BUDAYA ORGANISASI YANG BERORIENTASI KEPADA PELANGGAN DALAM PENGEMBANGAN RUTE TEMATIK PADA KAMPUNG WISATA DI SURABAYA
Universitas Airlangga Surabaya
DOI:
https://doi.org/10.70197/jebisma.v2i2.72Keywords:
Budaya Organisasi, Orientasi Pelanggan, Rute Tematik, Kampung WisataAbstract
Penelitian ini bertujuan untuk mengidentifikasi model pengembangan kampung wisata yang berkelanjutan di Surabaya, melalui desain rute tematik dan pembentukan budaya organisasi yang berorientasi pada pelanggan. Menggunakan pendekatan kualitatif, penelitian ini menganalisis data yang diperoleh dari wawancara mendalam dan observasi partisipatif. Hasil penelitian menunjukkan bahwa nilai-nilai keramahan, kebanggaan lokal, dan misi keberlanjutan berperan sebagai inti budaya organisasi. Identitas budaya diperlukan untuk merekatkan beberapa kampung yang tergabung pada kesatuan rute tematik yang baru. Sehubungan dengan orientasi kepada pelanggan, diperlukan kepemimpinan dan strategi sebagai pilar pendukung. Berikutnya diperlukan inisiatif eksternal dan internal, dalam menjaga keberlanjutan orientasi layanan kepada wisatawan. Temuan ini dapat menjadi acuan bagi misi pariwisata berkelanjutan dan penerapan strategi pengembangan kampung wisata di Indonesia.
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