The Jurnal Pariwisata was first published in 2014 with ISSN (Online) 2528-2220 and ISSN (Print) 2355-6587. Jurnal Pariwisata is a scholarly journal that publishes scientific research in the field of tourism. All submitted articles must be original and have not been previously published either online or in print. The journal is available in both online and print versions, with publication schedules in April and September each year. The journal is indexed in Google Scholar, Academic Resource Index, PKP Index, OneSearch, DOAJ, and SINTA. History OJS 2 Jurnal Pariwisata - Click Here
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DAYA TARIK VISUAL DAN KEKUATAN NARATIF SEBAGAI DETERMINAN KEPUTUSAN KUNJUNGAN WISATAWAN
ABSTRAK Transformasi digital dalam sektor pariwisata telah menempatkan konten berbasis pengguna sebagai instrumen krusial dalam memitigasi risiko perjalanan dan membentuk ekspektasi calon pengunjung. Penelitian ini bertujuan untuk menganalisis hubungan antara elemen estetika dan kedalaman informasi yang disajikan dalam ulasan digital terhadap pilihan perilaku wisatawan di Ibarbo Park, Yogyakarta. Dengan menggunakan pendekatan kuantitatif melalui metode survei, penelitian ini mengeksplorasi bagaimana wisatawan domestik memproses stimulasi informasi pada platform daring. Hasil penelitian mengungkapkan bahwa daya tarik estetika (aesthetic appeal) dan kekuatan bercerita (storytelling) dalam ulasan memiliki korelasi positif dan signifikan dengan tahap akhir pengambilan keputusan. Temuan kunci menunjukkan bahwa kekuatan narasi memainkan peran yang lebih substansial sebagai determinan utama dibandingkan dengan aspek visual semata. Hal ini mengonfirmasi bahwa wisatawan cenderung melakukan pemrosesan informasi yang mendalam melalui kredibilitas cerita untuk memvalidasi daya tarik visual yang mereka temukan. Secara praktis, studi ini merekomendasikan agar pemangku kepentingan destinasi wisata berfokus pada manajemen konten yang memprioritaskan autentisitas pengalaman untuk membangun kepercayaan publik dalam ekosistem digital. Kata Kunci: Electronic Word of Mouth (eWOM), User-Generated Content (UGC), Elaboration Likelihood Model, Citra Destinasi, Perilaku Konsumen Digital. ABSTRACT The digital transformation in the tourism sector has positioned user-based content as a crucial instrument in mitigating travel risks and shaping the expectations of potential visitors. This study aims to analyze the link between aesthetic elements and the depth of information presented in digital reviews regarding tourists' behavioral choices at Ibarbo Park, Yogyakarta. Using a quantitative approach through a survey method, this research explores how domestic tourists process information stimulation on online platforms. The results reveal that aesthetic appeal and the power of storytelling in reviews have a positive and significant correlation with the final stage of decision-making. A key finding indicates that narrative strength plays a more substantial role as a primary determinant compared to visual aspects alone. This confirms that tourists tend to engage in deep information processing through story credibility to validate the visual appeal they encounter. Practically, this study recommends that tourism destination stakeholders focus on content management that prioritizes experience authenticity to build public trust in the digital ecosystem. Keywords: Electronic Word of Mouth (eWOM), User-Generated Content (UGC), Elaboration Likelihood Model, Destination Image, Digital Consumer Behavior
Copyright (c) 2025 Hary Hermawan, Fuadi Afif, Agus Arifin, Iflin Gabriel Balan, Margaretha Chintya Gracia https://creativecommons.org/licenses/by-sa/4.0
KEMASAN BERDAYA JUAL BERBASIS IDENTITAS LOKAL UNTUK MENINGKATKAN DAYA TARIK PRODUK UMKM KULINER DI DESA WISATA CIBEBER, PURWAKARTA
ABSTRAK Penelitian ini bertujuan untuk merancang dan memvalidasi strategi kemasan berdaya jual bagi UMKM kuliner di Desa Cibeber, Purwakarta, guna meningkatkan minat beli wisatawan, memperkuat persepsi kualitas produk, dan mendukung citra desa wisata. Metode penelitian menggunakan pendekatan kualitatif dengan studi kasus, melibatkan 8–10 pelaku UMKM. Data dikumpulkan melalui wawancara semi-terstruktur, observasi, dan dokumentasi foto, serta dianalisis menggunakan analisis tematik. Hasil penelitian menunjukkan bahwa desain kemasan mayoritas masih sederhana, didominasi warna netral, tipografi standar, dan minim identitas budaya lokal. Label produk umumnya tidak memuat informasi lengkap seperti komposisi, nilai gizi, dan sertifikasi halal resmi, sementara material kemasan lebih dipilih berdasarkan harga murah dibandingkan aspek keberlanjutan. Hambatan utama meliputi keterbatasan anggaran, rendahnya literasi desain, dan minimnya akses ke pemasok berkualitas. Penelitian ini menegaskan pentingnya integrasi elemen visual khas lokal, label informatif sesuai regulasi, material ramah lingkungan yang fungsional, serta dukungan pelatihan dan kebijakan. Kesimpulan penelitian menyoroti perlunya strategi kemasan yang terintegrasi untuk daya saing UMKM. Saran penelitian selanjutnya adalah melakukan uji kuantitatif dan eksperimen pasar terhadap prototipe kemasan untuk validasi efektivitasnya di berbagai konteks desa wisata. Kata Kunci: Kemasan Berdaya Jual, UMKM Kuliner, Identitas Lokal, Keberlanjutan ABSTRACT This study aims to design and validate a marketable packaging strategy for culinary MSMEs in Cibeber Village, Purwakarta, to increase tourist purchase intention, strengthen product quality perception, and support the image of the tourism village. The research employed a qualitative approach with a case study method, involving 8–10 MSME actors. Data were collected through semi-structured interviews, observations, and photographic documentation, and analyzed using thematic analysis. The findings reveal that most packaging designs remain simple, dominated by neutral colors, standard typography, and minimal representation of local cultural identity. Product labels generally lack complete information such as composition, nutritional values, and official halal certification, while packaging materials are often chosen based on low cost rather than sustainability considerations. The main constraints include limited budgets, low design literacy, and minimal access to quality suppliers. This study emphasizes the importance of integrating distinctive local visual elements, informative labels in compliance with regulations, functional eco-friendly materials, and the support of training and policy. The conclusion highlights the need for an integrated packaging strategy to enhance MSME competitiveness. Future research is suggested to conduct quantitative testing and market experiments on packaging prototypes to validate their effectiveness across various tourism village contexts. Keywords: Marketable Packaging, Culinary MSMES, Local Identity, Sustainability
