Strategi Pariwisata Berkelanjutan di Destinasi Pantai Parangtritis: Perspektif Komunitas dan Pemasaran Digital
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Abstract
Studi ini menganalisis implementasi pengembangan pariwisata berkelanjutan dan strategi pemasaran digital di Pantai Parangtritis, Yogyakarta. Penelitian ini membahas tantangan menyeimbangkan pertumbuhan pariwisata, keberlanjutan lingkungan, dan kesejahteraan masyarakat di destinasi pantai utama. Pendekatan kualitatif digunakan sepanjang proses observasi, wawancara, dan dokumentasi. Temuan menunjukkan bahwa pengembangan pariwisata di Parangtritis semakin mengadopsi prinsip-prinsip pariwisata berkelanjutan melalui peningkatan infrastruktur, partisipasi masyarakat, dan promosi berbasis media sosial. UMKM lokal memberikan kontribusi signifikan terhadap keberlanjutan ekonomi regional, sementara pemasaran digital melalui Instagram, TikTok, dan YouTube memperkuat citra destinasi dan menarik wisatawan muda. Namun, masalah lingkungan, khususnya pengelolaan sampah dan rendahnya kesadaran wisatawan, tetap menjadi hambatan utama bagi pengelolaan destinasi berkelanjutan. Hasil wawancara mengungkapkan bahwa baik masyarakat lokal maupun wisatawan mengharapkan kebersihan lingkungan dan tata letak destinasi yang lebih baik. Studi ini menyimpulkan bahwa pengelolaan pariwisata berkelanjutan membutuhkan kolaborasi yang lebih kuat antara lembaga pemerintah, pemangku kepentingan pariwisata, masyarakat lokal, dan wisatawan.
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