STRATEGI BERSAING BISNIS PARIWISATA DI SELAYAR (STUDI PADA SUNARI RESORT)

Penelitian ini bertujuan untuk menganalisis strategi bersaing bisnis pariwisata di Sunari Resort, Selayar, dengan pendekatan kualitatif deskriptif dan metode studi kasus. Objek penelitian ini adalah Sunari Resort, sementara subjeknya terdiri dari manajer dan karyawan resort. Data dikumpulkan melalui wawancara, kuesioner, observasi, dan dokumentasi. Teknik analisis yang digunakan adalah analisis SWOT dan QPSM. Hasil penelitian menunjukkan bahwa Sunari Beach Resort perlu memperkuat proses rekrutmen dengan SOP ketat untuk memastikan seleksi karyawan yang sesuai, serta meningkatkan retensi tenaga kerja melalui peningkatan kompensasi, lingkungan kerja inklusif, dan peluang pengembangan karir. Tantangan eksternal seperti fluktuasi kunjungan wisatawan, regulasi pemerintah, dan keterbatasan akses transportasi mempengaruhi kinerja resort. Pandemi Covid-19 memperburuk kondisi ini dengan menurunkan okupansi dan pendapatan. Untuk memperkuat daya saing, resort dapat memanfaatkan kekuatan internal, seperti lokasi strategis dan fasilitas baik, serta mengatasi kelemahan seperti harga kamar yang tinggi dengan promosi dan peningkatan efisiensi operasional melalui teknologi. Strategi prioritas yang dihasilkan dari matriks QSPM mencakup pembaruan fasilitas, promosi lokal, diskon musiman, pengembangan program magang, serta inovasi teknologi untuk meningkatkan aksesibilitas dan kepuasan pelanggan, menciptakan rencana tindakan yang holistik untuk keberlanjutan operasional dan daya saing pasar.

WINDI ATRIANI. Tourism Business Competitive Strategy in Selayar: Study at Sunari Resort. (supervised by H. Muhammad Ali and Mursalim Nohong)

This research aims to analyze the competitive strategy of the tourism business at Sunari Resort, Selayar, using a descriptive qualitative approach and case study methods. The object of this research is Sunari Resort, while the subjects consist of resort managers and employees. Data was collected through interviews, questionnaires, observation and documentation. The analysis techniques used are SWOT analysis and QPSM. The research results show that Sunari Beach Resort needs to strengthen its recruitment process with strict SOPs to ensure appropriate employee selection, as well as increase workforce retention through increased compensation, an inclusive work environment, and career development opportunities. External challenges such as fluctuations in tourist visits, government regulations, and limited transportation access affect resort performance. The Covid-19 pandemic has exacerbated this condition by reducing occupancy and income. To strengthen competitiveness, resorts can take advantage of internal strengths, such as strategic location and good facilities, and overcome weaknesses such as high room prices with promotions and increasing operational efficiency through technology. Priority strategies resulting from the QSPM matrix include facility updates, local promotions, seasonal discounts, internship program development, and technological innovation to increase accessibility and customer satisfaction, creating a holistic action plan for operational sustainability and market competitiveness.