Community-Based Halal Tourism and Information Digitalization: Sustainable Tourism Analysis

Abstract

This study employs a mixed method. In-depth interviews and observational studies are among the data collection approaches used in qualitative research. The quantitative method measures the weight of respondents’ answers to the distributed questionnaire. The questionnaire, containing 82 items, was distributed to 202 tourists to collect their perceptions based on the 4A tourist components. The results indicate that tourists’ perceptions of attractions, accessibility, and ancillary services are generally positive. In contrast, perceptions of amenity services are less favorable. Using the scores from IFAS, EFAS, and the I-E matrix, the total weighted scores for IFAS and EFAS are 2.68 and 2.83, respectively. The appropriate strategy for BTV is one of aggressive growth in a position of strengths and opportunities. The study highlights key techniques, including the application of information technology in service and promotion, the strengthening of community and government roles, the development of infrastructure and facilities, the utilization of external resources, sustainable innovation, and the encouragement of local governments to issue regulations for halal tourism villages. By identifying drivers and barriers from an economic, environmental, social, and cultural perspective, the SWOT analysis results help design strategies that can make positive contributions to the development of sustainable, community-based halal tourism and digital information in the future.

1. Introduction

The development of the tourism industry in the era of Volatility, Uncertainty, Complexity, and Ambiguity (VUCA) leads to rapid and unpredictable changes, necessitating tourism actors to be more flexible, innovative, and adaptive in addressing various challenges (Borodako et al., 2024; Varelas et al., 2021). As one of the sectors with great potential for driving high economic growth, the tourism industry develops from various perspectives, including social, financial, and environmental (Li et al., 2018; Mejjad et al., 2022). Information technology has become a crucial factor in shaping the development of the tourism industry (Lv et al., 2022). The importance of the tourism industry has encouraged several regions to increase their tourism activities, making it one of the leading economic sectors in boosting national income, expanding employment opportunities, developing infrastructure, promoting businesses, and enhancing a country’s economy (Devi & Firmansyah, 2019).

Tourism is an essential economic sector in Indonesia. The Republic of Indonesia’s Ministry of Tourism and Creative Economy reports that, by September 2023, tourism-related foreign exchange revenues totaled USD 10.46 billion, accounting for 3.8% of the country’s GDP. A total of 688.78 million tourists traveled domestically, while abroad, there were 9.5 million visitors. To ensure that the contributions of the tourism industry are not limited to specific locations, it is crucial to adopt a sustainable tourism development model, even though not all tourist sites have promoted economic growth. The goal of sustainable tourism is to create tourist destinations that protect the environment, society, economy, and culture for both current and future generations (De Bruyn et al., 2023).

Tourism development contributes to increasing economic added value and improving community welfare. Therefore, it is necessary to develop Community-Based Tourism (CBT), where the community serves as the manager and directly benefits from the tourism. CBT places a strong emphasis on the proactive involvement of local communities in the development of sustainable tourism, aiming to benefit them financially and economically (Tripathi & Singh, 2024). CBT is a type of tourism in which local communities actively participate in planning, maintaining, and benefiting from tourism experiences. It is a sustainable model in which community members develop, own, and operate tourism activities, ensuring that economic advantages remain local (Jin et al., 2024). The community is no longer an object but also a subject that is actively involved in planning, implementation, and monitoring. The development of CBT is crucial as an indicator of the sector’s progress in sustainable tourism, increasing national income through foreign exchange, and enhancing the welfare and quality of life of the community, particularly in tourist destination areas.

The development of CBT has been implemented in several villages, leading to an improvement in the local community’s welfare. In 2024, there will be over 4000 tourist villages dispersed throughout Indonesia. Tourism villages are developed in rural areas that retain distinctive characteristics, including the village’s uniqueness, its physical geography, pristine natural resources, traditions, and local culture, which collectively define the identity of a tourism village (Kelfaoui & Rezzaz, 2021). The development of tourist villages has a beneficial economic impact on both local and regional levels, necessitating the active participation of the community at every stage of operation (Kelfaoui & Rezzaz, 2021).

One practical way to develop a sustainable tourism model is to utilize digital transformation, which is also a good alternative approach for the growth of tourist villages (Xiao et al., 2022). Information technology is a crucial factor, in addition to CBT, that significantly influences tourism development (Gursoy et al., 2019). A company’s ability to leverage digital technology to create new business models that significantly improve business outcomes and establish new corporate value propositions and organizational identities is demonstrated by digital transformation (Huang et al., 2023). The application of information technology offers substantial benefits in the tourism sector, including the ability to attract more tourists, enhance tourist services and experiences, and achieve sustainable growth.

The world industry has shifted towards the digital industry era 4.0. Information technology plays a crucial role in tourism (Mutmainah et al., 2025). As many as 70% of tourism users have utilized digital information about tourist destinations. It is easier for tourists to find tourist attractions in remote areas and plan and travel on vacation. By operating a gadget, tourists can obtain information quickly, precisely, and accurately. Research on digital transformation has concluded that the application of information technology provides excellent benefits, including attracting more tourists through promotion, increasing competitiveness, improving services, and achieving sustainable tourism goals.

This study aims to analyze the development of Benteng Tourism Village (BTV) as a sustainable halal tourism model grounded in CBT and digital information. Halal tourism is considered a form of religious tourism that prioritizes Islamic ideals and offers services and facilities that align with these beliefs (El-Gohary, 2016). In the global arena, halal tourism is a promising market. The Global Islamic Economy Report states that the turnover of money from global halal tourism has increased from USD 177 billion (2017) to USD 274 billion in 2023. The development of halal tourism in Indonesia is one of the Ministry of Tourism’s priority programs, which was launched in 2019 (Khoir & Dirgantara, 2020). However, the development has not yet reached its full potential due to several factors, including a lack of clear standards, inadequate infrastructure, brand perception issues, and marketing challenges. Furthermore, stronger branding and marketing are necessary to attract a broader range of travelers, including non-Muslims.

