The Potential of Tourism Sustainability through SWOT Analysis: The Case study of Pahang National Park, Malaysia

The tourism industry can have a huge impact on a location and community. Thus, it is very important for an area to know what tourism potential can be created and used as a tourism product. Thus, this study aims to explore the potential attraction of tourism activities in Pahang National Park area. As such, a qualitative study was conducted through focus group discussion and unstructured in-depth interview. The data was transcribed by N-vivo software to get the potential characteristic factors before analyzed by SWOT analysis and generate the mitigation strategies by SWOT matrix. Result shows that, Pahang National Park has great potential in the tourism industry with its natural beauty, ecological diversity, cultural heritage, and tourist adventures. However, to optimize this potential, national parks need to address weaknesses in accessibility, infrastructure, and environmental impacts while taking advantage of opportunities in tourist ecological growth, educational programs, infrastructure development, and cultural experiences. Threats such as environmental degradation, competition, natural disasters, regulatory changes, and health issues need to be faced with appropriate strategies to ensure continuity and long-term success in the Pahang National Park tourism industry. The development of potential and income opportunities based on the environment/natural resources can be a “tool” to improve the standard of living and reduce the poverty rate of the community, especially the rural population.


Introduction
The tourism industry is one of the most important sectors not only in Malaysia but also in the world.This industry has dominated Malaysia's economy where many interesting locations are used as tourist attractions, and various products and brands have been produced as attractions to strengthen the tourism industry.In line with the development of the tourism industry as a catalyst for socio-economic development, it is important for the government to continue the development of sustainable tourism in a comprehensive and planned manner [1].Thus, the Ministry of Tourism Malaysia (MOTAC) has increased efforts to promote Malaysia as a famous eco-tourism destination, especially in attracting IOP Publishing doi:10.1088/1755-1315/1316/1/012007 2 tourists who appreciate the environment from all over the world.Efforts to intensify the arrival of tourists for this eco-tourism segment not only focused on far away countries but also neighboring countries such as Indonesia, Singapore, and Thailand although not on a large scale [2].
The strength of Malaysian tourism lies not only in eco-tourism products, but also in the destinations that are offered, which are cheap, safe, and easy to visit.The daily news report in 2019 states that the impact of tourism contributions in Malaysia is seen to be consistent from year to year although sometimes there is a slight decrease [3].This situation can be seen from the income contribution which according to the tourist attendance performance report, tourist expenditure for the year 2018 was as much as RM84.1 billion compared to RM82.2 billion in 2017, which saw an increase of 2.4%.Furthermore, according to the latest data, many tourists from Asia have entered and traveled in Malaysia with the highest being from Singapore, Indonesia, China, Thailand, Brunei, South Korea, India, Australia, the Philippines, and Japan while the United Kingdom is the highest European country who come to travel to Malaysia [4].Under the National Key Economic Area (NKEA), the government aims to reach 36 million international tourist arrivals with receipts of RM168 billion by 2020.The government aims to triple the tourism industry and contribute an income of RM3 billion per week to the country in 2020 [5].The safety factor is the main contributor to the success of the Malaysian tourism industry.The safety factors for tourists include issues of crime and safety when visiting a tourist destination that they are interested in.High crime incidents involving tourists have a negative impact on the image of the tourism industry in a location [6].However, if the estimated risk of being a victim of crime is high, the perception of a tourist who has a chance of becoming a victim of crime is also high [7].
In 1996, the Malaysian government created a special guideline regarding eco-tourism products, namely the Malaysian National Eco-Tourism Plan 1996.The main objective of these guidelines is to assist the government at the national and state levels in developing the potential of eco-tourism in Malaysia.This plan is used as an instrument that is compatible with the overall development of sustainability and economy in Malaysia as a whole.In addition, it also acts as an effective tool for the preservation and conservation of natural resources and cultural heritage for a country [8].However, after more than 20 years of implementing these guidelines in Malaysia, the Ministry of Tourism has improved and produced a new guideline which is the National Ecotourism Plan 2016-2025.The establishment of this plan also aims to re-evaluate the successes and shortcomings that occurred during the implementation of the National Eco-Tourism Plan 1996 as well as propose several procedures and policies to improve the planning, sustainability management, preservation, finance, and promotion of Malaysian eco-tourism sites [9].
Malaysia has many interesting places for the eco-tourism segment that is becoming increasingly popular not only among local tourists but also from abroad who want to see the beauty of the environment and calm down from the hustle and bustle of the city [10].Eco-tourism products in Malaysia are not only seen as a rugged activity but also as a catalyst for the sustainability of nature as Malaysia has a variety of eco-tourism products and locations that are always the focus of domestic and foreign tourism [11].Malaysia offers a variety of tourism products and locations that are always the focus of domestic and international tourism.The attraction of nature through national parks has never let the tourist down.Destinations such as Pahang National Park, Endau-Rompin National Park, Royal Belum Forest Reserve and Kenyir Lake are highly valued eco-tourism spots that promise delightful experience for those who visit them.In addition, eco-tourism activities in Malaysia have become one of the special attractions for extreme activities enthusiasts.Therefore, it is the responsibility and cooperation of all parties namely the industry players, stake holders as well as local residents to ensure that the eco-tourism products in an area are always preserved and preserved [12].
Numerous academic studies have been conducted to determine tourism development strategies using the Strength, Weakness, Opportunity & Threats or called SWOT analysis.These studies have focused on various aspects, such as evaluating tourism village development strategies including attractions, activities, accessibility, amenities, availability packages, ancillary services, human resources, community participation, land, the tourism industry, and marketing.However, this measurement indicators can be changed which is suit the targeted area of study.For instance, there was a case study in Badung-Bali Regency based on a SWOT analysis of three tourism village criteria and six components of tourism [13].Additionally, research has been conducted on tourism village formation strategies in Karang Ploso District in Malang Regency, utilizing SWOT analysis to analyze both internal and external conditions [14].There was a SWOT analysis technique which makes the development of tourism in Bogor Regency, specifically focusing on seven components of tourism in three tourist villages [15].Furthermore, there was more SWOT analysis study conducted to enhance the attractiveness and quality of competitive tourist destinations [16].Based on the findings of these previous studies, Sukajadi Village, located in the West Bogor tourist zone, has been identified as having significant potential in terms of tourist destinations, community-based tourism development readiness, and community readiness [17].Therefore, this study aims to explore the potential attraction of tourism activities of Pahang National Park area using the SWOT analysis technique.

