PERAN STRATEGIS SDM DALAM MENINGKATKAN DAYA SAING PARIWISATA BERKELANJUTAN DI WILAYAH PESISIR CARITA, BANTEN
Sari
ABSTRAK
Penelitian ini bertujuan untuk menganalisis peran strategis pengembangan sumber daya manusia (SDM) dalam meningkatkan daya saing industri pariwisata, khususnya di kawasan pesisir Carita, Kabupaten Pandeglang. Transformasi industri pariwisata pasca-pandemi dan percepatan digitalisasi menuntut penguatan kapasitas SDM yang adaptif, profesional, dan berbasis keberlanjutan. Penelitian ini menggunakan pendekatan kualitatif deskriptif melalui wawancara mendalam, FGD, dan studi dokumentasi terhadap 15 informan kunci dan 20 peserta diskusi kelompok. Analisis data dilakukan secara tematik dengan bantuan perangkat lunak NVivo 14. Hasil penelitian menunjukkan bahwa kesenjangan kompetensi SDM antara wilayah perkotaan dan kawasan pesisir menjadi hambatan utama dalam pengelolaan destinasi wisata. Meskipun tersedia infrastruktur wisata yang memadai, rendahnya literasi digital, keterampilan pelayanan, dan akses pelatihan menyebabkan kualitas layanan belum optimal. Strategi penguatan SDM yang kolaboratif melibatkan pemerintah, industri, dan komunitas serta pendekatan pelatihan berbasis proyek dan digitalisasi kontekstual terbukti mampu meningkatkan kapasitas dan partisipasi masyarakat lokal. Temuan ini menegaskan pentingnya penyelarasan program pelatihan dengan kebutuhan lokal, serta perlunya model pembangunan SDM pariwisata yang inklusif, digital, dan berbasis komunitas sebagai fondasi menuju destinasi wisata berdaya saing dan berkelanjutan.
Kata kunci: Sumber Daya Manusia, Daya Saing Destinasi, Pariwisata Pesisir, Digitalisasi, Pemberdayaan Komunitas.
ABSTRACT
This study aims to analyze the strategic role of human resource (HR) development in enhancing the competitiveness of the tourism industry, particularly in the coastal area of Carita, Pandeglang Regency. The post-pandemic transformation of the tourism sector and the acceleration of digitalization demand the strengthening of HR capacity that is adaptive, professional, and sustainability-oriented. A descriptive qualitative approach was employed through in-depth interviews, focus group discussions (FGDs), and document analysis involving 15 key informants and 20 FGD participants. Data were analyzed thematically using NVivo 14 software. The findings reveal that competency gaps between urban and coastal areas pose significant challenges to effective destination management. Although tourism infrastructure is relatively adequate, limited digital literacy, service skills, and training access hinder the optimization of service quality. Collaborative HR strengthening strategies—engaging government, industry, and communities—combined with project-based training and contextual digitalization have proven effective in enhancing local community capacity and participation. These findings underscore the need for aligning training programs with local needs and highlight the importance of inclusive, digitally adaptive, and community-based HR development models as a foundation for building competitive and sustainable tourism destinations.
Keywords: Human Resources, Destination Competitiveness, Coastal Tourism, Digitalization, Community Empowerment
Kata Kunci
Referensi
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DOI: https://doi.org/10.31294/par.v12i2.26981
