Analysis Of Internal And External Factors Influencing The Development Of Culinary Tourism Msmes In The Inamarina Tourist Area, Masohi Regency

Abstract

This study aims to formulate a development strategy for Inamarina MSMEs in Masohi District through SWOT analysis to identify internal and external factors that affect business competitiveness and sustainability. The research method uses a descriptive qualitative approach with primary data collection through interviews and observations of all MSME actors, consumers, and stakeholders, including the Central Maluku Regency Industry and Trade Agency. The sampling technique used was census sampling, so that all Inamarina Culinary Tourism MSMEs were included in the sample without exception. The results showed that Inamarina MSMEs had a number of strengths, such as a strategic business location close to tourist destinations, continuously improved product quality, use of locally sourced materials, and good service. The weaknesses that are still apparent include limited capital, low innovation, lack of digital literacy, and high competition among MSMEs. The main external opportunities include government support, the development of culinary tourism, advances in digital technology, and relatively high purchasing power of the community. Meanwhile, the threats include fluctuations in raw material prices, unstable weather conditions, and suboptimal infrastructure. Based on the IFAS (3.582) and EFAS (3.575) scores, Inamarina MSMEs are in an aggressive (growth) strategy position. Therefore, the recommended strategies include optimizing digital marketing, strengthening cooperation between MSMEs, product innovation, and operational efficiency. This study concludes that Inamarina MSMEs have strong development prospects if internal strengths and external opportunities are utilized appropriately and sustainably.