Methodology
This research is a fully qualitative study which aimed at the potential of eco-tourism that can be done in Pahang National Park areas.It applies purposive and snow-ball sampling.This design allows for an open-ended exploration of the topic without predefined assumptions.This study applied several qualitative methods such as focus group discussions and in-depth interviews.This hybrid approach helps to develop a comprehensive view of the subject from different perspectives.This study began with a focus group discussion (FGD) to extract the issue and problem.It was attended by five tourist operators and four local authorities' representatives.The FGD sessions were used to develop the potential characteristic factors of Pahang Nation Park.Then, the in-depth, one-on-one, unstructured interviews were conducted with five tourist operators, five rural residents and 10 tourists.All the questions asked were based on the potential characteristic factors from the FGD sessions.Field notes and audio recordings were also used to capture valuable data involved.
The study site is Pahang National Park which was inaugurated in the year 1939 under the name King George V National Park.Following the attainment of independence, it was subsequently renamed as National Park.The total area encompassed by the National Park measures 4,343 square kilometers.It is situated within the boundaries of three states, namely Pahang, Terengganu, and Kelantan, each with its own designated area.Pahang National Park holds the distinction of being the largest, covering an expanse of 2,477 square kilometers, followed by Kelantan National Park and Terengganu National Park.
All collected data was subsequently categorized based on the potential characteristic factors of Pahang National Park by N-Vivo software.Then, the derived factors contributed to the SWOT analysis.In order to ascertain the authenticity of the data, triangulation technique is employed, wherein the acquired data is repeatedly cross-checked at various intervals to ensure its precision.The data analysis methodology employed in this study consisted of three distinct stages (Figure 1).The initial stage involved the utilization of an analysis technique to identify seven potential characteristics of tourism adapted from [13] and [14] which suit the case study of Pahang National Park namely attraction, activity, accessibility, amenity, local community, tourism industry and marketing.All Attraction, activity, accessibility, amenity, local community, tourism industry and marketing Planning, Mitigation & Strategy the results from potential characteristics were analyzed through SWOT analysis on the second stage before the third stage which is planning and mitigation (Table 1).Tourism industry There is a lot fascinating accommodation and restaurant 7.
Marketing Lack of promotion especially for tourism local business.
The SWOT predicated upon the supposition that a proficient strategy can enhance Strengths and capitalize on Opportunities, while concurrently addressing Weaknesses and mitigating various Threats.The strategies formulated through technical analysis of the SWOT are shown in Table 2.

Table 2: SWOT matrix External\ Internal Opportunity (O) Threats (T) Strength (S) S-O S-T Weakness (W)
W-O W-T