Copyright (c) 2025 Heny Ratnaningtyas, Michael Khrisna Aditya, Haryo Wicaksono, Ervina Taviprawati https://creativecommons.org/licenses/by-sa/4.0
OPTIMALISASI HOMESTAY DALAM MENDUKUNG MEMORABLE TOURISM EXPERIENCE BERBASIS ROOT CAUSE ANALYSIS DI DESA WISATA (KASUS DI LUMBAN SUHI-SUHI TORUAN, SAMOSIR)
ABSTRAK Penelitian ini bertujuan untuk mengkaji kontribusi homestay dalam menciptakan memorable tourism experience (MTE) di Desa Wisata Lumban Suhi-Suhi Toruan (Dewi Lusi), Samosir, dengan fokus pada tujuh dimensi MTE: hedonism, refreshment, social and local culture, meaningfulness, knowledge, novelty, dan adverse feeling. Studi ini juga bertujuan untuk merumuskan strategi penguatan homestay berbasis akar masalah guna meningkatkan pengalaman wisatawan. Penelitian dilakukan selama bulan September 2024–Juli 2024 dengan pendekatan kualitatif studi kasus. Data diperoleh melalui wawancara mendalam terhadap 12 informan utama, yaitu pengelola dari BUMDes Hita Do Hita, pemilik homestay dan wisatawan, serta melalui observasi dan dokumentasi. Analisis data dilakukan dengan pendekatan tematik dan Root Cause Analysis (RCA) untuk mengidentifikasi akar masalah dan solusi strategis. Hasil penelitian menunjukkan bahwa homestay di Dewi Lusi tidak hanya berperan sebagai akomodasi, tetapi juga sebagai sarana interaksi budaya, edukasi, dan keterlibatan emosional yang mendalam. Strategi yang diusulkan mencakup pelatihan pelayanan, pengemasan pengalaman tematik, dan penguatan narasi budaya. Kata kunci : Homestay, Memorable Tourism Experience, Desa Wisata, Interaksi Budaya, Root Cause Analysis. ABSTRACT This study aims to assess the contribution of homestays in creating a memorable tourism experience (MTE) in Lumban Suhi-Suhi Toruan Tourism Village (Dewi Lusi), Samosir, focusing on seven MTE dimensions: hedonism, refreshment, social and local culture, meaningfulness, knowledge, novelty, and adverse feeling. The study also seeks to formulate root-problem-based strategies to enhance tourists’ experience through homestay development. Conducted from September 2024 to July 2025, this research employed a qualitative case study approach. Data were collected through in-depth interviews with 12 key informants—managers of the local village enterprise (BUMDes Hita Do Hita), homestay owners and tourists—as well as through observation and documentation. Data analysis utilized a thematic approach and Root Cause Analysis (RCA) to identify core issues and strategic solutions. Findings reveal that homestays in Dewi Lusi serve not only as lodging but also as a platform for cultural interaction, education, and emotional engagement. The proposed strategies include service training, thematic experience packaging, and enhancement of cultural narratives. Keywords: Homestay, Memorable Tourism Experience, Tourism Village, Cultural Interaction, Root Cause Analysis.
Copyright (c) 2025 Agustinus Denny, Liyushiana https://creativecommons.org/licenses/by-sa/4.0
PERAN INTENTION TO REVISIT DAN VALUE CO- CREATION DALAM MENCIPTAKAN LOYALITAS DI EKOSISTEM ONLINE TRAVEL AGENT
ABSTRAK Perkembangan teknologi digital telah mendorong transformasi Online Travel Agents (OTA) seperti Traveloka dari sekadar platform pemesanan menjadi bagian penting dalam ekosistem pariwisata pintar. Dalam konteks ini, keterlibatan pelanggan melalui konsep value co-creation diyakini berperan dalam membentuk kepuasan (satisfaction) dan loyalitas (loyalty). Namun, kajian empiris mengenai mekanisme ini masih terbatas, terutama pada layanan digital. Penelitian ini bertujuan untuk menganalisis pengaruh perceived service quality dan intention to revisit terhadap customer satisfaction dan customer loyalty, dengan satisfaction sebagai variabel mediasi serta value co-creation behavior sebagai variabel moderasi. Metode penelitian menggunakan pendekatan kuantitatif survei dengan 216 responden pengguna Traveloka di Indonesia. Data dikumpulkan melalui kuesioner berbasis skala Likert 7 poin. Hasil penelitian menunjukkan bahwa perceived service quality berpengaruh positif terhadap satisfaction, sementara intention to revisit berpengaruh signifikan terhadap satisfaction dan loyalty, baik secara langsung maupun tidak langsung. Namun, value co-creation tidak terbukti memoderasi hubungan satisfaction dan loyalty. Kesimpulannya, loyalitas pelanggan OTA lebih ditentukan oleh niat untuk kembali dibandingkan hanya pada kualitas layanan. Saran penelitian selanjutnya adalah memperluas sampel pada platform OTA lain serta memasukkan variabel tambahan seperti perceived price, trust, dan customer engagement untuk memperkaya pemahaman perilaku pelanggan digital. Kata Kunci: Online Travel Agents (OTA); Perceived Service Quality; Intention to Revisit; Customer Satisfaction; Customer Loyalty; Value Co-Creation ABSTRACT The development of digital technology has driven the transformation of Online Travel Agents (OTAs) such as Traveloka from merely booking platforms into an essential part of the smart tourism ecosystem. In this context, customer engagement through the concept of value co-creation is believed to play a role in shaping satisfaction and loyalty. However, empirical studies on this mechanism remain limited, particularly in digital services. This study aims to analyze the influence of perceived service quality and intention to revisit on customer satisfaction and customer loyalty, with satisfaction as a mediating variable and value co-creation behavior as a moderating variable. The research employed a quantitative survey approach with 216 Traveloka users in Indonesia as respondents. Data were collected through a questionnaire using a 7-point Likert scale. The results indicate that perceived service quality has a positive effect on satisfaction, while intention to revisit significantly affects both satisfaction and loyalty, directly and indirectly. However, value co-creation was not found to moderate the relationship between satisfaction and loyalty. In conclusion, OTA customer loyalty is more strongly determined by revisit intention rather than service quality alone. Future studies are recommended to expand the sample to other OTA platforms and include additional variables such as perceived price, trust, and customer engagement to enrich the understanding of digital customer behavior. Keywords: Online Travel Agents (OTA), Perceived Service Quality, Intention to Revisit, Customer Satisfaction, Customer Loyalty, Value Co-Creation
