PEREMAJAAN STRATEGI PARIWISATA BERBASIS KOMUNITAS PERKOTAAN MELALUI ANALISIS SWOT-QSPM DAN SIKLUS HIDUP KAWASAN PARIWISATA: STUDI PADA KAMPUNG WARNA-WARNI JODIPAN

Abstract

Urban community-based tourism has emerged as a sustainable development strategy, yet it remains vulnerable to stagnation due to strategic drift. Kampung Warna-Warni Jodipan (KWJ), Malang City, faces a paradox: declining tourist visits despite regional tourism recovery, indicating a misalignment between destination management strategies and external environmental dynamics. This study aims to formulate a destination rejuvenation strategy by integrating the Tourism Area Life Cycle (TALC), SWOT analysis, and the Quantitative Strategic Planning Matrix (QSPM). A case study design with a mixed qualitative-quantitative approach was employed. Primary data were collected through field observation and in-depth interviews with key informants selected via purposive sampling, representing government, academics, destination managers, the private sector, and the media. Data were analyzed using IFAS, EFAS, SWOT, and QSPM matrices, interpreted within the TALC framework. Findings reveal that KWJ occupies a favorable strategic position but empirically exhibits characteristics of the stagnation stage in the destination life cycle. The selected priority strategy is the repositioning of KWJ as an experiential tourism destination through strengthened digital branding, community-transformation storytelling, and packaging community activities as annual attractions. The study concludes that KWJ holds strong rejuvenation potential, grounded in community social capital and contingent upon adaptive and collaborative governance reform. Future research is recommended to examine the longitudinal effectiveness of strategy implementation in similar destinations.