OPTIMIZING WELLNESS TOURISM POTENTIAL AT LHOK BUBON BEACH: A SWOT AND SPACE MATRIX ANALYSIS

Abstract

Lhok Bubon Beach, located in West Aceh Regency, Indonesia, is a coastal tourism destination with significant potential for wellness tourism development. Its natural beauty, local cultural values, and coastal-based activities provide opportunities to create distinctive health- and well-being-oriented tourism experiences, including traditional sand-bathing practices locally believed to provide therapeutic benefits. This study aims to assess the potential and strategic position of Lhok Bubon Beach for wellness tourism development. Data were collected through interviews, observations, and documentation involving 65 informants, including tourists, local communities, small business actors, and government representatives. Data were analyzed using a descriptive qualitative approach supported by SWOT analysis and the SPACE (Strategic Position and Action Evaluation) Matrix. The results show that the strategic coordinates of Lhok Bubon Beach are (1.79; 1.57), placing it in Quadrant I (Aggressive Strategy). This position indicates strong internal capabilities and favorable external opportunities, supporting an aggressive growth strategy. Strategic priorities include optimizing coastal and cultural resources, diversifying wellness tourism products, improving facilities and service quality, strengthening community participation, and expanding tourism promotion and market access. These strategies can enhance the attractiveness and competitiveness of Lhok Bubon Beach while supporting sustainable and community-based wellness tourism development.