Strategic Development of Mangrove Ecotourism in Tanjung Rejo Village, Deli Serdang Regency: A SWOT-Based Community-Centered Approach

Abstract

Mangrove ecotourism offers a sustainable alternative for coastal development by integrating conservation, community participation, and local economic empowerment. This study explores strategic development opportunities for mangrove ecotourism in Tanjung Rejo Village, Deli Serdang Regency, Indonesia, an area recently designated as a mangrove tourism village. Using a mixed-method approach, data were collected through structured questionnaires, stakeholder interviews, and field observations. A SWOT analysis, supported by the Internal Factor Evaluation (IFE) and External Factor Evaluation (EFE) matrices, was applied to identify internal strengths and weaknesses, as well as external opportunities and threats. Results indicate that Tanjung Rejo possesses strong ecological assets and growing tourism interest but faces limitations in infrastructure, institutional coordination, and promotional efforts. The analysis revealed the most strategic quadrant to be Strengths–Opportunities (SO), suggesting an aggressive strategy is appropriate. Recommended strategies include improving tourism amenities, leveraging government and NGO partnerships, and strengthening community-based management practices. The findings underscore the importance of aligning ecotourism development with sustainable regional planning, particularly in environmentally sensitive coastal zones. This study contributes to the growing literature on community-based ecotourism in Southeast Asia and offers practical guidance for policymakers, planners, and local stakeholders aiming to balance economic benefits with mangrove conservation.