SOAR analysis approach in developing health tourism in Gunungkidul

• Nusron Habibur Rohman

  Universitas Gunung Kidul

  Author

• Sugiyanto Sugiyanto

  Sekolah Tinggi Pembangunan Masyarakat Desa APMD

  Author

Gunungkidul Regency possesses significant potential for the development of health tourism, supported by its natural landscapes, cultural traditions, and growing community-based tourism initiatives. However, this potential remains underutilized due to limited destination design, weak branding, and insufficient supporting infrastructure. This study applies the SOAR (Strengths, Opportunities, Aspirations, Results) analysis framework to formulate a strategic direction for positioning Gunungkidul as a nature-based health tourism destination. Data were collected through field observation and Focus Group Discussion (FGD) conducted in Wunung Giri Sela Kandha, Wonosari, involving government representatives, community groups, academic institutions, and tourism practitioners. The findings indicate that Gunungkidul's strengths include a clean natural environment, unique karst ecosystems, cultural healing traditions, and active tourism communities. Opportunities arise from increasing global demand for wellness tourism, supportive government policies, and expanding digital marketing channels. Stakeholders aspire to develop integrated wellness routes, strengthen local economic participation, and ensure environmental sustainability. Expected results include the creation of branded health tourism zones, increased wellness tourist arrivals, the growth of wellness-based Micro, Small, and Medium Enterprise (MSMEs), and improved community welfare. Overall, the SOAR approach provides a constructive, future-oriented framework for transforming Gunungkidul into a leading health tourism destination in Indonesia.

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