BTV is a developing tourist destination in Indonesia. It focuses on edu-agrotourism, which encompasses cultural, religious, artificial, culinary, educational, and natural tourism activities. BTV faces significant challenges due to weak management of the tourist village, particularly in areas such as digital media utilization and digital literacy among managers and businesses. Due to this constraint, tourism village firms and officials have heavily relied on traditional marketing, resulting in a limited market reach and a lack of knowledge about the tourism industry. The primary objective of establishing BTV was to empower residents and boost the community’s economy, explore and utilize the potential of natural and human resources, and support the Bogor Regency Government’s program as a “City of Sport and Tourism.” A comprehensive analysis of the potential of BTV as a halal tourism village can improve its development and provide greater benefits to the community.

The paper’s structure includes Section 1 and Section 2, which serves as an introduction and explains the background of title selection as well as pertinent prior research on the subject matter. Section 3 provides an explanation of the data used and a synopsis of the research methods. The data analysis findings, based on the materials and techniques, are presented in Section 4. Section 5 and Section 6 provide a discussion and conclusion.

2. Literature Review

2.1. Sustainable Tourism Theory

Sustainable tourism is a form of tourism development designed to meet the needs of tourists and the tourism industry without compromising the ability of future generations to meet their own needs. This tourism seeks to create a balance between environmental, socio-cultural, and economic aspects, both for the present and the future. The Triple Bottom Line (TBL) framework, the Carrying Capacity Theory, the Stakeholder Theory in Sustainable Tourism, the Resilience Theory in Tourist Destinations, and CBT development are a few well-known theories in sustainable tourism. The three main pillars of sustainable tourism are referred to as the TBL, which include: (1) Environmental Sustainability: ensuring that tourism activities do not harm the natural environment, including ecosystems, water quality, air quality, and biodiversity. For example, waste management at tourist destinations and the preservation of conservation areas (Wang & Cheablam, 2025). (2) Socio-Cultural Sustainability: maintain and respect the values, traditions, and cultural heritage of local communities. Tourism activities should strengthen local identity, not erode it (Liburd et al., 2024). (3) Economic Sustainability: create long-term economic benefits for all stakeholders, especially local communities, including through job creation and improved welfare (Liburd et al., 2024).

TBL places a strong emphasis on waste reduction, biodiversity conservation, carbon emission reduction, and the protection of natural resources. TBL aims to enhance the economic well-being of local communities by increasing corporate profits and improving the quality of life for citizens. This framework operates at two levels: macro and micro. At the macro level, it entails creating social and economic policies that support social welfare, economic fairness, and environmental preservation. On the other hand, through the activities of businesses and neighborhood interest groups, the micro level aims to balance the social, economic, and environmental systems. Social, environmental, and economic sustainability are the three pillars of sustainable tourism management, which necessitates community involvement to maintain socio-cultural continuity.

Tourist villages possess an attractive identity for tourists, encompassing the unique local products and natural resources that can be capitalized on through, among other things, geographic features, cultural traditions, and social attributes (Kelfaoui & Rezzaz, 2021). However, tourist villages face challenges in attracting tourists sustainably, including limited access to information technology, which results in suboptimal management of promotional activities (Amrullah et al., 2023).

2.2. Sustainable Community-Based Halal Tourism

Sustainable community-based halal tourism framework based on TBL (Sudirman et al., 2023), stakeholder theory in sustainable tourism (Miller & Torres-Delgado, 2023), and CBT development (Harini et al., 2025). This research will investigate the intersection of halal tourism, sustainability, and cognitive behavioral therapy. It will provide an overview of how tourism destinations, as business activities and community involvement, can integrate environmental responsibility into halal tourism, ensuring economic and cultural sustainability (Alfarizi et al., 2025). Along with the development of global tourism, halal tourism management can consider the involvement of the surrounding community, ethical behavior, and sustainability, which are integrated with environmental aspects (Amalia et al., 2024; Sudirman et al., 2023).

Previous research examines sustainable practices in halal tourism (Sudirman et al., 2023), analyzing technological advancements, community and cultural impacts, and other pertinent subjects. Religion serves as a moral compass, influencing attitudes and behavior in shaping local culture and wisdom. Religious teachings can be used as a way to foster harmonious relationships between society and its environment. Religion often motivates tourists, especially in religious tourism, because it allows individuals to express their beliefs. Some behaviors that cause environmental problems are moral dilemmas. Therefore, reviving moral values such as justice, kindness, and compassion is crucial (Ginting et al., 2024).

Halal tourism is a form of tourism that incorporates Sharia principles into its operational activities. All activities and facilities, from hotel reservations to food and beverages, as well as financial transactions, meet halal requirements and cater to the desires and needs of Muslim tourists (Battour & Ismail, 2016). Halal tourism is more flexible, expansive, and inclusive, serving Muslim and non-Muslim tourists by providing halal facilities (Ahmed & Akbaba, 2020). Its activities focus on providing halal food and beverages, as well as Muslim-friendly accommodations (alcohol-free hotels, direction of the Qibla, and prayer places), offering a new nuance in enjoying local wisdom while still adhering to Sharia principles (Addina et al., 2020; Shahnia et al., 2024). Halal tourism is grounded in Islamic values, encompassing halal aspects and Sharia-compliant tourism objectives and intentions. Its activities focus on increasing faith and piety (religious tourism) (Kim et al., 2020).

Halal tourism in Indonesia has significant potential for development, as the majority of the country’s population is Muslim, and Indonesia’s national wealth and culture are deeply rooted in the halal lifestyle. The increasing demand for halal products underscores their importance in tourism activities (Ahmed & Akbaba, 2020). Halal tourism integrates Sharia values based on halal and haram into tourism activities (Chookaew et al., 2015; Suci et al., 2021). The potential for developing halal tourism in Indonesia is not only motivated by the majority of the Indonesian population being Muslim but also driven by the country’s enormous natural wealth and rich cultural heritage, which is already closely tied to a halal lifestyle. However, several obstacles face Indonesian halal tourism, including market dynamics and demand, information and technology integration, regulatory compliance, and funding (Danarta et al., 2024).

