Development Strategy for Pesantren-Based Religious Tourism through the Integration of the Sharia Business Model Canvas and SWOT Analysis

Objective: This study aims to map the business model of the religious tourism unit at Raudhatul Ulum Islamic Boarding School in Sakatiga, South Sumatra, and to formulate its development strategy, systematically optimizing its traditionally managed 80-hectare site that includes Teluk Putih Lake. Theoretical framework: The study draws on the Sharia Business Model Canvas (BMCS), which examines the nine business model elements through the lens of maqasid al-shariah, and on SWOT analysis as a strategy formulation tool. Literature review: Previous studies have applied SWOT analysis to tourism destinations and BMCS to Islamic cooperatives and the halal industry, and have combined the conventional canvas with SWOT in corporate settings. Methods: A descriptive qualitative single case study design was employed. Data were collected through semi-structured interviews with five purposively selected informants, field observation, and documentation, and were validated through triangulation and member checking. The analysis combined interactive qualitative analysis, BMCS mapping, IFAS–EFAS weighting, and a TOWS matrix. Results: The destination’s value proposition lies in the integration of physical recreation and spiritual enrichment within a sharia-compliant environment. It serves heterogeneous and inclusive segments, from students’ parents, schools, and hobby communities to people with disabilities, and all of its revenue is channelled into the school treasury. Key partnerships emerged as the weakest element. The SWOT analysis places the destination in Quadrant I (X = +1.414; Y = +1.550), with total IFAS and EFAS scores of 3.036 and 2.883; therefore, an aggressive (SO) strategy is recommended. Implications: Managers should prioritise religious-educational and sharia agro-tourism packages, digital marketing, manager training, and partnerships with schools, majelis taklim, travel agencies, and local government, supported by standard operating procedures and a dedicated management unit. Novelty: This study offers an integrated BMCS–SWOT framework in which business model mapping serves as a structured basis for identifying the strategic factors of pesantren-based Islamic social enterprises.