Articles
DOI DOI: 10.62441/actainnovations.v63i.1108

STRATEGIC OPTIMIZATION OF GREEN TRANSPORTATION FOR SUSTAINABLE TOURISM DEVELOPMENT IN JATILUWIH TOURISM AREA: A SWOT AND QSPM ANALYSIS

I Made Kariyana1, Tri Hayatining Pamungkas 2, Halima Nur Shiyam 3
  1. 1 Civil Engineering Study Program, Faculty of Science and Technology, Universitas Ngurah Rai, Indonesia.
  2. 2 Civil Engineering Study Program, Faculty of Science and Technology, Universitas Ngurah Rai, Indonesia.
  3. 3 Politeknik Transportasi Darat Bali, Indonesia.

Abstract

Sustainable tourism has become one of the priorities in tourism development, particularly in nature-based destinations such as Jatiluwih, Bali. As a UNESCO World Cultural Heritage site and recipient of the UN Tourism Best Tourism Village award, Jatiluwih has implemented several green tourism initiatives, including the adoption of environmentally friendly transportation (green transport). However, its implementation still faces challenges, such as limited supporting infrastructure, readiness of facilities, community resistance, and constraints in policy and funding. This study aims to identify the existing condition of green transport, analyze internal and external factors influencing its implementation, and formulate optimization strategies using SWOT and the Quantitative Strategic Planning Matrix (QSPM). The analysis identified 23 strategic factors, which generated six alternative strategies. Based on QSPM, the priority strategy is the development and strengthening of green transport regulations, including zoning policies, green mobility education, incentive schemes, and continuous monitoring. Furthermore, the implementation of green transportation in Jatiluwih reflects the values of Tri Hita Karana by integrating environmental, social, and cultural sustainability. This study is expected to serve as a reference for local governments, site managers, and stakeholders in fostering synergy between green transport and sustainable tourism in Jatiluwih.

How to Cite

Kariyana, I. M., Pamungkas , T. H., & Shiyam , H. N. (2026). STRATEGIC OPTIMIZATION OF GREEN TRANSPORTATION FOR SUSTAINABLE TOURISM DEVELOPMENT IN JATILUWIH TOURISM AREA: A SWOT AND QSPM ANALYSIS. ACTA INNOVATIONS, 63, 397–408. https://doi.org/10.62441/actainnovations.v63i.1108
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