Sustainability impact analysis using information entropy to enhance Madura’s rural tourism performance

Tourist villages in Indonesia have seen rapid development in recent years. The allure of natural beauty and traditional culture has motivated many tourists to visit tourist villages. This presents an opportunity for the Telaga Biru tourist village located on Madura Island to enhance its destination performance. This research aimed to develop strategies to improve the performance of the Telaga Biru tourist village, considering sustainable tourism indicators. The instruments used for measuring sustainable tourism performance comprised 14 indicators divided into four aspects: environmental, economic, social, and cultural. This study employed the Fuzzy Importance Performance Impact Analysis (FIPIA) and the Multi-Attribute Utility Theory (MAUT) method. The FIPIA method was used to identify indicators of improvement. The assessment of the indicators uses fuzzy numbers on three parameters, including the level of importance, performance, and the impact of indicators on achieving performance goals. Whereas, the MAUT method was used to rank improvement strategies. The results of this research indicate that six strategies are prioritized for improvement: creating social media accounts for destination (utility value of 0.46), offering ticket discounts (0.44), maintaining cleanliness and setting up a tourism monitoring center (0.38), regularly updating facilities and attractions (0.380), organizing cultural activities (0.33) and introducing unique attractions through batik practices (0.26). Therefore, the collaboration of all stakeholders involved in managing tourism villages will enhance the effectiveness of implementing this strategy.