Tourism Development Strategies in Goa Ergendang: SWOT and AHP Approaches for Sustainable Growth

Goa Ergendang, located in Deli Serdang, North Sumatra, is a natural tourism destination with untapped potential. This study analyzes strategies for developing sustainable tourism at Goa Ergendang using SWOT (Strengths, Weaknesses, Opportunities, and Threats) and AHP (Analytical Hierarchy Process) approaches. Data was collected through field observations, interviews with local stakeholders, and a survey of tourists and the local community. The SWOT analysis identified the site's strengths, including its natural beauty, unique cave formations, and strong community support. Weaknesses include poor infrastructure and limited promotion. External opportunities involve eco-tourism development and increased community involvement, while threats include accessibility challenges and competition from other tourist destinations. Based on the SWOT results, Goa Ergendang is positioned in Quadrant I, which calls for an aggressive strategy that leverages its strengths and capitalizes on opportunities. The AHP analysis prioritizes infrastructure improvements, promoting the site through digital platforms, and introducing innovative tourist activities. The study concludes that collaboration between government, private investors, and the local community is essential for the long-term, sustainable development of Goa Ergendang.