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This research is conducted to analyze management strategy in improving traditional fishers' welfare. Firstly, probability sampling is used to determine the sample of 125 fishers and collected by using questionnaire. Data are analyzed quantitatively using 'SWOT (Strengths Weaknesses Opportunities Threats) to formulate the management strategies. Secondly, non probability sampling is used to identify 16 informants and collected data by using 'Analysis Hierarchy Process ('AHP')' questionnaire. It is analyzed by using 'AHP ' (analytical hierarchy process) program to identify priorities of variables, indicators and strategies which effectively affect the improvement of traditional fisher's welfare. Results show that the variables and indicators improvement of the traditional fi shers' welfare are: (1) environmental change, (2) adaptive behavior, and (3) coastal development. Management strategies to improve fishers' welfare include (1) human resource development; (2) income generating/investment and business development; (3) infrastructure development; (4) tourism development; and (5) law and regulation enforcement.

Hierachy of Management Strategies in Improving Traditional Fishers’s Welfare at Coastal Area of Manado Bay, North Sulawesi, Indonesia