Main Article Content
Abstract
This study aims to analyze the potential, challenges, and development strategies of the Mangrove Ecotourism Area in Sumbernadi Village, Ketapang District, South Lampung Regency, in the context of community-based green tourism. This study uses a qualitative descriptive approach supported by simple quantitative data through SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis. Primary data was collected through field observations, in-depth interviews, and questionnaires with local managers, residents, and village officials, while secondary data was obtained from official documents and relevant scientific literature. The findings show that Sumbernadi Village has a strong potential to become a sustainable ecotourism destination, with key strengths including a well-maintained mangrove ecosystem (90% planting success rate) and high community participation. The main weaknesses lie in limited infrastructure and digital promotion, while opportunities arise from growing green tourism trends, CSR support, and academic collaboration. Threats include ecosystem degradation due to tourism activities and climate change. Based on the SWOT analysis, the recommended strategy is a progressive-adaptive approach that emphasizes community capacity building, basic infrastructure improvement, and sustainable village policy implementation. This study provides a new model for the development of community-based mangrove ecotourism that integrates conservation, education, and local economic empowerment in South Lampung, contributing to the practical implementation of sustainable tourism management at the village level.
Keywords: Mangrove ecotourism, green tourism, SWOT analysis, community participation, South Lampung