NUR FATINAH ZAINAL; SUDDIN LADA; LIM MING FOOK; MUH. ANAS RA. STRATEGIC ANALYSIS OF ECOTOURISM INDUSTRY IN SABAH: APPLICATION OF COMBINED SWOT/TOWS AND AHP. Journal of the Asian Academy of Applied Business (JAAAB), [S. l.], v. 10, p. 1–17, 2025. DOI: 10.51200/jaaab.7831. Disponível em: https://jurcon.ums.edu.my/ojums/index.php/JAAAB/article/view/7831. Acesso em: 2 jul. 2026.