Strategic Prioritisation of Hydroponic Golden Melon Agritourism Using SWOT–AHP in West Lombok

Muhammad Nursan (Sustainable Agriculture Program, Graduate School, Mataram University, Mataram, Indonesia Agribusiness Program, Faculty of Agriculture, Mataram University, Mataram, Indonesia)
Heri Rahman (Biomanagement Program, School of Life Sciences and Technology, Bandung Institute of Technology, Bandung, Indonesia)
Rizki Wahistina (Occupational Safety and Health Program, Faculty of Medicine and Health Sciences, Mataram State Islamic University, Mataram, Indonesia)
Ristina Siti Sundari (Agribusiness Program, Faculty of Agriculture, Perjuangan University of Tasikmalaya, Tasikmalaya, Indonesia)
Mehmet Gökhan Özdemir (Department of Economic Theory, Faculty of Economics and Administrative Sciences, Kırıkkale University, Kırıkkale, Turkey)
Baiq Rika Ayu Febrilia (Department of Agribusiness and Markets, Faculty of Agribusiness and Commerce, Lincoln University, Lincoln, New Zealand)

Journal of Biology, Environment, and Edu-Tourism
Vol. 2 No. 2 (2026): August

Hydroponic golden melon agritourism can transform horticultural production into an educational visitor experience; however, its development requires clear priorities when production, infrastructure, marketing, and institutional resources are limited. This study prioritized development strategies for Kebon Ayu, West Lombok, using an exploratory sequential design integrating SWOT analysis and the Analytic Hierarchy Process (AHP). Field observations and semi-structured interviews with 30 purposively selected stakeholders were used to consolidate 20 strategic factors. Pairwise comparisons generated local and global AHP weights, which were linked to eight TOWS strategies and tested through 10,000 Monte Carlo perturbations. Strengths received the highest group weight (0.495), followed by opportunities (0.310), weaknesses (0.134), and threats (0.061). The factor representing product quality and the hydroponic cultivation system received the highest global weight (0.1881). Experiential education and golden-melon picking ranked first (0.5290), ahead of integrated destination development (0.4116) and climate-adaptive cultivation (0.4046), and remained first in 100% of simulations. The findings support visitor experience as the development anchor while destination readiness and production resilience advance in parallel, providing a transparent basis for phased investment and stakeholder coordination.