A Quantitative SWOT Analysis of Rural Tourism Villages in West Java: Enhancing Community Empowerment Through Sustainable Tourism Development

Sherly Rakasiwi Putri Utomo

doi:10.35313/jtospolban.v5i2.162

Authors

Sherly Rakasiwi Putri Utomo Tour and Travel Program, Department of Business Administration, Politeknik Negeri Bandung, Indonesia

DOI:

https://doi.org/10.35313/jtospolban.v5i2.162

Keywords:

Rural Tourism, Strategic Planning, Quantitative SWOT Analysis, Sustainable Development

Abstract

Rural tourism has been increasingly recognised as a strategic instrument for inclusive and sustainable development, particularly in regions with rich cultural and ecological assets. This study examines the strategic readiness of rural tourism development in West Java, Indonesia, through a quantitative SWOT analysis conducted using a desk study approach. Drawing upon 45 credible secondary sources—including government reports, academic literature, and development policy documents—20 key internal and external factors were identified, categorized, and evaluated using a structured weighting and rating process. Internal factors comprised strengths such as cultural richness, community participation, and institutional support, alongside weaknesses including poor infrastructure, limited human resource capacity, and weak digital marketing. External factors encompassed opportunities, such as the post-pandemic preference for nature-based tourism and increasing policy alignment, as well as threats, including environmental degradation and fragmented governance. The Internal Factor Evaluation (IFE) and External Factor Evaluation (EFE) matrices yielded total scores of 2.85 and 3.10, respectively, positioning West Java's rural tourism within the aggressive strategy quadrant. This suggests that existing internal capacities can be leveraged to capitalise on favourable external conditions. Strategic implications include the need to develop localised, digitally integrated tourism products, foster public-private partnerships for infrastructure enhancement, and promote participatory governance frameworks. The study contributes to theoretical discourse by demonstrating the applicability of quantitative SWOT analysis using secondary data and offers practical insights for sustainable tourism planning in rural contexts. It concludes that with strategic alignment, rural tourism in West Java can serve as a model for culturally grounded, environmentally responsible, and community-driven development.

References

Abidin, J., Fedrina, R., & Agustin, R. (2022). Penguatan Kelembagaan Desa Wisata Melalui Promosi Digital Marketing Di Desa Cisaat, Kecamatan Ciater, Kabupaten Subang. Jurnal Abdimas Pariwisata, 3(1), 1–10. https://doi.org/10.36276/jap.v3i1.292

Adda, H. W. (2022). Development of Human Resources-Based Tourism Networking Model. International Journal of Management Studies and Social Science Research, 04(05), 190–199. https://doi.org/10.56293/ijmsssr.2022.4517

Ai, X. (2024). Research on Optimization Strategy of New Media Marketing of Rural Tourism Under the Background of “Internet+.” Applied Mathematics and Nonlinear Sciences, 9(1). https://doi.org/10.2478/amns-2024-1036

Anggraeni, E., Normasyhuri, K., Kurniawan, M., & Kusuma, T. A. P. W. (2024). The Role of Green Economy, Sustainable Halal Environment, and Digital Tourism on Community Income: A Case Study in West Java and Lampung Tourism Villages. Jurnal Ekonomi Bisnis Dan Kewirausahaan, 12(3), 358. https://doi.org/10.26418/jebik.v12i3.71003

Bassols, N., & Bonilla, J. (2022). Community-Based Tourism and Destination Competitiveness: Bridging the Gap. Enlightening Tourism a Pathmaking Journal, 12(1), 145–176. https://doi.org/10.33776/et.v12i1.5125

Cheng, X., Xue, T., Yang, B., & Ma, B. (2023). A Digital Transformation Approach in Hospitality and Tourism Research. International Journal of Contemporary Hospitality Management, 35(8), 2944–2967. https://doi.org/10.1108/ijchm-06-2022-0679

Conefrey, A., & Hanrahan, J. (2022). Comparative Analysis of National Tourism Decarbonisation Plans. European Journal of Tourism Research, 31, 3105. https://doi.org/10.54055/ejtr.v31i.1979

Dang, P. T., Ren, L., & Li, J. (2022). Livelihood Resilience or Policy Attraction? Factors Determining Households’ Willingness to Participate in Rural Tourism in Western China. International Journal of Environmental Research and Public Health, 19(12), 7224. https://doi.org/10.3390/ijerph19127224

Darma, I. G. K. I. P., Wiwin, I. W., & Ariati, L. P. S. (2023). Ecosystem Model of Digital Tourism Candi Tebing Tegallinggah Gianyar. Ictmt, 1(2), 1–9. https://doi.org/10.56910/ictmt.v1i2.15

Ede, B. S., Taş, M., & Taş, N. (2025). Sustainable Management of Rural Architectural Heritage Through Rural Tourism: Iznik (Turkey) Case Study. Sustainability, 17(8), 3520. https://doi.org/10.3390/su17083520

Ehigiamusoe, K. U., Shahbaz, M., & Vo, X. V. (2022). How Does Globalization Influence the Impact of Tourism on Carbon Emissions and Ecological Footprint? Evidence From African Countries. Journal of Travel Research, 62(5), 1010–1032. https://doi.org/10.1177/00472875221113886

