TRANSFORMASI PELAYANAN DIGITAL DALAM PARIWISATA BALI: STUDI KASUS APLIKASI DENPASAR PRAMA SEWAKA
DOI:
https://doi.org/10.23887/jptkundiksha.v21i2.83486Keywords:
pariwisata, transformasi digital, pelayanan digital, kepuasan pelanggan, BaliAbstract
Penelitian ini bertujuan untuk mengisi dan memperluas kekurangan penelitian yang ada tentang bagaimana teknologi dapat meningkatkan kepuasan pelanggan dan memberikan keunggulan kompetitif bagi Bali sebagai destinasi pariwisata dengan transformasi digital. Salah satu inovasi teknologi yang menjadi fokus penelitian adalah layanan pariwisata digital. Pelayanan pariwisata digital sangat penting untuk memperluas hubungan, interaksi, dan kepuasan pelanggan. Penelitian ini dilakukan dengan teknik purposive sampling sebagai metode kualitatif. Informan utama penelitian ini adalah pengembangan aplikasi yang digunakan untuk menerapkan transformasi pelayanan digital. aplikasi ini digunakan oleh Dinas Komunikasi, Informatika, dan Statistik Denpasar, serta pemerintah daerah terkait. Data dikumpulkan melalui observasi partisipatif dan wawancara menyeluruh. Hasil penelitian menunjukkan bahwa Implementasi transformasi digital dalam layanan pariwisata Bali secara signifikan meningkatkan efisiensi dan efektivitas layanan karena penggunaan teknologi digital dan inovasi terkait. Aplikasi pelayanan digital, seperti Denpasar Prama Sewaka, memungkinkan masyarakat mengakses informasi pariwisata dan mengajukan pengaduan secara online, yang mempercepat penyelesaian masalah dan meningkatkan kepuasan Masyarakat. Namun, transformasi digital juga menghadapi hambatan, terutama kurangnya literasi atau edukasi masyarakat tentang penggunaan teknologi digital. Oleh karena itu, diperlukan upaya intensif untuk meningkatkan literasi digital di masyarakat Bali. Untuk mengatasi hambatan tersebut, evaluasi dan pembaharuan yang tepat waktu juga penting. Sektor pariwisata Bali dapat tetap relevan dan meningkatkan layanan kepada wisatawan dengan melakukan evaluasi dan pembaharuan yang sesuai dengan perkembangan teknologi dan kebutuhan pasar. Ini akan memenuhi Sustainable Development Goals (SDGs) dalam mencapai pariwisata berkelanjutan.
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