Mekarlaksana Tourism Village Development Strategy Analysis in Cikancung District, Bandung Regency Using SWOT Analysis
DOI:
https://doi.org/10.32659/tsj.v10i2.444Keywords:
Tourism Village, Qualitative Research, SWOT Analysis, Institutional Development, Mekarlaksana Village, Bandung RegencyAbstract
This study aims to formulate a strategic development plan for Mekarlaksana Village as a community-based tourism destination through intergenerational integration and local potential optimization. Located in Cikancung District, Bandung Regency, Mekarlaksana Village is rich in natural and cultural resources, including distinctive agricultural practices such as coffee and tobacco farming, which hold potential for educational tourism. This research employs a qualitative case study approach, where data from field observations, interviews, and FGDs are synthesized using SWOT analysis to formulate strategic recommendations. The findings reveal a capacity gap between the younger generation and the broader community in tourism management, particularly in digital literacy, service quality, and communication. The Internal Factor Analysis Summary (IFAS) and External Factor Analysis Summary (EFAS) matrix analysis identifies institutional strengthening, improved community communication skills, and enhanced digital marketing strategies as critical steps toward inclusive and sustainable village tourism development. A structured one-year action plan, divided into four quarterly phases, was developed to ensure sustainability through targeted training, stakeholder collaboration, and systematic evaluation of tourism products and services.
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