PENGEMBANGAN TENUN ULOS SEBAGAI DAYA TARIK WISATA BUDAYA DI KABUPATEN SAMOSIR

Abstract

As an Intangible Cultural Heritage, Ulos fabric faces modern commercialization challenges that risk eroding its sacred values within the tourism industry. This study aims to analyze the strategic potential and formulate sustainable development strategies for Ulos weaving as a cultural tourism attraction in Samosir Regency. It is academically significant in filling literature gaps regarding community-based heritage tourism and practically vital for regional policy roadmaps. The methodology employs a sequential explanatory mixed-methods design, integrating a quantitative survey of 200 tourists (accidental sampling) and FGDs with 6 expert informants (purposive sampling). Factor weighting was calculated using the Analytic Hierarchy Process (AHP) with a valid consistency ratio (CR < 0,10). The main findings place Ulos tourism in Quadrant I (Aggressive), leveraging internal philosophical values and natural dyeing authenticity to capture experiential eco-tourism trends. The priority strategy involves establishing a Community-Based Creative Tourism Hub. This study bridges the literature gap by demonstrating that creative economy sustainability in developing destinations relies on local sociological bonds (Dalihan Na Tolu). Practical implications highlight the urgency of Geographical Indication certification and young weaver regeneration to ensure supply chain sustainability.