OPTIMALISASI STRATEGI BISNIS DALAM PENGELOLAAN DESTINASI WISATA ANALISIS KASUS PADA OBJEK WISATA AIR PANAS CISOLONG

Abstract

This study examines the factors influencing the successful management of the Cisolong Hot Springs tourist destination and offers recommendations for optimizing business strategies. Major challenges include low community involvement, limited infrastructure, minimal private sector engagement, and underdeveloped marketing efforts. The findings underscore the need to empower local communities, improve infrastructure, and strengthen promotional strategies—especially through digital channels. Public-private collaboration is essential to enhance competitiveness and accelerate development. The research contributes to sustainable tourism management and business strategy literature by offering practical insights. It also highlights the potential of community-based tourism models and digital integration to improve destination appeal and visitor satisfaction. Future studies are recommended to investigate the long-term impact of empowerment and cross-sector collaboration on tourism sustainability.