2.3. Information Digitalization

The development of a sustainable tourism model in tourist villages through digital transformation is the ideal solution to overcome the problems faced by tourist villages, as well as an effective alternative development strategy (Cheng et al., 2023). Increasingly sophisticated digital technology causes changes in the use of digital information. Information can be accessed more openly, easily, quickly, and cheaply. Digital transformation is a process in which digital technology, combined with digital competencies, can create disruption that supports change and innovation in business models to achieve competitive advantage (Vial, 2019; Ghosh et al., 2022; Wessel et al., 2021; Huang et al., 2023). Digital transformation is carried out by adopting digital technology, namely a combination of information, communication, computing, and connectivity technologies, which fundamentally transform business capabilities (Bharadwaj et al., 2013; Setiawati et al., 2022). Digital technology helps transform strategies, business processes, company capabilities, products, services, and customer relationships (Bharadwaj et al., 2013). Digital transformation can help change processes to achieve sustainability goals (ElMassah & Mohieldin, 2020). Digital technology has encouraged tourism villages to optimize operational efficiency and expand the reach of visiting tourists. Specifically for Indonesia, according to a We Are Social report, 213 million individuals will be connected to the Internet by 2023, with 167 million active social media users. These data suggest that digital marketing can serve as a primary gateway for visitors to access information about tourist attractions in various regions online. Studies related to digital transformation in the tourism sector, particularly in tourist villages, are still limited (Kusumastuti et al., 2024).

As indicated in Figure 1, research on halal travel guides suggests that embracing ethical business practices aligns with the preferences of Muslim tourists. Islam, digital accessibility, community, and sustainability all converge to develop new tourist products and services that benefit both the traveler and the place. If destinations adopt this sustainable model for halal tourism, it would undoubtedly benefit both local economies and tourists. In the long run, this could boost the halal travel market’s overall competitiveness within the larger global travel industry (Maffei & Hamdi, 2022).

3. Methods

3.1. Study Area

BTV, Ciampea District, Bogor Regency, West Java, Indonesia, was designated as an agro-industry and educational tourism-based village in November 2019, featuring superior educational tourism offerings such as biofloc-based fish farming, Ciwitan batik workshops, modified cassava flour diversification education, diversification of soybean-based beverage and food products, and geomorphology exploration. The initial purpose of establishing BTV was to empower residents and the community’s economy, explore and utilize the potential of natural and human resources, and support the Bogor Regency Government’s program as a “City of Sport and Tourism.”

An in-depth and comprehensive analysis of the potential of BTV as a Halal Tourism Village can improve its development and provide more significant benefits to the community. Tourism offers more than just economic benefits to a town; it can also promote cultural preservation, social cohesion, infrastructure improvement, and increased environmental awareness. It can also strengthen local communities, encourage cultural interaction, and foster greater pride and ownership of their heritage.

3.2. Data Collection Techniques

This research employs a mixed-methods approach, combining both qualitative and quantitative methods. A mixed methods approach necessitates the effective integration of data collection, evaluation, and interpretation methodologies. For qualitative research, data collection techniques include in-depth interviews, observation, and literature reviews that explore concepts and theories in depth. The questions asked during the interview consisted of structured and unstructured questions. Structured questions in a multiple-choice format, related to respondent data and questionnaire questions (using a Likert scale), were distributed to visitors, covering dimensions such as attractiveness, accessibility, facilities, and additional services. Unstructured questions are open-ended, in-depth interviews that explore complex issues, understand multiple perspectives, and foster meaningful relationships.

The interview questions focused on the site’s operations, visitor and natural interactions, available facilities, challenges, digitalization of information implementation, policies, and programs. The number of respondents interviewed face-to-face was 14, consisting of a Head of the Culture and Tourism Office, a Head of Benteng Village, eight Chairmen of MSMEs, and four representatives of BTV. Interview with the Head of the Culture and Tourism Office, the Head of BTV, and the Head of BTV as local community leaders to obtain information related to policies, programs, and efforts that have been carried out previously, as well as plans for managing halal tourism villages and how to overcome the obstacles faced. For interviews in qualitative research, a general guideline suggests aiming for a minimum sample size of 12–15 participants. Some researchers find that 12 interviews can be sufficient to reach saturation in homogeneous studies (Hennink & Kaiser, 2022).

Observation methods provide direct and complete data but can also be subjective, alter the object’s behavior, and raise ethical concerns. Observation involves the process of systematically observing and recording phenomena as they occur in the field, such as nonverbal observations of tourist locations based on research interests and village rates. The type of observation carried out is participant observation, where the researcher participates in the activity. Participant or personal observations on the site include activities, interactions with tourists, and the natural environment, as well as available sustainability programs.

Quantitative methods and descriptive statistics help measure the weight of respondents’ answers to each question indicator on the distributed questionnaire (Mishra et al., 2019). The questionnaire consisted of 82 questions distributed to 202 tourists as respondents. The number of respondents was determined using Slovin’s formula with a 5% margin of error, where n is the average number of travelers per year from 2022 to 2024, which is 379 people. According to Slovin’s formula, the minimum number of samples collected was 195. The sample size of 202 is assumed to be representative of the average number of visitors to the BTV. Slovin’s formula is a statistical tool used to calculate the minimum sample size needed to represent a population with a certain margin of error. The formula is n = N/(1 + Ne²), where n is the sample size, N is the total population size, and e is the acceptable margin of error (Tejada et al., 2012).

Questionnaires were used to find out about attractions, accessibility, facilities, and additional services. The questions related to accessibility include transportation, traffic conditions, hotels in the tourist village, the visible signs and directions to BTV, and the strength of cellular network access; about amenities include availability, parking management, and the cleanliness of public toilets for both men and women; the availability of digital and non-digital media, restaurants offering halal options, menus with good, decent, and informative content, and quality food at affordable prices; the availability of money changers, hospitals, and public fueling facilities; and questions related to restaurants, affordable accommodation that meets halal standards, and adequate qualifications. All indicators are measured using a 5-point Likert scale, ranging from 1 (strongly disagree) to 5 (strongly agree).

BTV is considered one of the famous tourist destinations in the Ciampea District, Bogor Regency, West Java, Indonesia. Almost 379 tourists visit this village annually, and more than 202 visitors have provided testimonials of their experiences—respondents’ characteristics as shown in

Table 1. Respondents characteristics.

Descriptions	No. of People	Percentage	Descriptions	No. of People	Percentage
Students	98	48	10–19	39	19
Employees	32	15	20–29	92	46
Entrepreneurs	39	19	30–39	17	9
Housewives	23	11	40–49	25	12
Others	8	5	50–59	29	14
Total	202	100		202	100
Male	66	33
Female	136	67

Sources: Questionnaire result data (data processed).

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Table 2. Rating by questionnaire.

