Strategic Analysis Using SWOT-AHP: Beach Tourism in Sabah, Malaysia

Chystal Kelly Ann Udian; Faerozh Madli; Masran Tamin

doi:10.51200/jaaab.7816

Authors

Chystal Kelly Ann Udian Universiti Malaysia Sabah
Faerozh Madli Universiti Malaysia Sabah
Masran Tamin Universiti Malaysia Sabah

DOI:

https://doi.org/10.51200/jaaab.7816

Keywords:

SWOT, AHP, Strategic analysis, SWOT-AHP, Beach tourism

Abstract

The popularity of beach tourism in Sabah has increased after the COVID-19 pandemic ended, this study aims to analyze what factors should be taken seriously to boost the competitiveness of the beach tourism industry in Sabah. Strategic analysis of beach tourism in Sabah, Malaysia, by utilizing the SWOT (Strengths, Weaknesses, Opportunities, and Threats) framework in combination with the Analytic Hierarchy Process (AHP). This is a descriptive research design. The problem itself contains many SWOT criteria, which have been reviewed in three phases with the assistance of industry external experts and AHP guidelines. This study introduces a hybrid SWOT-AHP strategic analysis in this area. The influencing elements have been assessed and rated to determine the most important factors on which the industry should focus.

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