STRATEGIC ANALYSIS OF TRANSPORTATION INDUSTRY IN SABAH, MALAYSIA:  A COMPREHENSIVE SWOT/TOWS-AHP APPROCH

Muadzad Shahrom Muhasip; Ahmad Juliana; Dean Nelson Mojolou

doi:10.51200/jaaab.7864

Authors

Muadzad Shahrom Muhasip Universiti Malaysia Sabah
Ahmad Juliana Universitas Borneo Tarakan
Dean Nelson Mojolou Universiti Malaysia Sabah

DOI:

https://doi.org/10.51200/jaaab.7864

Keywords:

Rural Connectivity, Transportation Infrastructure, SWOT/TOWS Analysis, Analytic Hierarchy Process (AHP), Sabah Malaysia

Abstract

This study examines the transportation industry in Sabah, Malaysia, with a particular focus on the issue of limited rural connectivity. Despite government efforts and the existence of basic transportation infrastructure, many rural communities continue to face challenges such as poor road conditions, inadequate public transportation services, insufficient maintenance, and geographical barriers including mountainous terrain and seasonal flooding. To address these issues, the study employs an integrated SWOT, TOWS, and Analytic Hierarchy Process (AHP) approach to identify strategic factors, formulate improvement strategies, and prioritize actions for implementation. The SWOT analysis identifies key strengths, weaknesses, opportunities, and threats affecting rural transportation development. The TOWS matrix is then used to develop strategic alternatives, while AHP ranks these strategies according to their relative importance. The findings reveal that leveraging existing road networks and government commitment to expand digital infrastructure and smart transport solutions is the highest-priority strategy, followed by community engagement in multimodal transportation systems and the promotion of public-private partnerships. The study highlights the importance of infrastructure enhancement, technology adoption, community participation, and sustainable governance in improving rural accessibility. The proposed strategies provide practical guidance for policymakers and stakeholders to strengthen rural connectivity, support inclusive socio-economic development, and improve the quality of life of rural communities in Sabah.

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