Copyright (c) 2025 Desy Oktaviani, Sarwoko, Tri Djoko Sulistiyo, Totok Sugiharto https://creativecommons.org/licenses/by-sa/4.0
KINERJA WAITER/WAITRESS DI NOBLE COURT CHINESE RESTAURANT GUMAYA TOWER HOTEL SEMARANG UNTUK MENDUKUNG PARIWISATA BERKELANJUTAN
ABSTRAK Penelitian ini bertujuan untuk menganalisis kinerja waiter/waitress/waiteress di Noble Court Chinese Restaurant, Gumaya Tower Hotel Semarang, dalam mendukung pariwisata berkelanjutan. Fokus utama penelitian ini adalah untuk mengidentifikasi peran dan kinerja waiter/waitress dalam memberikan layanan yang berkualitas serta kontribusinya terhadap keberlanjutan pariwisata dengan tolok ukur dari guest comment card yang disi oleh tamu, baik dari aspek sosial, ekonomi, maupun lingkungan. Metode penelitian yang digunakan adalah pendekatan kualitatif dengan pengumpulan data melalui wawancara mendalam dan observasi langsung di restoran. Informan penelitian terdiri dari para waiter/waitress dengan jumlah 5 orang, manajer restoran, dan 30 pengunjung restoran. Hasil penelitian menunjukkan bahwa kinerja waiter/waitress yang, terlatih, dan paham tentang produk lokal serta keberagaman budaya, berkontribusi besar dalam menciptakan pengalaman kuliner yang mendukung prinsip pariwisata berkelanjutan. Selain itu, mereka juga turut berperan dalam implementasi kebijakan pengelolaan sampah dan pemilihan bahan makanan yang ramah lingkungan. Penelitian ini memberikan gambaran tentang pentingnya peran tenaga kerja restoran yang memilki pengetahuan tentang produk lokal sangat mendukung keberlanjutan pariwisata di Semarang. Kata Kunci: Kinerja waiter/waitress, Chines Food Restauran, Pariwista Berkelanjutan ABSTRACT This study aims to analyze the performance of waiters/waitresses at Noble Court Chinese Restaurant, Gumaya Tower Hotel Semarang, in supporting sustainable tourism. The main focus of this study is to identify the role and performance of waiters/waitresses in providing quality service and their contribution to sustainable tourism, measured by guest comment cards filled out by guests, covering social, economic, and environmental aspects. The research method used is a qualitative approach, with data collected through in-depth interviews and direct observation at the restaurant. The research informants consisted of five waiters/waitresses, the restaurant manager, and 30 restaurant customers. The results show that the performance of waiters/waitresses, who are well-trained and knowledgeable about local products and cultural diversity, contributes significantly to creating a culinary experience that supports the principles of sustainable tourism. Furthermore, they also play a role in implementing waste management policies and selecting environmentally friendly food ingredients. This study illustrates the importance of restaurant workers who possess knowledge of local products in supporting sustainable tourism in Semarang. Keywords: Waiter/waitress performance, Chinese food restaurant, sustainable tourism
Copyright (c) 2025 Aulia Firmansyah, M. Fathurrahman Nurul Hakim, Emmita Devi Hari Putri, Maria Ana Sila Hayatri https://creativecommons.org/licenses/by-sa/4.0
PARIWISATA INKLUSIF : TANTANGAN DALAM MEWUJUDKAN DESTINASI WISATA RAMAH DIFABEL DI YOGYAKARTA (Studi Kasus di Destinasi Wisata Taman Sari Yogyakarta)
ABSTRAK Pariwisata inklusif merupakan satu pendekatan yang bertujuan untuk memberikan ruang yang sama bagi seluruh lapisan masyarakat, termasuk penyandang disabilitas dan kelompok marjinal untuk terlibat dan menikmati manfaat ekonomi, sosial, budaya dari sektor pariwisata. Pendekatan ini menekankan keadilan sosial, partisipasi, dan aksesibilitas sebagai fondasi utama dalam pengembangan destinasi. Penelitian ini bertujuan untuk melihat implementasi kebijakan pariwisata inklusif di Yogyakarta dengan mengambil satu studi kasus di destinasi wisata Taman Sari Yogyakarta. Mendeskripsikan tantangan yang dihadapi serta mendeskripsikan peran pemerintah kota Yogyakarta untuk mewujudkan destinasi wisata inklusif. Metode penelitian yang digunakan adalah metode penelitian kualitatif dengan teknik pengambilan data menggunakan teknik wawancara mendalam dan studi dokumentasi. Hasil penelitian menunjukkan bahwa Taman Sari sudah berupaya untuk mewujudkan destinasi wisata ramah difabel dengan membangun fasilitas untuk difabel, melatih pemandu dengan ketrampilan bahasa isyarat. Namun demikian, hasil yang dicapai belum maksimal, karena Taman Sari masih menghadapi berbagai tantangan dan keterbatasan-keterbatasan dalam upaya mewujudkan destinasi wisata yang bisa diakses untuk semua golongan. Faktor-faktor penghambat tersebut adalah struktur bangunan yang termasuk dalam cagar budaya, keterbatasan anggaran, kurangnya ketrampilan SDM, kurangnya partisipasi sosial. Rekomendasi dari penelitian ini adalah prioritas anggaran untuk pembangunan sarana prasarana bagi pengunjung difabel, komitmen dan kolaborasi antara pengelola, pemerintah, dan masyarakat lokal untuk menciptakan lingkungan wisata ramah difabel, pelibatan komunitas difabel yang lebih intensif serta dukungan pemerintah untuk mewujudkan pariwisata inklusif di Yogyakarta. Kata Kunci: Aksesibilitas, Kesetaraan, Inklusi Sosial, Ramah Disabilitas, Destinasi Inklusif ABSTRACT Inclusive tourism is an approach aimed at providing equal opportunities for all segments of society including persons with disabilities and marginalized groups—to participate in and benefit from the economic, social, and cultural advantages of the tourism sector. This approach emphasizes social justice, participation, and accessibility as key foundations in destination development. This study aims to examine the implementation of inclusive tourism policies in Yogyakarta by conducting a case study at the Taman Sari tourism site. It describes the challenges encountered and explores the role of the Yogyakarta City Government in realizing an inclusive tourism destination. This research employs a qualitative method, utilizing in-depth interviews and document analysis as data collection