A MULTI- CRITERIA DECISION-MAKING ANALYSIS OF VOLCANIC TOURISM USING THE ANALYTIC HIERARCHY PROCESS AND QFD: A CASE STUDY OF SIAU TAGULANDANG BIARO REGENCY

The Siau Tagulandang Biaro Islands Regency (Sitaro) in Indonesia, rich in natural volcanic resources, presents significant potential for sustainable tourism development. However, post-COVID-19 tourism growth poses challenges in attracting visitors amidst stiff competition. This study aims to design a comprehensive, participatory tourism development strategy for the region, integrating community and expert insights. A mixed-methods approach was employed, combining Focus Group Discussions (FGD), SWOT analysis, and the Analytical Hierarchy Process (AHP) to prioritize key development factors. Sensitivity analysis was conducted to assess the stability and robustness of the results. Subsequently, Quality Function Deployment (QFD) and the House of Quality (HoQ) methods were used to translate these prioritized factors into actionable strategies. The study identifies eight operational strategies, with citizens' awareness, performance, and institutional development emerging as the top priorities. This research offers valuable insights for policymakers and stakeholders aiming to foster resilient and inclusive tourism growth.