Fostering Rural Tourism through Effective Homestay Management in Tebing Tinggi Okura

Rosianna Sianipar; Juliana; Diena M. Lemy

doi:10.55681/jige.v5i4.3546

Authors

Rosianna Sianipar Hospitality Management, Universitas Pelita Harapan, Indonesia
Juliana Hospitality Management, Universitas Pelita Harapan, Indonesia
Diena M. Lemy Hospitality Management, Universitas Pelita Harapan, Indonesia

DOI:

https://doi.org/10.55681/jige.v5i4.3546

Keywords:

Community-based tourism, Homestay management, Rural tourism, SWOT analysis, Sustainable tourism, Tourism development

Abstract

This study employs a SWOT analysis to examine the potential of fostering rural tourism through effective homestay management in Tebing Tinggi Okura, a growing tourist village in Riau Province, Indonesia. The Strengths, Weaknesses, Opportunities, and Threats (SWOT) framework provides a comprehensive understanding of both internal and external factors influencing the development of homestays in this rural setting. Key strengths identified include the village's rich cultural heritage, authentic rural lifestyle, and the strong sense of community involvement in tourism initiatives. These factors make Tebing Tinggi Okura an attractive destination for visitors seeking unique cultural experiences. However, weaknesses such as inadequate infrastructure, limited professional hospitality training, and inconsistent service standards pose significant challenges to homestay quality and sustainability. On the opportunity side, the growing demand for eco-tourism and rural tourism presents a significant market potential. Additionally, the use of digital platforms for marketing and booking offers opportunities to reach broader audiences. The study also highlights potential threats, including competition from nearby rural destinations and environmental degradation risks due to increased tourism activity. By addressing weaknesses through capacity building, improving service standards, and leveraging digital marketing, Tebing Tinggi Okura can strengthen its position as a rural tourism destination. This research concludes that a community-driven approach, supported by local government and tourism stakeholders, is essential to ensure sustainable growth in rural homestays while preserving the village's cultural and natural assets.

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