Rating	No. of People	Percentage
Excellent	71	35
Very Good	95	47
Average	31	15.5
Poor	2	1
Terrible	3	1.5
Total	202	100

Sources: Questionnaire result data (data processed).

presents information from visitors who reviewed their experiences in BTV. This distribution refers to the questionnaire distributed to visitors at the research location. Most respondents, or 47%, had excellent experiences and impressions when visiting BTV.

This study was conducted by grouping indicators based on four main aspects: attractions, amenities, accessibility, and ancillary services. Based on the tabulation of the average respondent’s answers, as shown in

Table 3. Initial facet analysis.

Variables	Description	Number of Indicators	Average Value	Category
Attraction	Everything that can attract tourists to visit tourist areas. Attractions consist of what first attracted tourists to visit.	17	3.235	Average
Accessibility	Components related to the availability of various means of transportation and security contribute to the smooth travel of tourists to ensure their safety	16	3.545	Average
Amenity	Amenities are all kinds of infrastructures and facilities needed by tourists while in a tourist destination	17	2.555	Poor
Ancillary	A component, which is the support provided by the government, destination manager, or local government, to organize tourism activities	16	3.222	Average

Source: Benteng Village questionnaire (data processed).

, the average respondent’s answer for the attraction indicator is 3.23. The average respondent’s answer for the accessibility indicator is 3.54. The average respondent’s answer for the amenity indicator is 2.55, and the average respondent’s answer for the ancillary indicator is 3.22. The values of the four indicators indicate that attraction, accessibility, and ancillary services are in the average category, while the amenity indicator falls into the poor category.

3.3. SWOT Analysis

The data were processed using SWOT, EFAS, IFAS, and IE matrices to identify barriers and drivers for the development of a halal tourism village based on community and digital information by collecting and analyzing the perspectives of all relevant actors and stakeholders, namely policymakers, MSMEs, visitors, and the community. Strengths and opportunities were drivers, while weaknesses and threats were barriers (Pagot & Andrighetto, 2024). A SWOT analysis is a crucial tool for developing strategic plans to achieve desired goals, considering both strengths and weaknesses, as well as opportunities and challenges (Agarwal et al., 2009). It is also suitable for use in the tourism sector to achieve sustainable development (Hailuddin et al., 2022). Opportunities are external situations that are beneficial for a company. Meanwhile, threats and challenges are obstacles faced by companies, both externally and internally, such as competitors, technological changes, and government policies that diverge from the company’s goals, which can lead to future business failure (Nazarko et al., 2017).

The indicators generated in the EFAS and IFAS matrices become the SFAS or I-E matrices, which produce nine strategies consisting of growth strategies (cells 1, 2, and 4), stability strategies (cells 3, 5, and 7), and harvest and divestment strategies (cells 6, 8, and 9). These nine strategies are condensed into four comprehensive strategies, each represented in its quadrant. BTV can implement a defensive strategy. The first quadrant indicates a company in a favorable position, supported by the presence of strengths and opportunities, allowing it to drive growth actively. The second quadrant shows the company’s condition, which is experiencing severe external challenges. However, with its strengths, the company can capitalize on existing opportunities to the fullest extent possible. The third quadrant is a situation where the company, on the one hand, has an excellent opportunity to grow, but, on the other hand, has internal weaknesses that must be resolved and minimized, including implementing a turnaround strategy. The fourth quadrant is a situation where the company is weak and faces significant challenges. To deal with this situation, the company can implement a defensive strategy.

3.4. Development of Strategies

The strategy development, as presented in Figure 2, outlines the process of determining the strategy for developing BTV as a halal destination, taking into account the community and digitalization of information. SWOT indicators are identified based on economic, natural environment, and socio-cultural factors. The strategy is developed with consideration of the objective of creating a community-driven halal tourist village that utilizes digital information.

4. Results

4.1. SWOT Matrix

This study aims to identify factors that inhibit or support the development of BTV. Specifically, it analyzes the opinions and perspectives of key actors who play a vital role in promoting and developing BTV as a sustainable halal tourism destination with a significant economic impact on the local community. Regional-scale analysis enables the understanding of how national targets are achieved locally. Therefore, knowledge related to indicators inhibiting factors in the development of BTV can help overcome some of these problems. The results of the study are organized into two stages, namely: (i) SWOT matrix and (ii) analysis of internal and external factors that drive and inhibit economic, socio-cultural, and natural environment factors, among others, towards the development of the tourism village and its potential to become a halal tourism village by referring to the various national and international literature.

4.1.1. Strengths

Benteng Village was established as an agrotourism village in 2017, following the issuance of the Village Head’s Decree number 147/60/Kpts Kades/XII/2021, which outlined the establishment of BTV. The priority for the development of Benteng Village is to promote it through social media, aiming to increase the marketing and revenue of agricultural and MSME products through tourist visits. With the existence of tourist villages, MSMEs can develop rapidly, thereby enhancing the community’s economic growth. Therefore, through the Brilliant Village program, social media marketing has been carried out in collaboration with universities and Corporate Social Responsibility (CSR) banking funds since 2020. The presence of MSMEs contributed to the development of BTV. Some of these MSMEs include mocaf flour, soy milk, rice seasoning, batik Ciwitan, eco-print, snack and rice boxes, tofu meatballs, rafting, crystal guava from the Cahaya Tani Farmer Group, cassava farming, and river tubing. Tourists who visit will be directed to MSMEs first to introduce them and promote the existence of MSMEs to a broader community. BTV’s existence enhances the community’s economy, particularly for micro, small, and medium-sized enterprises (MSMEs).

BTV has extensive agricultural land. Therefore, the concept of edu-agrotourism is a tourist destination that packages agriculture into an innovative visit experience for tourists, providing educational value, especially in agricultural education. One of the most popular tourist destinations is river tubing, which involves floating down a river for approximately one kilometer in a rubber tube. During this activity, visitors can enjoy the cool air, the gentle breeze, and the view of the river surrounded by bamboo trees. The river is relatively calm, so visitors feel safe. Benteng Village is home to a diverse mix of tribes, races, and religions. Despite their different beliefs, the residents of Benteng Village have lived in harmony, safety, and peace for generations, surrounded by an atmosphere of high tolerance and togetherness. This is one of the assets and potentials that enrich the cultural and customary treasures of the Benteng Village community. With the full support of the Benteng Village Head, the management of BTV has adopted a thematic concept that aligns with the region’s characteristics, local commodities, culture, and various activities of its residents (Wassler et al., 2019). Great support from the government and the community is the basic capital needed to make BTV a sustainable halal village based on community engagement and the digitalization of information.