Göde, M. Ö., Ekincek, S., Aktaş, S. G., Yayla, Ö., Yenılmez, İ., Acıtaş, Ş., MERT, Y., AKARSU, H., & LEAL, J. B. R. (2023). Perspectives of Rural Tourism Entrepreneurs in Italy, Spain, and Türkiye: A Focus Group Study. Journal of Tourism Theory and Research, 9(2), 87–95. https://doi.org/10.24288/jttr.1284963

Han, L., Goetz, S. J., Eades, D. C., Entsminger, J. S., & Arbogast, D. (2022). An Early Assessment of COVID-19’s Impact on Tourism in U.S. Counties. Tourism Economics, 29(5), 1355–1375. https://doi.org/10.1177/13548166221107814

Ismail, A. Y., Andayani, S. A., & Nainggolan, M. F. (2023). Integgration of the Structural Equation Model Partial Least Square (SEM-PLS) and ANFIS Neuro-Fuzzy Approach for Creating a Local Wisdom-Based Tourism Development Model, Case Study of the Prabu Siliwangi Tourist Attraction, West Java, Indonesia. Smart Tourism, 4(2). https://doi.org/10.54517/st.v4i2.2494

Jia, Y., Liu, R., Li, A., Sun, F., & Yeh, R. (2022). Rural Tourism Development Between Community Involvement and Residents’ Life Satisfaction: Tourism Agenda 2030. Tourism Review, 78(2), 561–579. https://doi.org/10.1108/tr-02-2022-0097

Juhriah, E., & Rahmah, D. L. (2023). Application of Religious Tourism Places in Province Banten, West Java. Jurnal Sains Dan Teknologi Industri, 20(2), 469. https://doi.org/10.24014/sitekin.v20i2.21443

Koyuncu, F. T. (2024). Tourism Activities in the Context of Ecological Footprint: Panel Data Analysis for Mediterranean Countries. Ege Akademik Bakis (Ege Academic Review). https://doi.org/10.21121/eab.24.02.12

Li, M., Li, R., & Wu, Y. (2022). Dynamic Monitoring Method of Rural Tourism Popularity Based on Big Data Management Technology. Mathematical Problems in Engineering, 2022, 1–8. https://doi.org/10.1155/2022/9086946

Liang, W., Ahmad, Y., & Mohidin, H. H. B. (2023). Spatial Pattern and Influencing Factors of Tourism Based on POI Data in Chengdu, China. Environment Development and Sustainability, 26(4), 10127–10143. https://doi.org/10.1007/s10668-023-03138-8

Liu, Y., Rui, C., Li, Z., & Wang, Y. (2023). Research on Rural Tourism Development Under the Background of “Beautiful Countryside.” Highlights in Business Economics and Management, 8, 9–13. https://doi.org/10.54097/hbem.v8i.7157

Mestanza-Ramón, C., & Jiménez-Caballero, J. L. (2024). The Link Between Waterfalls and Biodiversity as a Key Element for Sustainable Development and Tourism in Amazonian Communities. Polo Del Conocimiento, 9(5), 588–608. https://doi.org/10.23857/pc.v9i5.7137

Monda, A., Feola, R., Parente, R., Vesci, M., & Botti, A. (2023). Rural Development and Digital Technologies: A Collaborative Framework for Policy-Making. Transforming Government People Process and Policy, 17(3), 328–343. https://doi.org/10.1108/tg-12-2022-0162

Nzomo, S. T., & Muriuki, D. L. M. (2022). Effects of integrated rural tourism planning on communities’ employment in Makueni County Kenya. International Journal of Tourism and Hotel Management, 4(2), 09–16. https://doi.org/10.22271/27069583.2022.v4.i2a.53

Pantović, D., Luković, M., & Lakićević, M. (2023). Evaluation of Tourism at Rural Areas in the European Union. Зборник Радова Економског Факултета У Источном Сарајеву, 12(27). https://doi.org/10.7251/zrefis2327011p

Pato, M. L., & Duque, A. S. (2023). Strategic Issues in Portuguese Tourism Plans: An Analysis of National Strategic Plans Since 2000. Sustainability, 15(7), 5635. https://doi.org/10.3390/su15075635

Popović, I., Marković, V., Vasiljević, Đ. A., Milošević, S., Radišić, M., Matejević, M., Kovačević, M., Ponjiger, I., Radišić, M., & Pevac, D. (2025). Carbon Footprint Assessment Within Urban and Rural Areas—Example of Inbound Tourism in Serbia. Sustainability, 17(7), 2891. https://doi.org/10.3390/su17072891

Rachmiatie, A., Zakiah, K., Yusdiansyah, E., Setiawan, E., & Martian, F. (2023). Model of Stakeholder Engagement in Halal Tourism Ecosystems in Rural Areas. Kne Social Sciences. https://doi.org/10.18502/kss.v8i18.14272

