SWOT Strategy in the Development of Halal Ecotourism in Religious Tourism in Bangkalan: A Case Study of Martajasah Syaichona Cholil

Abstract

This study aims to formulate the significant potential of religious tourism and halal ecotourism in Martajasah, with the presence of Syaichona Cholil's grave as a magnet for pilgrims and an economic opportunity for the local community that has not been optimally managed. The objective is to identify internal and external factors and to formulate strategies for developing halal ecotourism through SWOT analysis. The method used is qualitative descriptive, with data collected through interviews, observation, and documentation, and then analyzed using a SWOT matrix with the assistance of ATLAS.ti. The research results indicate that Martajasah's strengths lie in its religious potential, halal facilities, and supportive natural environment, but there are weaknesses in infrastructure and management. Opportunities arising from the halal tourism trend and multi-party support can be utilized, although threats such as competition and environmental damage risks exist. The research recommendations are to improve infrastructure and human resources, strengthen digital promotion, and implement sustainable management based on halal principles and environmental conservation.

Keywords: Halal Religious Ecotourism, Development Strategy, SWOT, Sustainable Tourism