4.1.2. Weaknesses

The biggest challenge in developing BTV is the limitation in attracting tourists. Therefore, innovation is crucial for gaining attention and attracting tourists to visit. As an agrotourism destination, BTV receives numerous visits from students at elementary, middle, and high school levels. In addition to traveling, students gain more literacy with each visit by watching demonstrations of product processing produced by MSMEs and farmer groups, which helps integrate all MSMEs into one area. Additionally, it is necessary to establish an MSME center that accommodates 14 MSMEs in BTV. However, the land for the MSME center is currently not available. Some of the weaknesses that arise include expensive tour packages with inadequate facilities, such as a lack of vehicles for visitors to use for transportation around the vast tourist village area and enjoy the various tourist attractions available. This limitation is one of the factors that causes the low number of tourist visits. In addition to being caused by the lack of supporting facilities, the low number of visits is also due to the absence of digital or non-digital promotions that utilize various online promotional media, including social media.

4.1.3. Opportunities

The rapid development of technology has changed human mindset and behavior, allowing us to adapt to rapid, complex, and uncertain changes. However, digital transformation makes access to tourist destinations easy and fast. For some tourism managers, the rapid development of technology presents both opportunities and challenges. In contrast, for others, it poses a threat due to their inability to adapt to these technological changes. Based on research into people’s travel tendencies, tourism development has recently shifted towards alternative tourism centered in rural areas. People’s interest in alternative tourism based in rural areas has become a popular choice, as evidenced by the increasing number of Google search engine queries. The study results indicate that the trend of rural tourism is more dominant than alternative tourism, presenting a positive opportunity for tourist villages in Indonesia.

4.1.4. Threats

In developing the potential of halal tourism villages, Law No. 33 of 2014 concerning Halal Product Assurance has yet to provide government regulations. The Bogor Regency Government has not yet made regulations on halal in the regency. This condition presents a barrier to implementing the concept of halal tourism and its derivative products. Many existing and newly developed tourist villages have relatively similar and competitive attractions. The existence of competitors is a challenge for tourist village managers.

Summary of SWOT analysis in economic, natural environmental and socio-cultural perpectives as presented in Figure 3.

4.2. SWOT and I-E Analysis

The following outlines the IFAS, EFAS, and I-E analysis. The identified strengths, weaknesses, opportunities, and challenges are then calculated and presented in

Table 4. Strengths, weaknesses, opportunities, and threats (SWOTs) indicators.

Strengths	Rating	Weight	Value	Weaknesses	Rating	Weight	Value
The existence of MSMEs’ products	0.1	3	0.30	Low tourist arrival rate	0.05	2	0.10
The diversity of agricultural and plantation products	0.1	3	0.30	Pencak Silat attractions have not been playing continuously.	0.025	2	0.05
There is a river tubing tourist attraction	0.1	3	0.30	The tour package price is expensive.	0.05	3	0.15
The natural beauty and environment	0.05	2	0.10	MSMEs have not been integrated into one area.	0.05	2	0.10
The availability and comfortable prayer facilities	0.05	3	0.15	MSME promotion is not yet optimal	0.05	3	0.15
Safe from landslides, floods, and earthquakes	0.05	3	0.15	Digital and non-digital promotions have not been carried out massively	0.05	3	0.15
There is no difficulty in accessing the internet signals	0.05	3	0.15	The tourism management provides no vehicles to move around the large tourist village area	0.05	3	0.15
A local tradition of pencak silat	0.025	2	0.05	Young workers work outside the village	0.025	3	0.08
Community and government support	0.025	2	0.05	BTV does not have a cool air temperature	0.025	2	0.05
Ethnic and cultural diversity	0.05	2	0.10	Low stakeholder network.	0.025	2	0.05
Amount	0.6		1.65	Amount	0.4		1.03
Opportunities	Rating	Weight	Value	Threats	Rating	Weight	Value
The trends of village tourist destinations	0.1	3	0.30	The local government does not yet have halal tourism regulations	0.05	3	0.15
Increasing public interest in new tourist destinations	0.05	3	0.15	The local government does not yet have an SOP on the edu- and agrotourism	0.05	3	0.15
The development of information technology can increase digital promotion.	0.1	3	0.30	Intensive education and training about developing halal village tourism	0.025	3	0.08
BTV has a potential natural environment to develop	0.05	3	0.15	Other tourist villages offer similar halal tourism packages	0.025	2	0.05
Support from central and local government for the development	0.05	3	0.15	A limited number of companies that can contribute to increasing the potential of the local area	0.05	3	0.15
Utilization of external resources	0.025	2	0.05	Village funds that have not been focused on tourism	0.05	2	0.10
Availability and affordable transportation modes	0.1	3	0.30	There is a traffic jam on the way to the tourist village	0.075	3	0.23
There is no potential for flooding, landslides, or earthquakes	0.05	3	0.15	Competition with other more developed tourist villages	0.025	2	0.05
Safe from crime	0.05	3	0.15	A limited number of stakeholders’ contributions	0.025	2	0.05
Utilization of CSR to develop a tourism village	0.025	3	0.08	More intensive promotions of other BTV	0.025	2	0.05
Amount	0.6		1.78	Amount	0.4		1.05

Source: Questionnaire result (data processed).

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Using the scores from the IFAS and EFAS tables, along with the internal-external (I-E) matrix, the horizontal axis represents IFAS with a total weighted score of 2.68, and the vertical axis represents EFAS with a total weighted score of 2.83. BTV is in cell V, representing a stability strategy or plan for maintaining and defending. The goal of developing BTV is to integrate one-stop services more effectively using information technology while also enhancing promotion and market penetration to increase the number of tourist visits. Furthermore, it can be formulated into 4 SWOT strategies as presented in

Table 5. Possible strategies that emerged from the SWOT analysis.

