Fostering Sustainability Advantage in Rural Tourism Destination at Kulon Progo, Yogyakarta

Abstract

The goal of this study was to assess the advantages of rural tourism development at Kulon Progo County based on 800 visitors who were observed about their perception of strength, weakness, opportunity, and threat on eight rural destinations. Respondent consists of tourist, local residents, and destination providers. SWOT and QSPM analysis were used to assess potential destination and deliver suggestions to providers and government, while correlation was used to improve the results of IFAS and EFAS especially in identifying the visitor’s perceived of importance and performance from twenty-first attributes of SWOT. This study found main potential in improving small-scale rural tourism project, namely: changing interest in nature as market demand, nature’s beauty and biodiversity as an asset of destination, and development of social media as technology in promoting rural tourism. Finally, it suggested numerous strategies for fostering sustainability advantages of rural destination, therefore could develop competitiveness in tourism sector.