Decision Support System for Selecting a Digital Marketing Model for Indonesian Sustainable Marine Tourism with the SWOT-AHP Approach

With its rich natural resources, Indonesian marine tourism can boost economic growth and environmental protection. However, the business is plagued by environmental degradation, infrastructure shortages, and worldwide rivalry. Digital marketing is essential for sustainable marine tourism, but adopting the correct model is vital given the sector’s particular characteristics and the need to reconcile commercial goals with environmental conservation. Awareness of tourist demands and preferences and lack of sustainability integration hinder marine tourism digital marketing. This lowers marketing efficacy and may harm the environment. This study uses SWOT and Analytic Hierarchy Processes to choose a sustainable digital marketing strategy model for marine tourism in Indonesia. This study combines qualitative and quantitative methods. Focus Group Discussions (F.G.D.s) with stakeholders collected qualitative data, while internet surveys collected quantitative data. SWOT analysis identified internal and external elements that influence marketing strategies, whereas A.H.P. prioritized these factors and chose the best digital marketing model. The SWOT-AHP study demonstrated that internal strengths and incredibly untapped marine tourist potential outweighed external factors. The recommended marketing plan includes educational and conservation content marketing with its priority(0.555), social media community building(0.265), SEO/SEM(0.118), and influencer marketing(0.062). This study contributes by creating a sustainable marine tourism digital marketing strategy model for Indonesia. This model uses SWOT-AHP analysis and balances economic and environmental goals. These findings can help stakeholders create responsible marketing efforts and promote sustainable tourism in Indonesia.