	Strengths	Weaknesses
Threats	Strategy 1	Strategy 2
	Collaborating with the government and local communities in socializing the BTV as halal tourism; Prepare clear guidelines, instructions, and SOPs on sustainable halal tourism; Increase the role of the government in providing financial assistance and training for BTV managers, village officials, MSMEs, farmer groups, and youth organizations; (5). The government must strive to reduce traffic jams.	Conducting halal tourism innovation by increasing the variety of attractions and increasing the synergy of tourism village managers with MSMEs, youth organizations, farmer groups, and other stakeholders. The government must strive to reduce congestion to support increased tourist visits to BTV.
Opportunities	Strategy 3	Strategy 4
	Enhance digital and non-digital promotion of BTV through social media and other channels, increase visitor numbers, foster external cooperation for financial support through Corporate Social Responsibility, and capitalize on the potential tourism resources.	Increasing the variety of attractions is supported by extensive digital promotion, enhancing the synergy among tourism awareness groups, MSMEs, youth organizations, and farmer groups. Determining reasonable and transparent tour package prices, focused on building and infrastructure that support the tourism service industry. Securing free charge of halal certification and other government donations.

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4.2.1. Strategy 1: Strengths—Threats (Quadrant 2)

The basis for this strategy is the role of local governments and decision-makers in the regions in formulating local regulations to implement halal tourism, as well as providing training and education to tourism village business actors and stakeholders involved. Local governments can develop tourism evenly by building infrastructure, facilities, or objects that attract tourists. The government can also create programs, such as comparative studies of tourist attractions, to support regional tourism potential. In halal tourism, several key aspects are required: adequate worship facilities, availability of halal food, breaking the fast services during Ramadan, and adherence to Sharia restrictions on activities. Tourism is a shared responsibility, so the community must also be more proactive and take an interest in tourism development in Indonesia. Young people, especially with the advancement of technology and the development of the era, are expected to be able to market and package regional tourism potentials more innovatively, uniquely, and creatively.

4.2.2. Strategy 2: Weaknesses—Threats (Quadrant 4)

The low number of tourist arrivals can be increased by recalculating the entrance ticket price, which is considered less competitive. To increase the attractiveness of tourists, in addition to intensive promotion and innovation in products and services, the completeness of facilities needed by tourists must be considered, for example, the availability of vehicles used for travel between destinations. Sufficient funding can overcome these weaknesses and threats. In this case, the government’s role is crucial in overcoming weaknesses and threats.

4.2.3. Strategy 3: Strengths—Opportunities (Quadrant 1)

The basis for determining the strategy with the most significant opportunities by utilizing existing strengths and resources is an active attack strategy. This strategy leverages information technology to enhance the quality of service for tourists, including through a one-stop integrated service program, the completion of various facilities, increased promotion via social media and other online platforms, and enhanced support and participation from the government and other stakeholders.

4.2.4. Strategy 4: Weakness—Opportunities (Quadrant 3)

The basis for determining this strategy is to minimize weaknesses and maximize opportunities. For this reason, it is necessary to design a turnaround strategy or change course. Exploiting existing opportunities, overcoming internal limitations and weaknesses, and finding practical solutions. The strategies prepared include increasing the variety of tourist attractions, supported by intensive digital promotion; providing affordable and competitive tour package prices; focusing on infrastructure and facilities that support tourism services; obtaining free halal certification and other government grant assistance; and expanding cooperation networks with stakeholders.

Based on the results of the IFAS and the EFAS, the total score of strengths (1.65) minus weaknesses (1.03) equals 0.62, which becomes a value or point on the X-axis. The total score of opportunities (1.78) minus threats (1.05) equals 0.73, which becomes a value or point on the Y-axis. BTV is in quadrant 1, so the appropriate strategy to apply is strategy one, or an aggressive strategy, combining strengths and opportunities.

Some of the aggressive strategies prepared include the use of information technology to improve service quality, completing various required facilities, and promotional strategies to increase innovative marketing by utilizing digital information and enhancing competitiveness and, in addition, offering complete and competitive tour packages, developing attractive tourist attractions, and increasing support and involvement of the central government, regions, and external institutions in the development of tourist villages through capitalization by utilizing corporate social responsibility funds.

5. Discussion

The average number of visitors to BTV is relatively low; most visitors are students, laborers, self-employed, and homemakers; this presents its challenge in how to make BTV better known to the public in Bogor City/Regency and other cities in Indonesia through various promotional media, both manual and digital (Chakraborty & Jain, 2022; Dwivedi et al., 2021), and conventional movements involving all stakeholders and the community (Rehman et al., 2022). Increasing the number of visitors can also be achieved by presenting innovative tourist attractions. The limited number of visitors is due to the lesser popularity of educational and agricultural tourism attractions. Some visitors are more interested in traveling to other tours that offer a recreational atmosphere and various fun facilities. Although there are river tubing tours that offer white-water rafting attractions, they have not been well exposed. Weaknesses in the environmental dimension include BTV’s lack of cool air temperature and its large area, which necessitates the use of vehicles to access several tourist locations. For the socio-cultural dimension, among others, the attraction of pencak silat has not been ongoing, the stakeholder network remains low, and the tourism village management organization has not fully utilized the existing potential, competence, and capabilities.

The role of the government is greatly needed in developing tourism by building infrastructure and facilities and accelerating the empowerment of tourist village communities through training programs for the management and development of tourist villages (skills, knowledge, and attitude) of tourism practitioners (Khoir & Dirgantara, 2020) in collaboration with stakeholders from various sectors (Kunst, 2011). This finding relates to the emphasis on the importance of local empowerment theory in tourism, as indicated by the participation and decision-making of local communities in the development and management of tourism in their areas. This aims to ensure that tourism provides real and sustainable benefits to the community, not just to tourism entrepreneurs and investors.

Government policy and tourism resources influence the performance of tourism businesses through business competitiveness (Susanto, 2019). Those taking advantage of this opportunity can promote BTV as a halal tourism destination, and community and MSME involvement can encourage sustainable village growth. The government, strategic partners, and the community collaborate to address various weaknesses and minimize barriers, including enhancing infrastructure and facilities that tourists require, so that visitors feel comfortable, satisfied, and impressed by BTV as a community development theory. Community development theory is a paradigm for understanding how communities evolve and develop (Aref et al., 2010). It emphasizes the value of people collaborating within their community to meet their own needs and improve their quality of life (Greenhalgh et al., 2016).

