A IMPLEMENTATION OF THE BUKIT PUNGGUR FOREST MANAGEMENT UNIT (KPH) UPTD STRATEGY IN THE MANAGEMENT OF PUTRI MALU WATERFALL TOURISM IN WAY KANAN REGENCY

Abstract

Ecotourism is a concept of tourism activities where there are elements of natural resource conservation, community empowerment, and increasing environmental awareness. This study aims to analyze the implementation of the Bukit Punggur Forest Management Unit (KPH) UPTD strategy in the management of Putri Malu Waterfall tourism in Way Kanan Regency and identify its inhibiting factors. The research is motivated by the decrease in the number of tourist visits and the limitation of human resources in tourism promotion and development. The method used is descriptive qualitative research with interview, observation, and documentation techniques. The analysis was carried out through data reduction, data presentation, and conclusion drawn, with validity tests using source triangulation. This research refers to the strategy implementation theory from Thomas L. Wheelen and J. David Hunger (2020) which includes implementing actors, programs, budgets, procedures, and human resource management. The results of the study show that the implementation of the strategy is not fully optimal. The obstacles identified include limited human resources, budget limitations, accessibility to tourist sites that are still inadequate, and lack of innovation in the development of tour packages. The advice that can be given is that tourism managers need to be carried out in a sustainable manner through training, coaching, and mentoring activities that focus on the management of tourist destinations, digital promotion, tourism services, and the development of tourism products, tourism development efforts are suggested in the provision of basic facilities that are still limited, such as sanitation facilities, directions, garbage dumps, and environmental signs. Working with third parties such as Corporate Social Responsibility (CSR) and related institutions to meet tourism needs, the development of tourism innovations needs to be improved through diversification of tourism products and activities that utilize the potential of natural resources, environmental services, and the potential of local communities.