Analisis Formulasi Strategi Bersaing Menggunakan TOWS Matriks Pada Kampung Wisata Kreatif Rajut Binong Jati

Abstract

This study aims to analyze internal and external conditions and formulate an appropriate competitive strategy for Kampung Wisata Kreatif (KWK) Rajut Binong Jati in supporting the sustainability of a creative tourism destination. The research adopts a qualitative descriptive approach using a case study method, with data collected through in-depth interviews, direct observation, and supporting documentation. Strategic analysis was conducted using value chain and PEST frameworks, which were synthesized through IFAS, EFAS, and SFAS, followed by strategy formulation using SWOT–TOWS and projection into Porter’s Generic Competitive Strategies. The findings indicate that KWK Rajut Binong Jati possesses strong internal advantages derived from its community- and disability-based knitting tourism concept, which offers distinctive educational and social value. External analysis also reveals opportunities arising from the growing interest in creative and experiential tourism. Nevertheless, challenges related to marketing effectiveness, accessibility, infrastructure, and digital capacity remain significant constraints. Strategic mapping demonstrates that a differentiation focus strategy is the most relevant competitive approach, emphasizing unique experiential offerings and targeted market segments to enhance competitiveness and ensure long-term sustainability. Keywords: competitive strategy, creative tourism village, SWOT–TOWS, Rajut Binong Jati, creative economy