Recognizing a community’s unique assets and resources, encouraging individuals to take ownership of their development, and cultivating a sense of shared purpose and responsibility are all important components (Erul & Woosnam, 2022). This positive impression will become a driver for achieving sustainable promotion, which can increase the number of visitors in the future. Pentahelix, such as industries around tourist villages, can participate in developing and promoting tourist villages by distributing a small portion of the profits obtained or social funds through grants or soft loans for capital, improving facilities, developing attractions, and others (Pratiwi et al., 2024). Utilizing village assets as tourist attractions can enhance the community’s economy. This economic growth is evident in the increased labor absorption and rising community income, which is directly distributed to tourist villages (Dwiningwarni et al., 2021).

Harini et al. (2025) demonstrated significant changes in the economic, social, cultural, and environmental aspects of halal tourism village development in Indonesia, supporting sustainable tourism within the Sustainable Development Goals (SDGs). Pickel-Chevalier et al. (2021) highlighted the importance of integrating sustainability principles into the management and development of tourism villages, thereby providing sustainable economic benefits for local communities, preserving cultural heritage and traditions, and preserving the natural environment. Kusumastuti et al. (2024) found that integrating local cultural and natural resources can encourage sustainable tourism by enhancing the authenticity of experiences and promoting environmental conservation. Appropriate government policies and collaborative partnerships foster the development of sustainable rural tourism (Leite et al., 2023).

Digital information is a key factor in tourism development, including innovative storytelling through digital materials, easily accessible travel planning information, and a fast booking process. Mutmainah et al. (2025) revealed the role of intention and commitment to digital transformation in the development of tourism villages. Sukaris and Kirono (2025) demonstrated that utilizing digital transformation for tourism village development increases community competitiveness and well-being. Haryono (2025) found that in addition to increasing the competitiveness of tourism villages, digital transformation facilitates sustainable tourism practices. Digitalization of tourist villages driven by internet-based technology has a positive impact on encouraging the growth and sustainability of the tourism industry (Roblek et al., 2020; Samosir et al., 2023).

Developing tourism villages through empowering local communities can provide employment, cultural preservation, infrastructure development, and community welfare. Therefore, active stakeholder involvement is essential for the development of independent and sustainable tourism villages. The government needs to support the development of halal, high-quality, and sustainable tourism villages by providing facilities and infrastructure, particularly those related to supporting digital information technology (Tripathi & Singh, 2024). Village community participation is essential for decision-making in sustainable rural tourism development (Verbole, 2000).

Transforming rural tourism into a digital format offers benefits, including increased efficiency and customized experiences; however, it also raises challenges such as potential economic inequality, data privacy violations, and the risk of cultural homogeneity (Gurcan et al., 2023). Conflicts could arise among large corporations, small businesses, and local communities as they compete for access to digital platforms and market opportunities (Ginting et al., 2024). As time passes, reliance on these digital platforms may lead to a decrease in traditional skills and an excessive dependence on technology, putting rural tourism at risk of disruptions (Zeqiri et al., 2025). Weaknesses in the environmental dimension include BTV’s lack of cool air temperature and its large area, which necessitates the use of vehicles to access several tourist locations. For the socio-cultural dimension, among others, the attraction of pencak silat has not been ongoing, the stakeholder network remains low, and the tourism village management organization has not fully utilized the existing potential, competence, and capabilities.

SWOT analysis is a systematic method for identifying the strengths, weaknesses, opportunities, and threats of BTV as a community-based Halal tourism destination: tourism villages and the digitalization of information within the framework of sustainable tourism theory, namely the TBL. TBL is a concept that evaluates tourism development in three important dimensions: economic prosperity, social welfare, and environmental sustainability. This method facilitates effective development strategies, maximizes positive potential, and minimizes negative impacts. By understanding internal and external conditions, BTV managers can make more appropriate decisions and adapt to environmental changes. For a more comprehensive discussion, in addition to using qualitative analysis, quantitative analysis is conducted to obtain tourist responses about the dimensions of Attraction, Amenities, Accessibility, and Ancillary of BTV.

The SWOT analysis results are consistent with the average respondent’s responses to the four service factors that influence tourism satisfaction. The attraction, accessibility, and ancillary indicators are all average, but the amenity indication is below par. The SWOT analysis results suggest that one of BTV’s shortcomings is its poor facilities. Inadequate BTV facilities include road infrastructure, public facilities, and tourist amenities. Furthermore, barriers include a lack of promotion, insufficient funding, and a failure to capitalize on the area’s tourism potential. Weaknesses in the economic dimension include expensive tour packages, the lack of vehicles provided by tourism managers to facilitate movement around the village tourism area, low visitor arrival rates, young people working outside the village, and insufficient digital and non-digital promotion.

Here are some previous studies that are by the key technique and the appropriate strategy of aggressive growth in a strengths—opportunities position, including the application of information technology in service and promotion, the strengthening of community and government roles, the development of infrastructure and facilities, the utilization of external resources, sustainable innovation, and the encouragement of local governments to issue regulations for halal tourism villages in Bogor. Research on information technology and digital promotion in Indonesia identifies the limitations of digital databases, reservation platforms, and online promotions, recommending the development of an integrated digital platform for real-time information, reservations, halal certification, and destination marketing, specifically for Benteng Village (Rahim et al., 2025). Research on the role of community, government, and external resources indicates that the penta helix model has successfully strengthened the capacity of halal villages and is relevant to addressing the weak external and community collaboration in Benteng Village (Pratiwi et al., 2024). Research on Muslim-friendly infrastructures and facilities reveals that the primary issues identified are inadequate road infrastructure, insufficient prayer facilities, and inadequate accommodation. This research also emphasizes the importance of physical investment and government–community synergy (Nasyafira et al., 2023). Research on sustainable innovation and halal policies encourages sustainable innovation through government regulations and programs. Research on local and national halal regulations highlights the inconsistency of halal regulations at the regional level, which violates WTO/GATS duties, and advises national regulations to provide legal clarity to halal tourism villages (Ruhaeni et al., 2024).