techniques. The findings reveal that Taman Sari has made efforts to become a disability-friendly destination by constructing accessible facilities and training guides in sign language. However, these efforts remain suboptimal due to several ongoing challenges and limitations in making the destination fully accessible to all groups. The main inhibiting factors include the site's status as a cultural heritage structure, budget constraints, limited human resource capacity, and low levels of social participation. This study recommends prioritizing budget allocations for accessible infrastructure development, fostering commitment and collaboration among site managers, local government, and communities to create a disability-friendly environment, increasing the involvement of disability communities, and strengthening government support to realize inclusive tourism in Yogyakarta. Keywords: accessibility, equality, social inclusive, disability-friendly, inclusive destinations
Copyright (c) 2025 Mona Erythrea Nur Islami, Katarina Fausti Na Bine Sogen, Kristiana Dwi Sarina, Yosefa Maristella Trisnice https://creativecommons.org/licenses/by-sa/4.0
STRATEGI PENGEMBANGAN DAYA TARIK WISATA PAMAH SIMELIR KABUPATEN LANGKAT DENGAN PENDEKATAN TOURISM AREA LIFE CYCLE (TALC)
ABSTRAK Dusun Pamah Simelir, yang terletak di Desa Telagah, Kabupaten Langkat, Sumatera Utara, memiliki potensi besar sebagai destinasi wisata berbasis alam dan agrowisata. Namun, pengembangan kawasan ini masih menghadapi berbagai kendala, seperti keterbatasan infrastruktur dan aksesibilitas. Penelitian ini bertujuan untuk menganalisis strategi pengembangan daya tarik wisata Pamah Simelir dengan pendekatan Tourism Area Life Cycle (TALC) dan analisis SWOT untuk mengetahui tahapan pengembangan dan merumuskan strategi pengembangan yang tepat. Metode penelitian menggunakan pendekatan kualitatif dengan delapan narasumber yang terdiri dari pengelola wisata, tokoh masyarakat, pelaku usaha lokal, dan wisatawan, dipilih secara purposive. Teknik pengumpulan data meliputi wawancara semi-terstruktur, observasi lapangan, dan studi dokumentasi, dengan validasi melalui triangulasi sumber dan metode. Hasil penelitian menunjukkan bahwa Pamah Simelir berada pada tahap involvement, ditandai dengan keterlibatan masyarakat lokal yang semakin aktif meskipun fasilitas masih terbatas. Strategi konkret yang dihasilkan antara lain adalah peningkatan akses jalan dan penambahan papan petunjuk arah untuk memudahkan mobilitas wisatawan, serta pelatihan pemandu wisata lokal guna meningkatkan kualitas layanan. Strategi ini, didukung promosi digital dan sinergi antara pemerintah dan masyarakat, diharapkan mampu mendorong pengembangan Pamah Simelir secara berkelanjutan dan kompetitif. Kata Kunci: Tourism Area Life Cycle (TALC), SWOT, Pamah Simelir ABSTRACT Pamah Simelir Hamlet, located in Telagah Village, Langkat Regency, North Sumatra, has significant potential as a nature-based and agrotourism destination. However, its development faces several challenges, including limited infrastructure and accessibility. This study aims to analyze the development strategy of the Pamah Simelir tourist attraction using the Tourism Area Life Cycle (TALC) model and SWOT analysis to identify its current development stage and formulate strategic recommendations. A qualitative approach was used with eight respondents, including tourism managers, community leaders, local business actors, and tourists, selected through purposive sampling. Semi-structured interviews, field observations, and document reviews were conducted, and data triangulation ensured the validity and reliability of the findings. The results show that Pamah Simelir is at the involvement stage in the TALC cycle, where community participation is growing despite limited infrastructure. The study identifies concrete strategies, such as improving road access and signage to support tourist mobility, and providing training for local tour guides to enhance service quality. These efforts, combined with digital promotion and government-community collaboration, are essential to ensure the sustainable and competitive development of Pamah Simelir as a rural tourism destination. Keyword: Tourism Area Life Cycle (TALC), SWOT, Pamah Simelir
Copyright (c) 2025 Budi Prayogi, Dewi Yanti https://creativecommons.org/licenses/by-sa/4.0
DIVERSIFIKASI ATRAKSI DI DESA WISATA LUMBAN SUHI-SUHI TORUAN, SAMOSIR
ABSTRAK Penelitian ini bertujuan untuk merumuskan strategi pengembangan diversifikasi atraksi wisata berbasis budaya dan alam di Desa Wisata Lumban Suhi-Suhi Toruan (Dewi Lusi). Penelitian ini menggunakan pendekatan kualitatif studi kasus, dimana data diperoleh melalui wawancara mendalam, observasi, dan dokumentasi. Wawancara dilakukan kepada 5 informan dari perwakilan desa, pengrajin ulos, wisatawan dan pegiat wisata lokal. Analisis menggunakan pendekatan tematik dengan analisis Business Model Canvas (BMC). Hasil penelitian menunjukkan bahwa pengembangan Pantai Lumban Manik sebagai atraksi wisata baru dapat memperluas portofolio atraksi Dewi Lusi, memperpanjang lama tinggal wisatawan, dan memperkuat positioning Dewi Lusi sebagai desa wisata budaya. Strategi pengembangan atraksi baru yang inklusif, berbasis kearifan lokal, serta integratif dengan atraksi budaya yang ada berkontribusi positif terhadap keberlanjutan pariwisata dan pemberdayaan masyarakat. Kata kunci : Diversifikasi Atraksi, Desa Wisata, Desa Wisata Budaya, BMC, Danau Toba ABSTRACT This study aims to formulate a strategy for developing diversified cultural and natural attractions in the Lumban Suhi-Suhi Toruan Tourism Village (Dewi Lusi). Using a qualitative case study approach, data were collected through in-depth interviews, observation, and documentation. Thematic analysis and business model mapping using the Business Model Canvas (BMC) framework were applied. The findings indicate that the development of Pantai Lumban Manik as a new tourism attraction can expand Dewi Lusi's attraction portfolio, extend tourist length of stay, and strengthen Dewi Lusi’s positioning as a cultural tourism village. The strategy for developing new attractions emphasizes inclusiveness, integration with existing cultural assets, and a foundation in local wisdom, all of which contribute positively to tourism sustainability and community empowerment. Keywords: Attraction Diversification, Tourism Village, Cultural Tourism Village, BMC, Lake Toba.
