Analisis Strategi Pengelolaan Desa Wisata dalam Rangka Peningkatan Pendapatan Asli Desa Simonis, Kabupaten Labuhanbatu Utara, Provinsi Sumatera Utara

Abstract

The development of tourism villages has become a strategic approach to achieving economic independence through local potential. This study aims to analyze the management strategy of Simonis Tourism Village in its efforts to enhance the Original Village Income (PADesa). The research employs a qualitative descriptive method, with data collected through interviews, observation, and documentation. Data analysis applies the Miles and Huberman interactive model, while the strategic analysis uses the SWOT framework to identify strengths, weaknesses, opportunities, and threats in the management process. The findings reveal that the current management strategy of Simonis Tourism Village lies within the Strength–Opportunity (S–O) quadrant of the SWOT matrix. This indicates that internal strengths can be effectively leveraged to seize external opportunities, particularly the village’s natural tourism potential, including rivers, tropical forests, and cultural uniqueness. The effective strategies include maximizing natural attractions, strengthening community collaboration through BUMDes and tourism awareness groups (Pokdarwis), and improving digital-based promotion. However, the study also identifies several limitations, such as the lack of qualified human resources in tourism management, insufficient innovation, inadequate supporting infrastructure, and weak promotion and supervision systems. Overall, the existing management strategy aligns with the objectives of tourism village development policies but requires improvement in institutional capacity, human resource competence, and stakeholder coordination to enhance the tourism sector’s contribution to the village's original income (PADesa). The study contributes to regional policy recommendations and serves as a practical reference for implementing sustainable and locally grounded tourism management strategies.