Formulasi Strategi Bisnis Berkelanjutan Industry Perjalanan Wisata di Kota Makassar Berbasis Community-Based Tourism (CBT)
DOI:
https://doi.org/10.47747/snfmi.v3i1.3201Abstract
The Makassar travel industry faces pressure to shift from a post-pandemic mass-tourism model to more resilient practices. This study aims to fill a gap in the local strategic management literature by formulating a business model that prioritizes community empowerment. It analyzes the internal and external conditions of the Makassar travel industry and formulates a sustainable business strategy for travel businesses grounded in the Community-Based Tourism (CBT) philosophy, focusing on the unique potential of local destinations. This study uses a qualitative-descriptive approach with multiple case studies of several travel businesses in Makassar that have attempted to adopt sustainable practices. Data collection was conducted through in-depth interviews with agency managers/owners, tourism community representatives, and the Tourism Office. Data were analyzed using a SWOT Analysis and Grand Strategy Matrix. This article offers a contextually tailored sustainable business strategy formulation model for the Makassar travel market, explicitly integrating local initiatives (Tourism Alleys) as a core differentiation product and driving force of CBT. The study identified that the most optimal strategy is the Divergent Integrative Strategy (SO-WT), namely: (1) Developing premium authentic experience packages (culinary and cultural tourism) through direct partnerships with communities; (2) Digitalization of partnerships and transparency of fee allocation to build trust; and (3) Improving community human resource capabilities in hospitality and destination management.
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