Strategi Pengembangan Pariwisata Menggunakan SWOT, QSPM dan AHP: Studi Kasus Objek Wisata Air Panas di Kecamatan Pangururan,Kabupaten Samosir, Provinsi Sumatera Utara

Abstract

This study aims to analyze and formulate development strategies for the Aek Rangat Hot Spring tourist attraction in Pangururan District, Samosir Regency, by considering internal and external factors. The research method used is descriptive qualitative, with analysis conducted through IFAS-EFAS, IE, SWOT, QSPM, and AHP matrices. Data were collected through field observation, interviews with managers and local communities, and questionnaires distributed to visitors. The results show that the hot spring attraction is positioned in the Growth-Oriented Strategy (Quadrant I), indicating strong internal capabilities and high external opportunities. The main strategy recommended is to utilize strengths to seize opportunities (SO). According to the QSPM results, the priority strategies are: (1) developing supporting tourism facilities through external support (TAS = 5.75), (2) improving access to information through digital media and better directional signage (TAS = 5.6), (3) developing artificial tourist attractions (TAS = 5.17), and (4) involving the local community in tourism management (TAS = 4.95). The AHP results show consistent priorities, with the highest weight on facility development (0.40). In conclusion, Aek Rangat’s development should focus on improving facilities, optimizing information access, and enhancing attractions while involving the community to achieve sustainable tourism development.