Results and discussion
SWOT analysis is a useful tool in determining the potential of tourism in Pahang National Park by researching and evaluating internal factors (strengths and weaknesses) and external factors (opportunities and threats) related to this tourist destination.It provides a comprehensive view of the state of tourism in Pahang National Park and helps in planning appropriate measures to optimize tourism potential while overcoming challenges that may arise.regulations possess the capacity to significantly impact the operations and profitability of the tourism industry.5. Pandemics and Health Concerns: Occurrences such as pandemics or health concerns have the potential to profoundly affect the influx of tourists and disrupt the overall functioning of the industry.For instance, COVID-19 worries (Security and safety issue).
In addition to conducting a SWOT analysis, SWOT matrix was also used to frame the strategies to enhance the capacity of Pahang National Park as tourist location.Thus, there are four SWOT matrix strategies that were used namely strength-opportunity (S-O), strength-threat (S-T), weaknessopportunity (W-O) and Weakness-threat (W-T).
There are several potential S-O strategies that can be identified to enhance Pahang National Park as a tourist spot.These include leveraging the park's natural beauty and biodiversity to attract ecotourists, promoting adventure tourism to tap into the growing adventure travel market, expanding educational programs to attract school groups and researchers, investing in infrastructure to enhance the visitor experience, promoting cultural experiences to attract cultural tourists, developing sustainable tourism practices to appeal to responsible travelers, and collaborating with other destinations to offer multi-destination packages.The primary objective of these strategies is to capitalize on the inherent strengths of Pahang National Park, including its remarkable natural beauty, rich biodiversity, and diverse adventure opportunities, in order to leverage external opportunities within the tourism industry.The successful implementation of these strategies holds the potential to augment visitor influx, revenue generation, and overall sustainability of the park, all the while ensuring the preservation of its distinctive ecosystems and cultural heritage.
However, for strength-threat (S-T) analysis, Pahang National Park can protect the environment by using strong environmental practices.This will help to prevent damages to the park's ecosystems.To prepare for natural disasters, the park can create plans and systems to warn tourists and protect the infrastructure.By promoting sustainable tourism, the park can show that it is responsible and follow regulations.To attract visitors all year round, the park can offer different activities and events.By working with other nature destinations and businesses, the park can offer more travel options.To make the park more accessible, better transportation options can be provided.
For the weakness-opportunity (W-O) strategies, it needs to be focus on Improving the infrastructure for eco-tourists, increase accessibility for adventure travelers, enhance educational offerings for school groups and researchers, promote cultural experiences, implement sustainable practices, collaborate for multi-destination packages, and enhance crisis preparedness for crisis management services.Besides that, it is a must to expand the revenue streams beyond conventional tourism practices, with a focus on hosting events, merchandising branded products, and providing specialized educational programs.The objective is to mitigate reliance on income derived solely from tourism-related activities.
Lastly, the Weakness-Threat (W-T) strategy in a SWOT analysis focuses on minimizing internal weaknesses to defend against external threats.In Pahang National Park, potential W-T strategies include addressing infrastructure limitations, improving accessibility, diversifying visitor activities, enhancing crisis management, and diversifying revenue streams.Diversifying revenue sources beyond traditional tourism can buffer against economic threats.Investing in effective marketing and promotion efforts can raise awareness of the park's environmental efforts and responsible tourism practices.
Pahang National Park is a tourist destination that has great potential for attracting tourists with its amazing natural beauty, rich diversity of flora and fauna, and various types of activities.Several strengths, such as natural beauty, ecological diversity, cultural heritage, and adventure tourism, have made this national park attractive to tourists seeking unique natural and cultural experiences.
However, there are also weaknesses that need to be overcome, such as challenges in accessibility, a lack of infrastructure, and environmental impacts that may arise as a result of tourism activities.In addition, there are threats such as possible environmental degradation, competition with other destinations, natural disasters, regulatory changes, and health issues such as pandemics.
To take advantage of the opportunities available, Pahang National Park can implement Strength-Opportunity (SO) strategies such as attracting ecological tourists, promoting adventure tourism, developing educational programs, improving infrastructure, promoting cultural experiences, and engaging in nature conservation initiatives.
Meanwhile, to overcome threats that may arise, the national park can implement Strength-Threat (ST) strategies such as strengthening environmental practices, developing disaster plans, promoting sustainable tourism, launching various tourism activities, increasing cooperation, improving accessibility, strengthening crisis management, and diversifying sources of income.
Therefore, a community-based of Payment of Ecosystem Services (PES) scheme can promote conservation as well as generate income for the government, private sector, and local communities.If properly marketed in an environmentally friendly way, ecotourism products in forest ecosystems have maximum potential as conservation efforts and economic power.The future of ecosystem services/ecotourism in forest areas in this country is highly dependent on policy management and the commitment of the authorities to ensure sustainable planning.Human resources and funding are essential to enable the area to be managed more professionally, according to conservation principles.This research has shown that a management approach involving the participation of various stakeholders, including local communities, is a viable option for the ecological and economic sustainability of natural resources.

Conclusion
In conclusion, with the right strategic plan, Pahang National Park can continue to grow as a major tourist destination that offers unique natural, adventure, cultural, and nature conservation experiences.By implementing appropriate strategies, it can save its unique ecosystem while providing lasting economic benefits to the surrounding area and the country.The tourism potential in Pahang National Park is diverse and attractive to tourists from various backgrounds and interests.It is an ideal destination for

Table 1 :
The potential characteristic of Pahang National Park