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Pematangsiantar City is the second largest city in North Sumatra Province and has many potential tourism objects.Tourism is a strategic sector that improves regional development and the welfare of the local community.However, tourism development practices still need to improve, primarily related to implementing comprehensive strategic planning.The study aims to formulate an effective and sustainable tourism development strategy by assessing the strengths, weaknesses, opportunities, and threats to managing local tourism objects.The assessment uses a qualitative approach through SWOT analysis to evaluate the management practices of ten selected tourism objects.Data and information were collected through focus group discussions and in-depth interviews with 60 key respondents.The SWOT analysis results show that the total score of internal factors is superior to external factors.This condition confirms that the development of tourism objects in the future uses an aggressive and competitive strategy.In addition, an assessment of internal conditions reveals that the strengths are less significant than the weaknesses, but the opportunities outweigh the threats.Therefore, the study suggests adaptive strategies to complement aggressive and competitive strategies.The main recommended action strategies are presented in the conclusion.The implications of these results are significant for policymakers, tourism planners, and stakeholders as these findings provide a comprehensive roadmap for improving sustainable tourism development.The study contributes to sustainable tourism development by providing a detailed analysis of the city's direction of tourism object management practices.
Saragih et al. (Wed,) studied this question.
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