Innovation Strategy for Developing Herbal Medicine Products and Traditional Medical Tourism in Rural Areas
Main Article Content
The diversification of the business sector in Bali, particularly in the development of herbal medicinal products and traditional medical tourism, is essential for reducing the region's dependence on the tourism industry. This study aims to identify the strengths, weaknesses, opportunities, and threats faced by Catur Village, Kintamani, Bangli Regency in its efforts to develop these sectors. The research utilizes qualitative data, primarily gathered through interviews with key informants. SWOT analysis, encompassing both internal and external factors, was employed to analyze the data. The findings suggest that an aggressive expansion strategy, focused on community participation, the enhancement of herbal and traditional medical tourism products, and the implementation of digital marketing, is necessary for the village's sustainable development.
Keywords:
SWOT Analysis, EFAS, IFAS, Herbal medicinal products and Traditional Medical Tourism
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Dewantara, M. H. (2018). Pengembangan Pariwisata Medis Berbasis Tanaman Obat Di Desa Wanagiri-Bedugul. In Journey: Journal of Tourismpreneurship, Culinary, Hospitality, Convention and Event Management (Vol. 1, pp. 31–54).
Dorjsuren, A. (2014). Political ecology of inequality in tourism development in rural Mongolia. Sheffield Hallam University (United Kingdom).
Fetscherin, M., & Stephano, R.-M. (2016). The medical tourism index: Scale development and validation. Tourism Management, 52, 539–556. Retrieved from https://doi.org/10.1016/j.tourman.2015.08.010
Fosso Wamba, S., Akter, S., Edwards, A., Chopin, G., & Gnanzou, D. (2015). How ‘big data’ can make big impact: Findings from a systematic review and a longitudinal case study. International Journal of Production Economics, 165, 234–246. Retrieved from https://doi.org/10.1016/j.ijpe.2014.12.031
Ghasemi, P., Mehdiabadi, A., Spulbar, C., & Birau, R. (2021). Ranking of sustainable medical tourism destinations in Iran: an integrated approach using fuzzy SWARA-PROMETHEE. Sustainability, 13(2), 683.
Kathan, W., Matzler, K., & Veider, V. (2016). The sharing economy: Your business model’s friend or foe? Business Horizons, 59(6), 663–672. Retrieved from https://doi.org/10.1016/j.bushor.2016.06.006
Long, T. B., Looijen, A., & Blok, V. (2018). Critical success factors for the transition to business models for sustainability in the food and beverage industry in the Netherlands. Journal of Cleaner Production, 175, 82–95. Retrieved from https://doi.org/10.1016/j.jclepro.2017.11.067
Majeed, S., Lu, C., & Javed, T. (2017). The journey from an allopathic to natural treatment approach: A scoping review of medical tourism and health systems. European Journal of Integrative Medicine, 16, 22–32. Retrieved from https://doi.org/10.1016/j.eujim.2017.10.001
Mukherjee, P. K. (2019). Quality control and evaluation of herbal drugs: Evaluating natural products and traditional medicine. Elsevier.
Obahiagbon, E. G., & Ogwu, M. C. (2024). Consumer Perception and Demand for Sustainable Herbal Medicine Products and Market. In Herbal Medicine Phytochemistry: Applications and Trends (pp. 1–34). Springer.
Pedersen, D., Engel, S., & Sheridan, L. (2024). The Impact of Neoliberalism on Crisis Management in Bali’s Tourism Sector. Tourism Planning & Development, 1–19.
Prasannath, V., Adhikari, R. P., Gronum, S., & Miles, M. P. (2024). Impact of government support policies on entrepreneurial orientation and SME performance. International Entrepreneurship and Management Journal, 1–63.
Prasiasa, D. P. O. (2017). Strategi pengembangan dan pemberdayaan masyarakat desa wisata Timbrah kecamatan Karangasem kabupaten Karangasem. Prosiding, 103–126.
Rakesh, D., Abdussalaam, I. I., Ravishankar, M. S., & Singh, M. (2022). Formulating long-term and grand strategies. Strategic Management: A Competitive Advantage Approach, Concepts and Cases, 109.
Rangkuti, F. (2015). Analisis SWOT: Teknik membedah kasus bisnis. Language, 13(246p), 23cm.
Sulaiman, D. (2024). Legal Protection of Intangible Cultural Heritage: Perspectives from Indonesia and Malaysia. Taylor & Francis.
Udiyana, I. B. G., Suastama, I. B. R., Astini, N. N. S., Mahanavami, G. A., Karwini, N. K., & Maretta, Y. A. (2018). Innovation strategy the development of competitifeness of eco-based coastal tourism destination, management organization and quality of services. Journal of Environmental Management and Tourism, 9(4), 851–860.
Wahyuni, N. M., Astara, I. W. W., & Dewi, K. G. P. (2023). Management Optimization for Strengthening Catur Kintamani Tourism Village. International Journal of Environmental, Sustainability, and Social Science, 4(3), 672–679.
Widarini, P. S. I., & Wijaya, M. (2022). Wellness and Herbal Tourism Based on Local Wisdom as an Alternative to ‘New Normal’Tourism. Jurnal Komunikasi, 14(2), 299–321.
Zhao, X., Ju, S., Wang, W., Su, H., & Wang, L. (2022). Intergenerational and gender differences in satisfaction of farmers with rural public space: Insights from traditional village in Northwest China. Applied Geography, 146, 102770. Retrieved from https://doi.org/10.1016/j.apgeog.2022.102770
