艺术与社会科学杂志

This paper employs combination of SWOT analysis and analytic hierarchy process, in strategic planning for tourism of small simangambat village dalihan natolu Batak Culture, which is located in the north sumatera Indonesia. SWOT analysis identifies internal and external factors which are prioritized by expert in tourism domain by means of Analytic hierarchy process. The prioritized SWOT factors are used in strategies formulation using TOWS matrix. Results indicate that proactive communication strategy and isolation strategy with effective marketing promotional strategy were the best.