economic benefits. This strategy supports sustainable agrotourism development by balancing tourism growth, community welfare, and environmental conservation. Novelty/Originality of this Article: This study offers a strategic development model for agrotourism by integrating SWOT-based analysis with educational tourism and community economic linkages. The findings provide a practical and replicable framework for sustainable agrotourism development in similar rural and agricultural tourism destinations.
References
Andiri, N. (2013). Community organization in agrotourism development in tourism villages: A case study of Kembangarum Tourism Village, Sleman Regency. Journal of Regional and Urban Planning, 24(3), 173–188. https://doi.org/10.5614/jpwk.2013.24.3.2
Aprilliza, N., & Riana, F. D. (2021). The impact of climate change on the production and income of red chili farming businesses. Journal of Agricultural Economics and Agribusiness. https://doi.org/10.21776/ub.jepa.2018.002.02.8
Arikunto, S. (2006). Research procedures: A practical approach. PT Rineka Cipta.
Bagaskara, D. Y. (2024). SWOT analysis of murabahah financing in Islamic financial institutions in Indonesia: An NVivo approach and literature review study. Jurnal Asy-Syarikah: Journal of Islamic Finance, Economics and Business, 6(1), 87–98. https://doi.org/10.47435/asy-syarikah.v6i1.2660
Brata, J. T., Sugiarti, C., & Djauhar, A. (2023). Tourism management policy in Southeast Sulawesi Province. Arus Journal of Social and Humanities, 3(3), 188–199. https://doi.org/10.57250/ajsh.v3i3.290
David, F. R. (2004). Strategic management concepts. PT Indeks Kelompok Gramedia.
Hunger, J. D., & Wheelen, T. L. (2003). Strategic management. Andi Publisher.
Jazuli, M. (2016). Paradigms of art education. Farishma Indonesia.
Konawe Distrik. (n.d.). Molawe subdistrict in figures. Local government publication.
Kurniasanti, S. A. (2019). Analysis of agrotourism development strategies. Journal of Tourism and Creativity, 3(2), 151–162. https://doi.org/10.19184/jtc.v3i1.13904
Kurniawati, R., & Marlena, N. (2020). SWOT analysis as the basis for strategic marketing planning in Belimbing Karangsari agrotourism, Blitar City. Indonesian Journal of Management and Business, 6(2), 191–203. https://doi.org/10.32528/jmbi.v6i2.3255
Martshita, D., Marsono, S., Yusuf, M., & Kusumasari, S. (2015). Development strategy for Pancoh Tourism Village as an ecotourism village in Sleman Regency. Institutional report.
Nurdin, N. (2016). Strategi pengembangan pariwisata berbasis masyarakat di Pulau Samalona, Makassar. Jurnal Master Pariwisata (JUMPA), 3(1). https://doi.org/10.24843/JUMPA.2016.v03.i01.p12
Pamulardi, B. (2006). Environmentally-friendly agrotourism development (Case study of Tingkir Tourism Village, Salatiga) (Doctoral dissertation, Diponegoro University).
Pratiwi, & Anggarini, D. R. (2022). The effect of reward and punishment systems on improving employee discipline at PT Yamaha Lautan Teduh Interniaga Lampung. International Journal of Business, 5(1), 59–67. https://ejurnal.teknokrat.ac.id/index.php/technobiz/article/view/2029/897
Purwanta, I. G. A., Chotimah, P. D., Putra, F. I. S., & Atha, A. (2022). Technology-based education in developing the attractiveness of agro-educational tourism at the Magetan Refugia Garden. Parikesit: Jurnal Pengabdian, Riset, Kreativitas, Inovasi, dan Teknologi Tepat Guna, 3(1), 184–192. https://doi.org/10.22146/parikesit.v3i1.17215
Ramadhani, S., & Yuliana, D. (2022). Pengembangan wisata edukasi berbasis potensi lokal. Jurnal Pengabdian Kepada Masyarakat Kreatif dan Inovatif, 5(1), 45–53. https://doi.org/10.53696/27214834.1394
Reno, O. R. (2023). Marketing strategies for tourist attractions in Lebong Regency (Doctoral dissertation, Dehasen University of Bengkulu).
Sadimantara, F. N. (2022). Analysis of horticultural farming income: Case study of Awila Hills agrotourism in Molawe District, North Konawe Regency. Jurnal Ilmiah Ilmu Pertanian dan Perkebunan, 1(3). https://doi.org/10.56189/jiikpp.v1i3.28002
Sari, D. (2020). Analysis of strengths, weaknesses, opportunities, and threats (SWOT) in determining bread sales marketing strategies. Journal of Management and Business, 1(1), 7–14. https://doi.org/10.30742/pragmatis.v1i1.1052
Sudini, L. P., & Arthanaya, I. W. (2022). Pengembangan pariwisata berwawasan pelestarian lingkungan hidup. DiH: Jurnal Ilmu Hukum. https://doi.org/10.30996/dih.v15i2.2466
Suhartawan, I. G. (2023). Development of organic crops as agrotourism destinations in promoting the creative economy. Paratama Journal, 3(2). https://doi.org/10.36417/jpp.v3i2.536
Sumandya, I. W., Dharmadewi, A. I. M., Pranata, I. K. Y., Wijaya, M. A., Suryawan, I. P. P., Dewi, N. P. S. R., & Yuda, I. P. D. (2024). The role of higher education institutions in the development of sustainable agrotourism to reduce environmental damage in Samblong, Jembrana, Bali. Sewagati, 3(2), 31–40. https://doi.org/10.59819/sewagati.v3i2.4224
Suriono, Z. (2021). SWOT analysis in identifying education quality. ALACRITY: Journal of Education, 1(1), 94–103. https://doi.org/10.52121/alacrity.v1i3.50
Tamara, A. (2016). Implementation of SWOT analysis in the marketing strategy of independent business savings products. Journal of Business and Management Research, 4(3). https://ejournal.unsrat.ac.id/index.php/jrbm/article/view/12751
Wahongan, C. R. S., Sondakh, J. A. R., & Warouw, F. (2015). Horticultural agrotourism in Southeast Minahasa (ecological architecture with a permaculture approach). DASENG Journal. https://doi.org/10.35793/daseng.v4i2.8893
Wahyudi, A., & Yahya, K. (2021). Development of Mulyosari Village agrotourism in the midst of community life towards an independent village. Publiciana, 14(2), 281–292. https://doi.org/10.36563/publiciana.v14i02.359
Widodo, W., Mirnawati, M., Setioko, S., Nirmala, R., & Sutiyo. (2023). Strategi pengembangan Dinas Pariwisata Kabupaten Lampung Timur dalam pengembangan objek wisata Goa Pandan. Nusantara Hasana Journal, 2(9), 216–228. https://nusantarahasanajournal.com/index.php/nhj/article/view/544
Yoeti, O. A. (2008). Tourism planning and development. Pradnya Paramita.
Zainuri, R., & Setiadi, P. B. (2023). Systematic literature review: SWOT analysis in corporate financial management. Maneksi Journal (Management Economics and Accounting), 12(1), 22–28. https://doi.org/10.31959/jm.v12i1.1364
Downloads
Published
Issue
Section
Citation Check
License
Copyright (c) 2025 Eka Rahmatiah Tuwu, Kahirun, La Gandri, La Ode Muhammad Erif, Mustaqiim
This work is licensed under a Creative Commons Attribution 4.0 International License.