Copyright (c) 2025 Liyushiana, Dewi Yanti, Dina Rosari, Putri Rizkiyah, Agustinus Denny https://creativecommons.org/licenses/by-sa/4.0
PERAN STRATEGIS SDM DALAM MENINGKATKAN DAYA SAING PARIWISATA BERKELANJUTAN DI WILAYAH PESISIR CARITA, BANTEN
ABSTRAK Penelitian ini bertujuan untuk menganalisis peran strategis pengembangan sumber daya manusia (SDM) dalam meningkatkan daya saing industri pariwisata, khususnya di kawasan pesisir Carita, Kabupaten Pandeglang. Transformasi industri pariwisata pasca-pandemi dan percepatan digitalisasi menuntut penguatan kapasitas SDM yang adaptif, profesional, dan berbasis keberlanjutan. Penelitian ini menggunakan pendekatan kualitatif deskriptif melalui wawancara mendalam, FGD, dan studi dokumentasi terhadap 15 informan kunci dan 20 peserta diskusi kelompok. Analisis data dilakukan secara tematik dengan bantuan perangkat lunak NVivo 14. Hasil penelitian menunjukkan bahwa kesenjangan kompetensi SDM antara wilayah perkotaan dan kawasan pesisir menjadi hambatan utama dalam pengelolaan destinasi wisata. Meskipun tersedia infrastruktur wisata yang memadai, rendahnya literasi digital, keterampilan pelayanan, dan akses pelatihan menyebabkan kualitas layanan belum optimal. Strategi penguatan SDM yang kolaboratif melibatkan pemerintah, industri, dan komunitas serta pendekatan pelatihan berbasis proyek dan digitalisasi kontekstual terbukti mampu meningkatkan kapasitas dan partisipasi masyarakat lokal. Temuan ini menegaskan pentingnya penyelarasan program pelatihan dengan kebutuhan lokal, serta perlunya model pembangunan SDM pariwisata yang inklusif, digital, dan berbasis komunitas sebagai fondasi menuju destinasi wisata berdaya saing dan berkelanjutan. Kata kunci: Sumber Daya Manusia, Daya Saing Destinasi, Pariwisata Pesisir, Digitalisasi, Pemberdayaan Komunitas. ABSTRACT This study aims to analyze the strategic role of human resource (HR) development in enhancing the competitiveness of the tourism industry, particularly in the coastal area of Carita, Pandeglang Regency. The post-pandemic transformation of the tourism sector and the acceleration of digitalization demand the strengthening of HR capacity that is adaptive, professional, and sustainability-oriented. A descriptive qualitative approach was employed through in-depth interviews, focus group discussions (FGDs), and document analysis involving 15 key informants and 20 FGD participants. Data were analyzed thematically using NVivo 14 software. The findings reveal that competency gaps between urban and coastal areas pose significant challenges to effective destination management. Although tourism infrastructure is relatively adequate, limited digital literacy, service skills, and training access hinder the optimization of service quality. Collaborative HR strengthening strategies—engaging government, industry, and communities—combined with project-based training and contextual digitalization have proven effective in enhancing local community capacity and participation. These findings underscore the need for aligning training programs with local needs and highlight the importance of inclusive, digitally adaptive, and community-based HR development models as a foundation for building competitive and sustainable tourism destinations. Keywords: Human Resources, Destination Competitiveness, Coastal Tourism, Digitalization, Community Empowerment
Sumber Daya Manusia, Daya Saing Destinasi, Pariwisata Pesisir, Digitalisasi, Pemberdayaan Komunitas
Copyright (c) 2025 Nadya, Meitolo Hulu https://creativecommons.org/licenses/by-sa/4.0
STUDI TATA LETAK DAN PENCAHAYAAN DALAM MEMBANGUN SUASANA TERHADAP PENGALAMAN WISATAWAN
ABSTRAK Pariwisata modern tidak hanya berfokus pada destinasi, tetapi juga pada kualitas pengalaman wisatawan. Tata letak dan pencahayaan berperan penting dalam menciptakan suasana yang mendukung kenyamanan pengunjung. Berdasarkan observasi awal terlihat bahwa Benteng Vredeburg Yogyakarta memiliki potensi sebagai wisata malam, ditunjukkan oleh penerapan pencahayaan tematik serta meningkatnya minat wisatawan terhadap pengalaman visual. Penelitian ini bertujuan menganalisis pengaruh tata letak dan pencahayaan terhadap pengalaman wisatawan. Metode yang digunakan adalah pendekatan kuantitatif melalui survei kuesioner kepada 100 responden, didukung observasi langsung, dengan analisis regresi linier berganda. Hasil menunjukkan bahwa pencahayaan berpengaruh positif dan signifikan serta menjadi variabel dominan, sedangkan tata letak tidak berpengaruh signifikan. Secara simultan, kedua variabel tetap berpengaruh terhadap pengalaman wisatawan. Penelitian ini merekomendasikan optimalisasi pencahayaan artistik, penguatan fokus visual, dan pengembangan jalur wisata malam. Kata Kunci: Experiencescape, Pariwisata malam, Situs warisan budaya, Persepsi pengunjung, Desain lingkungan ABSTRACT Modern tourism focuses not only on destinations but also on the quality of tourist experiences. Layout and lighting play an important role in creating an atmosphere that supports visitor comfort. Based on preliminary observations, Fort Vredeburg in Yogyakarta shows potential as a night tourism destination, as indicated by the implementation of thematic lighting and the increasing interest of visitors in visual experiences. This study aims to analyse the influence of layout and lighting on tourist experience. The method used is a quantitative approach through a questionnaire survey of 100 respondents, supported by direct observation, with multiple linear regression analysis. The results show that lighting has a positive and significant effect and is the dominant variable, while layout has no significant effect. Simultaneously, both variables influence tourist experience. This study recommends optimising artistic lighting, strengthening visual focal points, and developing structured night tourism routes. Keywords: Experiencescape, Night tourism, Cultural heritage site, Visitor perception, Environmental design