Ratnasari, D., Mahdi, S., Purwani, S., Herawati, T., Budiono, R., Subartini, B., Sukono, S., & Laksito, G. S. (2023). Tourist-Interest Analysis in Visiting Halal Tourism Post Covid-19 in West Java, Indonesia Using SEM. International Journal of Professional Business Review, 8(9), e01755. https://doi.org/10.26668/businessreview/2023.v8i9.1755

Saputro, K. E. A., Hasim, H., Karlinasari, L., & Beik, I. S. (2023). Evaluation of Sustainable Rural Tourism Development With an Integrated Approach Using MDS and ANP Methods: Case Study in Ciamis, West Java, Indonesia. Sustainability, 15(3), 1835. https://doi.org/10.3390/su15031835

Sili, M., Haag, M. I., & Nieto, M. B. (2022). Constructing the Transitions and Co-Existence of Rural Development Models. Sustainability, 14(8), 4625. https://doi.org/10.3390/su14084625

Singgalen, Y. A. (2023). Strategic Planning of Morotai Tourism Village Information System (SIDEWITA) Using Ward and Peppard Method. Journal of Information Systems and Informatics, 5(1), 134–149. https://doi.org/10.51519/journalisi.v5i1.442

Utarsih, H., Suryana, Y., Sucherly, S., Sari, D., & Riyanto, A. (2023). Boosting Customer Trust: Pricing, Experience and Value in Enchanting West Java Tourism. Journal of Eastern European and Central Asian Research (Jeecar), 10(6), 786–798. https://doi.org/10.15549/jeecar.v10i6.1497

Vélez, H. S. P., Toala, D. J. C., Montalvan, A. I. L., & Veliz, R. S. S. (2023). Strategies to promote sustainable community tourism development in Casas Viejas Commune, Manabí, Ecuador. South Florida Journal of Development, 4(7), 2773–2784. https://doi.org/10.46932/sfjdv4n7-017

Wang, S. (2023). Research on Improving the Quality and Rural Tourism Efficiency in Ningxia Under the New Situation. Tourism Management and Technology Economy, 6(4). https://doi.org/10.23977/tmte.2023.060407

Wartono, A., Muntasib, E. K. S. H., & Arifin, H. S. (2022). Tourism Potential in West Beach Coastal Area of Banten Province Based on Land Use Spatial Pattern. Iop Conference Series Earth and Environmental Science, 950(1), 12073. https://doi.org/10.1088/1755-1315/950/1/012073

Wu, Y. (2023). The Construction of a Coordinated Integration System of Rural Tourism and Habitat Environment in China Based on Coupled Coordination Degree Model. Applied Mathematics and Nonlinear Sciences, 9(1). https://doi.org/10.2478/amns.2023.2.00162

Xia, Y. (2022). Farmers’ Trust in Government and Participation Intention Toward Rural Tourism Through TAM: The Moderation Effect of Perceived Risk. Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.1023280

Xiao, Y., Xixi, T., & Lu, P. (2022). Difference of Farmers’ Livelihood Capital Before and After Rural Tourism Development. Computational Intelligence and Neuroscience, 2022, 1–6. https://doi.org/10.1155/2022/4138220

Xiaodan, L. (2024). Research on Financial Management Issues of Rural Tourism in Ganzi Prefecture Enterprises Under the Background of Rural Revitalization. The Frontiers of Society Science and Technology, 6(1). https://doi.org/10.25236/fsst.2024.060113

You, Y. (2022). Service-Oriented Architecture-Guided Information Service System for Design and Implementation of Rural Tourism. Wireless Communications and Mobile Computing, 2022, 1–9. https://doi.org/10.1155/2022/1480862

Yu-kai, H. U. (2024). Rural Tourism Communities in Sanya: Current Involvement Status and Enhancement Prospects Amidst Rural Revitalization. Tourism Management and Technology Economy, 7(1). https://doi.org/10.23977/tmte.2024.070120

Yu, J., Zhang, J., Zhou, M., & Cai, W. (2023). Impact of COVID-19 on the Comprehensive Resilience of Rural Areas—A Case Study of Jilin Province of China. Sustainability, 15(4), 3152. https://doi.org/10.3390/su15043152

Zárate-Altamirano, S., Rebolledo-López, D. C., & Parra-López, E. (2022). Community Tourism Strategic Planning—Convergent Model Proposal as Applied to a Municipality in Mexico. Sustainability, 14(23), 15945. https://doi.org/10.3390/su142315945

Zečević, L., Zečević, L., & Nedeljković, D. (2024). Ethno Event in the Function of Development of Rural Tourist Destinations: Case Study “Country Wedding“ at Gostoljublje. Ekonomika Poljoprivrede, 71(2), 697–710. https://doi.org/10.59267/ekopolj2402697z

Zhao, Z. (2025). Harnessing Artificial Intelligence in Sustainable Tourism in the Post-Pandemic World. Res J Eco Bus Man, 4, 1–11. https://doi.org/10.58924/rjebm.1-11

Ковшун, Н., Kliuchnyk, A., Tymchuk, S., Орленко, О., Soloviova, O., & Horiunova, K. (2023). Rural Tourism Potential in the Development of the Agriculture-Industrial Complex. E3s Web of Conferences, 408, 1026. https://doi.org/10.1051/e3sconf/202340801026