IMPLEMENTASI CORPORATE SOCIAL RESPONSIBILITY (CSR) DALAM MEWUJUDKAN PARIWISATA BERBASIS MASYARAKAT BERKELANJUTAN

Ni Wayan Juniari, Luh Putu Mahyuni
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Abstract

Peningkatan kunjungan wisatawan ke suatu destinasi wisata selain membawa manfaat positif juga meninggalkan dampak negatif. Peran manajer sangat signifikan untuk memastikan operasional perusahaan pengelola destinasi wisata dapat mendukung perekonomian masyarakat lokal dan tidak merusak lingkungan, sehingga terwujud praktik bisnis berkelanjutan. Penelitian ini bertujuan mengeksplorasi bagaimana corporate social responsibility (CSR) dipraktikkan untuk dapat mewujudkan pariwisata berbasis masyarakat berkelanjutan. Untuk mencapai tujuan penelitian, penelitian kualitatif dengan pendekatan studi kasus dilakukan di kawasan wisata Monkey Forest Ubud, Gianyar, Bali. Berlandaskan pada konsep CSR dan pariwisata berbasis masyarakat, data dikumpulkan melalui wawancara kemudian dianalisis secara kualitatif dengan bantuan software NVivo12. Penelitian ini mengindikasikan bahwa Monkey Forest Ubud mengimplementasikan berbagai bentuk CSR yang memungkinkan masyarakat lokal berpartisipasi penuh dalam operasional kawasan wisata dan memperoleh manfaatnya secara langsung. Penelitian ini memberikan inspirasi mengenai bagaimana suatu destinasi/kawasan wisata dapat mengimplementasikan CSR untuk memastikan terwujudnya bisnis berkelanjutan dan pada saat bersamaan berkontribusi bagi pengembangan pariwisata berbasis masyarakat berkelanjutan.  

 

Increasing tourist arrivals in a touristic area, besides bringing positive impacts also leaving negative footprints. The role of managers is significant to ensure that the business operational supports the local community and preserve the environment, so as sustainable business can be attained. This study aims at exploring how corporate social responsibility (CSR) is practiced to develop sustainable community-based tourism. To address the research objective, a qualitative case study was conducted at Ubud Monkey Forest, Gianyar, Bali. Guided by the concept of CSR and community-based tourism, data was collected through interviews and analyzed qualitatively with the help of NVivo12 software. This research indicates that Ubud Monkey Forest implements various CSR activities that allow the local community to participate in the operational of the forest and obtain the benefits from the operational. This research exemplifies how a tourist destination could implement CSR to ensure business sustainability and at the same time contribute to the development of sustainable community-based tourism.

Keywords

Corporate Social Responsibility; Sustainable Community-Based Tourism; Pariwisata Berbasis Masyarakat Berkelanjutan

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