Digital Branding Strategy for White-Water Rafting Tourism: An Integrated SWOT and SOAR Analysis of FAJI Garut Regency
Abstract
The rapid development of digital technology has transformed tourism promotion, making digital branding a critical strategy for destination competitiveness, particularly in special-interest tourism. This study aims to analyze the digital branding strategy of white-water rafting tourism managed by the Indonesian Rafting Federation (FAJI) of Garut Regency by integrating SWOT and SOAR analytical frameworks. A qualitative descriptive approach with a phenomenological perspective was employed. Data were collected through in-depth interviews, observation of digital platforms, and documentation, and were analyzed using SWOT to identify strategic conditions and SOAR to formulate strength-based and future-oriented strategies. The results indicate that FAJI Garut possesses strong internal assets, including unique natural rafting resources and institutional legitimacy under a national federation. However, digital branding implementation remains suboptimal due to limited digital marketing capabilities, budget constraints, and inconsistent content management. The SWOT analysis effectively captures internal weaknesses and external challenges, such as increasing competition and rapidly changing digital trends. Meanwhile, the SOAR framework highlights organizational strengths, strategic aspirations, and desired outcomes, enabling FAJI Garut to articulate clearer brand positioning and measurable digital branding goals. The integration of SWOT and SOAR provides a more comprehensive strategic perspective, balancing problem diagnosis with aspiration-driven planning. This study contributes to the digital branding and tourism literature by demonstrating the relevance of a combined SWOT–SOAR approach for community-based adventure tourism destinations. Practically, the findings offer strategic insights for improving digital branding effectiveness and enhancing the sustainable competitive advantage of white-water rafting tourism.