Copyright (c) 2025 Nikita, Naviah, Viona, Prihatno, Hary Hermawan https://creativecommons.org/licenses/by-sa/4.0
PARTISIPASI MASYARAKAT DAN KEBERLANJUTAN PARIWISATA DI PANTAI TANJUNG SETIA, KABUPATEN PESISIR BARAT
ABSTRACT This study examines community participation in the management of Tanjung Setia Beach, Pesisir Barat Regency, Lampung, focusing on the collaboration between local communities, regional government, and tourism actors in realizing sustainable tourism. Unlike previous studies, which tend to be normative and focus on well-developed destinations, this research offers novelty by analyzing in depth the patterns of concrete participation and the dynamics of multi-stakeholder collaboration in a developing coastal destination. A qualitative research method was employed, with data collected through purposive selection of 12 key informants to gain in-depth insights from multiple perspectives, including local communities, tourism actors, and government representatives, sufficient to reveal the dynamics of participation and destination management comprehensively without compromising qualitative analysis. Informants included regional government officials, village tourism managers, Pokdarwis (Tourism Awareness Group) leaders, tour guides, and business actors, complemented by focused group discussions (FGDs) with key stakeholders. The findings indicate that community participation occurs in two main forms: economic, through the management of homestays, culinary/SME businesses, transportation services, guiding, and surfboard rentals; and social, through communal work, beach cleaning, event support, and visitor security. Participation is most dominant at the implementation stage, while involvement in planning, monitoring, and evaluation remains limited and informal. Economic benefits are evident but unevenly distributed, as shown by the growth in homestays, local food stalls, and guiding services, with increased income mainly experienced by residents with existing capital and business networks. The roles of government and business actors are crucial in providing training, infrastructure, and coordination across stakeholders. Practically, tourism managers need to strengthen participatory forums that involve the community in decision-making, enhance local residents’ skills and capacities, and ensure a more equitable distribution of economic opportunities. In addition, a monitoring system based on sustainability indicators is necessary to ensure that tourism growth remains aligned with environmental preservation and community well-being. Keywords: community participation, sustainable tourism, coastal management, local empowerment
community participation, sustainable tourism, coastal management, local empowerment
Copyright (c) 2025 Audy Oktavia, Meitolo Hulu https://creativecommons.org/licenses/by-sa/4.0
ENHANCING VIP GUEST SATISFACTION THROUGH SOP ADHERENCE: INSIGHTS INTO GUEST RELATION OFFICERS’ KNOWLEDGE AND PRACTICES IN A LUXURY INDONESIAN HOTEL
ABSTRAK Penelitian deskriptif kualitatif ini mengeksplorasi bagaimana pemahaman dan kepatuhan Guest Relations Officers (GROs) terhadap Standard Operating Procedures (SOP) check-in VIP tercermin dalam pengalaman tamu di sebuah hotel bintang lima mewah di Indonesia. Melalui observasi lapangan imersif, pemeriksaan dokumen SOP hotel, dan purposive sampling terhadap 25 staf front-office (termasuk Guest Relations Officers) serta 50 tamu VIP yang mengalami proses check-in, data dikumpulkan melalui observasi langsung dan kuesioner terbuka. Analisis tematik menunjukkan bahwa sebagian besar staf berpengalaman (mereka yang memiliki masa kerja lebih dari satu tahun atau telah mengikuti pelatihan terbaru) telah menginternalisasi SOP secara mendalam, menganggapnya jelas dan “menjadi kebiasaan kedua”, dengan pelatihan terbaru sebagai faktor penentu pelaksanaan yang lancar. Inkonsistensi kecil hanya muncul saat kedatangan VIP secara bersamaan pada jam puncak atau melibatkan staf baru yang belum terlatih, namun kehangatan emosional dan pengenalan personal tetap terjaga. Tamu VIP secara konsisten melaporkan perasaan dihargai, terutama melalui salam nama yang personal, kehangatan staf yang autentik, serta persiapan preferensi sebelum kedatangan, dengan escort kamar sebagai momen penentu (signature moment). Temuan ini menegaskan bahwa desain SOP yang kuat, didukung oleh pelatihan terfokus dan pengaturan staf yang memadai pada jam puncak, dapat mengubah pengetahuan prosedural menjadi pengalaman VIP yang autentik dan berkesan dalam konteks hotel mewah Indonesia