Nur Fatinah Zainal, Suddin Lada, Lim Ming Fook, & Muh. Anas RA. (2025). STRATEGIC ANALYSIS OF ECOTOURISM INDUSTRY IN SABAH: APPLICATION OF COMBINED SWOT/TOWS AND AHP. Journal of the Asian Academy of Applied Business (JAAAB), 10, 1–17. https://doi.org/10.51200/jaaab.7831