The following are some specific contributions made by research on SWOT analysis: (1) This study contributes to the development of an integrative model between digital literacy and community participation in the context of halal tourism. This study contributes to the development of an integrative model between digital literacy and community participation in the context of halal tourism, an area that has not been comprehensively studied. (2) There is a better understanding of internal strengths and weaknesses, as well as the identification of the drivers and barriers, with a focus on the social dimension, that may hinder the development of halal tourism at a local scale in rural areas. (3) BTV may establish effective business plans by recognizing the strengths, weaknesses, opportunities, and threats. Research highlights market possibilities and potential threats. BTV can plan and take necessary action. (4) SWOT analysis can identify methods to strengthen its competitive edge and compete in the market. (5) SWOT analysis can help BTV develop new services. (6) A SWOT analysis provides extensive information to help make better business decisions. (7) SWOT analysis research offers both theoretical benefits in enhancing the understanding of management strategy and practical benefits in guiding strategy implementation. Overall, a SWOT analysis contributes significantly to the field of management strategy by helping firms better understand themselves and their environment, as well as develop more effective success plans.

BTV, situated in Bogor Regency, originated as an agricultural tourism initiative but has since evolved into a sustainable halal tourism destination deeply rooted in local traditions. When compared to other examples of halal tourism, it exhibits both similarities and distinct perspectives, including an emphasis on sustainability, local culture and traditions, community participation, unique observations regarding the shift from agro-tourism to halal tourism, a specific focus on halal tourism, and a commitment to sustainable development (Budarma, 2024).

6. Conclusions

This study utilizes primary data from BTV to identify barriers and drivers for developing sustainable community-based halal tourism villages, as well as digital information, by collecting and analyzing the perspectives of all relevant actors and stakeholders, including policymakers, micro and small enterprises (MSMEs), travelers, and the community. Strengths and opportunities are drivers, while weaknesses and threats are considered obstacles. To strengthen the analysis in preparing the strategy, it is necessary to identify potential tourist locations through an initial facet analysis, grouping indicators based on four main aspects: attractions, amenities, accessibility, and ancillary services. Based on the tabulation of the average respondent’s answers, the average respondent’s answers for attraction, accessibility, and amenity fall into the average category. On the other hand, the facility indicators are in the poor category. Data analysis using the SWOT method revealed that the strengths of BTV include its beautiful natural wealth, the availability of halal products from MSMEs, the enormous diversity of agriculture and plantations, the river used for rafting, and community involvement, all of which make it a potential candidate to become a halal tourism village. The problems that arise are high tour package prices, low public knowledge about halal tourism, ineffective promotion, and limited infrastructure and facilities. Using the scores from the IFAS and EFAS tables and the IE matrix, the horizontal axis is IFAS with a total weighted score of 2.68, and the vertical axis is EFAS with a total weighted score of 2.83.

BTV is in cell V, representing a stability strategy or plan for maintaining and defending. There are 4 SWOT strategies. Strategy 1: Strength—Threats, Strategy 2: Weaknesses—Threats, Strategy 3: Strength—Opportunities, Strategy 4: Weaknesses—Opportunities. Based on the SWOT, EFAS, IFAS, and IE analyses, the appropriate strategy for BTV is one of aggressive growth in a strengths—opportunities position. The SWOT analysis concluded that BTV’s positioning is strong, presenting opportunities for further development and expansion. BTV can innovate to enhance the diversity of its tourist attractions and improve the quality of its services. Support from the government and partners significantly enhances the quality of human resources through training programs, development funding, and other initiatives. Based on the Internal and External (I-E) analysis, BTV is located in quadrant 1, indicating that it is well positioned to implement an aggressive strategy. Regarding halal tourism, there is a need for regional regulations, guidelines, technical instructions, and standard operating procedures (SOPs) to implement halal tourism, which, to date, has not received sufficient attention and must be followed up on based on the results of this study.

The study’s results provide input for the government and tourism managers in Bogor Regency to increase the potential for halal tourism. In addition, determining the strategy for developing halal tourism potential is crucial so that it can attract tourists to experience halal tourism in BTV and other community-friendly, accommodating halal tourism villages that cater to Muslims. From the perspective of sustainable halal tourism villages, based on existing potential, realizing sustainable halal tourism villages through CBT is not impossible with the support of central and regional governments, which have made halal tourism a priority for development and outlined it in their long-term plans. The results of this study are significant for decision-makers at the local and regional levels, who are responsible for developing policies and measures to promote the growth of community-based halal tourism and sustainable tourism, as well as the digitalization of information (Xiao et al., 2022).

BTV is a tourism village with advantages that can be explored through innovation for its development by utilizing its natural resources, attractive tourist attractions, and the involvement of micro, small, and medium enterprises (MSMEs). MSMEs are important for supporting rural tourism activities but have limited ability to respond quickly to market changes due to perceptions of benefits, technological changes, and attitudes towards change. Given the constraints faced by managers and MSMEs, companies, including those with limited access to information technology, support from stakeholders, government, academic institutions, and industry through corporate social responsibility (CSR) initiatives, as well as digital literacy and infrastructure improvements, are crucial to increasing access to information technology. This study is limited in its focus because it was conducted in only one tourism village. Future research could use more units of analysis and use different analytical tools across various industries.

This study has several implications. The following is an organized discussion of the implications. (1) Theoretical implications: It provides an integrative framework for combining halal values, sustainability principles, community engagement, and digital technology. Introduces a model or adaptive concept for the development of sustainable halal destinations, particularly in places with potential for Islamic religious and cultural tourism. (2) For local governments and policymakers, serve as the foundation for developing strategic plans that promote halal tourism destinations through a community-driven approach. Encourage the establishment of local institutions by providing community training in halal tourist management and digital marketing. (3) For tourism business actors and MSMEs: Emphasize the relevance of digitalization (including websites, social media, e-commerce, and halal platform evaluations) in reaching the worldwide Muslim population. Provide examples of sound economic and environmental management strategies for Muslim-friendly destinations. (4) For local communities: Empowering local communities to play an active part, from managing halal homestays and halal cuisine to serving as Sharia tour guides. Foster a sense of ownership over tourism resources while ensuring economic, social, and environmental sustainability. (5) For policy implications: There is a need for local halal tourist legislation and certification backed by official organizations. Improving digital infrastructure in potential tourism regions to provide real-time information, online bookings, and the promotion of halal lifestyle tourism. Multi-party collaboration (government, community, academia, and industry) to create an inclusive and sustainable halal tourist environment. (6) For technology implications: Encourage the use of information technology (mobile applications, halal QR codes, and digital tourism platforms) to assist Muslim tourists in organizing and enjoying journeys based on Sharia standards. There is potential for building local internet platforms that include information on places of worship, halal cuisine, Sharia accommodations, and religious activities.