ini. Kata Kunci: check-in VIP, Standard Operating Procedures (SOP), Guest Relations Officer (GRO), studi kualitatif, hotel mewah, Analisis Tematik ABSTRAK This qualitative descriptive study examines This qualitative descriptive study explores how Guest Relations Officers’ (GROs) comprehension and adherence to VIP check-in Standard Operating Procedures (SOPs) are reflected in the guest experiencin a five-star luxury hotel in Indonesia. Through immersive field observation, examination of the hotel’s SOP document, and purposive sampling of 25 front-office staff (including Guest Relations Officers) and 50 VIP guests who experienced the check-in process, data were collected via direct observation and open-ended questionnaires. Thematic analysis revealed tha most experienced staff (thosewith more than one year of tenure or recent training) have a deeply internalized the SOP, perceiving it as clear and “second nature,” with recent training being the decisive factor for seamless execution. Minor inconsistencies emerged only during peak simultaneous arrivals or when untrained newcomers were involved, yet emotional warmth and recognition remained intact. VIP guests consistently reported strong feelings of being valued, particularly through personalised greetings, authentic staff warmth, and pre-prepared preferences, with the room escort identified as the defining “signature moment.” The findings affirm that robust SOP design, supported by targeted training and adequate peak-hour staffing, can effectively transforms procedural knowledge into authentic, memorable VIP experiences within the context of this Indonesian luxury hotel. Keywords: VIP check-in, Standard Operating Procedures (SOP), Guest Relations Officer, gualitative study, luxury hotel, thematic analysis
VIP check-in, Standard Operating Procedures (SOP), Guest Relations Officer, guest satisfaction, luxury hotel, Indonesia
Copyright (c) 2025 M. Fathurrahman Nurul Hakim, Aulia Firmansyah, Emmita Devi Hari Putri https://creativecommons.org/licenses/by-sa/4.0
PENGARUH FAKTOR PENDORONG DAN FAKTOR PENARIK TERHADAP KEPUTUSAN BERKUNJUNG KE MARAWA BEACH CLUB KOTA PADANG
ABSTRAK Penelitian ini bertujuan untuk menganalisis pengaruh faktor pendorong (push factors) dan faktor penarik (pull factors) terhadap keputusan berkunjung wisatawan ke Marawa Beach Club Kota Padang. Penelitian dilatarbelakangi oleh penurunan jumlah pengunjung ke Marawa Beach Club sebesar pengunjung menurun 25,71%. Sehingga diperlukan pemahaman mengenai faktor pendorong dan faktor penarik apa saja yang mempengaruhi wisatawan untuk berkunjung ke Marawa Beach Club. Penelitian menggunakan metode kuantitatif deskriptif dengan pendekatan accidental sampling kepada responden wisatawan yang telah berkunjung ke Marawa Beach Club. Analisis data dilakukan menggunakan regresi linier berganda melalui SPSS versi 31. Hasil penelitian menunjukkan bahwa faktor pendorong dan faktor penarik berpengaruh positif dan signifikan terhadap keputusan berkunjung. Secara simultan kedua variabel memberikan kontribusi sebesar 69,7% terhadap keputusan berkunjung, sedangkan sisanya dipengaruhi variabel lain di luar penelitian. Faktor penarik menjadi variabel yang paling dominan memengaruhi keputusan wisatawan, terutama pada indikator informasi dan promosi. Sementara itu, pada faktor pendorong, indikator prestise merupakan motivasi internal yang paling kuat dalam mendorong wisatawan memilih Marawa Beach Club. Penelitian ini menegaskan pentingnya penguatan strategi promosi, peningkatan fasilitas, serta pengelolaan citra objek wisata untuk menarik dan mempertahankan kunjungan wisatawan. Hasil penelitian diharapkan dapat menjadi dasar pertimbangan bagi pengelola dalam meningkatkan kualitas layanan dan daya saing Marawa Beach Club. Kata Kunci: Faktor Pendorong, Faktor Penarik, Keputusan Berkunjung, Marawa Beach Club. ABSTRACT This study aims to analyze the influence of push factors and pull factors on tourists’ visiting decisions to Marawa Beach Club in Padang City. The research was motivated by a decline in visitor numbers from 2022 to 2024, highlighting the need to understand tourist motivation. This study employed a quantitative descriptive method by distributing questionnaires to 100 respondents. Data were analyzed using multiple linear regression with SPSS version 31. The results indicate that both push and pull factors have a positive and significant effect on visiting decisions. Simultaneously, these variables contribute 69.7% to the decision to visit, while the remaining percentage is influenced by variables outside this study. Pull factors are found to be the most dominant variable, particularly regarding information and promotion indicators. Meanwhile, within push factors, prestige emerges as the strongest internal motivation influencing tourists’ decisions to visit Marawa Beach Club. These findings emphasize the importance of strengthening promotional strategies, improving facilities, and enhancing destination image to attract and maintain tourist visits. The results are expected to serve as a reference for management in improving service quality and strengthening the competitiveness of Marawa Beach Club. Keywords: Push Factors, Pull Factors, Visiting Decision, Marawa Beach Club.
Copyright (c) 2025 Rut Agustini Siagian, Rafidola Mareta Riesa, Ranti Komala Dewi https://creativecommons.org/licenses/by-sa/4.0
ANALISIS STRATEGI PEMASARAN WISATA ALAM DESA PELA: PENDEKATAN BAURAN PEMASARAN 7P DAN 5A DALAM PENGEMBANGAN EKOWISATA
ABSTRAK Penelitian ini bertujuan untuk menganalisis strategi pemasaran pariwisata berbasis komunitas yang telah diterapkan di Desa Pela menggunakan pendekatan bauran pemasaran 7P dan 5A, serta merumuskan rekomendasi pengembangan strategi pemasaran yang lebih efektif dan berkelanjutan). Potensi ekowisata Desa Pela, seperti pengamatan Pesut Mahakam, susur Sungai Pela dan Danau Semayang, serta pelestarian budaya melalui Musem Nelayan dan seni tradisional, dianalisis sebagai elemen product dalam bauran pemasaran 7P yang membentuk daya tarik utama sekaligus posisi pemasaran destinasi. Strategi harga dirancang oleh Pokdarwis agar inklusif dan memberdayakan masyarakat. Promosi digital dilakukan melalui media sosial dan kerja sama dengan platform seperti Atourin. Pokdarwis dan tokoh lokal sangat sentral, namun perlu regenerasi dan pelatihan SDM. Proses layanan mencakup edukasi, pendampingan, dan evaluasi, namun, pengelolaan lingkungan seperti limbah masih menjadi tantangan yang berimplikasi pada keberlanjutan strategi pemasaran ekowisata, khususnya dalam menjaga citra destinasi yang ramah lingkungan, kepuasan wisatawan, serta kepercayaan pasar terhadap nilai ekowisata. Bukti fisik seperti dermaga, long boat, guest house, dan elemen budaya memperkuat citra destinasi. Temuan penelitian menunjukkan bahwa elemen Product, Promotion, People, dan Physical Evidence menjadi penentu utama strategi pemasaran wisata Desa Pela. Penelitian ini berkontribusi sebagai acuan pengembangan pemasaran desa wisata, serta memperluas penerapan konsep bauran pemasaran 7P dalam ekowisata berkelanjutan. Kata Kunci: Strategi Pemasaran, Bauran Pemasaran 7P, Ekowisata, Desa Wisata, Desa Pela ABSTRACT This study aims to analyze the community-based tourism marketing strategy implemented in Desa Pela using the 7P and 5A marketing mix approaches, and to formulate recommendations for more effective and sustainable marketing development. The ecotourism potential, such as Pesut Mahakam observation, river cruising, and cultural preservation through the Fishermen Museum and traditional arts, is examined as the Product element that shapes the destination’s core attractiveness and market positioning. Pricing strategies are designed by the local tourism awareness group (Pokdarwis) to be inclusive and community-empowering, while digital promotion is conducted through social media and partnerships with tourism platforms such as Atourin. Local actors play a central role, however, human resource regeneration and capacity building remain necessary. Service processes include visitor education and satisfaction evaluation, although environmental management remains a challenge affecting destination image, tourist satisfaction, and the sustainability of ecotourism. Physical evidence, including jetties, long boats, guest houses, and cultural elements, strengthens the destination image. The findings indicate that Product, Promotion, People, and Physical Evidence are the most decisive elements of Desa Pela’s tourism marketing strategy. This study contributes practically as a reference for village tourism marketing development and extending the application of the 7P marketing mix in sustainable ecotourism contexts. Keywords: Marketing Strategy, 7P Marketing Mix, Ecotourism, Tourism Village, Pela Village
Copyright (c) 2025 Alya Nindityas Utami, Mislan https://creativecommons.org/licenses/by-sa/4.0
STUDI TENTANG KEPUASAAN WISATAWAN DARI PENGEMBANGAN, EKSPLORASI DAN EKSISTENSI POTENSI WISATA WANA DESA TELAGA POTORONO BANTUL
ABSTRAK Penelitian ini bertujuan untuk menganalisis pengaruh pengembangan, eksplorasi, dan eksistensi potensi wisata di Wana Desa Telaga Potorono, Bantul, terhadap kepuasan wisatawan. Pendekatan yang digunakan adalah gabungan antara metode kualitatif dan kuantitatif. Variabel yang dianalisis mencakup kualitas pelayanan, persepsi harga, persepsi lokasi, dan persepsi fasilitas, yang dipilih sebagai indikator penting dalam menilai dampak pengembangan dan eksplorasi potensi wisata terhadap kepuasan wisatawan. Pengolahan data kuantitatif dilakukan menggunakan model regresi linier. Hasil penelitian menunjukkan bahwa secara parsial (melalui Uji t), persepsi harga dan lokasi memiliki pengaruh signifikan terhadap kepuasan wisatawan. Sebaliknya, kualitas pelayanan dan persepsi fasilitas tidak memiliki pengaruh signifikan secara parsial. Namun, secara simultan (melalui Uji F), variabel-variabel tersebut menunjukkan pengaruh signifikan terhadap kepuasan wisatawan, menggarisbawahi pentingnya kombinasi faktor-faktor tersebut. Nilai R² sebesar 0,929 menunjukkan bahwa 92,9% variasi kepuasan wisatawan dapat dijelaskan oleh variabel independen yang diteliti. Data kualitatif diperoleh melalui wawancara, yang menunjukkan bahwa persepsi harga dinilai terjangkau dan lokasi dianggap strategis serta mudah diakses. Walaupun hasil kuantitatif menunjukkan kualitas pelayanan tidak signifikan, responden cenderung merasa puas dan berencana untuk mengunjungi kembali serta merekomendasikan objek wisata ini. Penelitian ini merekomendasikan fokus pada peningkatan persepsi harga dan lokasi, serta perbaikan kualitas pelayanan dan fasilitas guna meningkatkan pengalaman wisatawan secara keseluruhan. Kata Kunci : Pelayanan, Harga, Lokasi, Fasilitas, Wisatawan ABSTRACK This study aims to analyze the influence of the development, exploration, and existence of tourism potential in Wana Desa Telaga Potorono, Bantul, on tourist satisfaction. The approach used is a combination of qualitative and quantitative methods. The variables analyzed include service quality, price perception, location perception, and facility perception, which were chosen as important indicators in assessing the impact of the development and exploration of tourism potential on tourist satisfaction. Quantitative data processing was conducted using a linear regression model. The research results indicate that partially (through the t-test), price and location perceptions significantly influence tourist satisfaction. In contrast, service quality and facility perception do not have a significant influence when considered individually. However, simultaneously (through the F-test), these variables demonstrate a significant influence on tourist satisfaction, underscoring the importance of their combination. The R² value of 0.929 indicates that 92.9% of the variation in tourist satisfaction can be explained by the independent variables studied. Qualitative data was obtained through interviews, revealing that price perceptions are considered affordable and the location is deemed strategic and easily accessible. Although the quantitative results show that service quality is not significant, respondents tend to feel satisfied and plan to revisit and recommend this tourist attraction. This study recommends a focus on improving price and location perceptions, as well as enhancing service quality and facilities to improve the overall tourist experience Keyword: Service, Price, Location, Facilities, Tourists
Copyright (c) 2025 wisnu wisnu hadi, Atun Yulianto, Emmita Devi Hariputri https://creativecommons.org/licenses/by-sa/4.0