THE ROLE OF UMKM IN INCREASING TOURIST VISITS AT THE SITU CIPONDOH TOURISM DESTINATION, TANGERANG CITY, BANTEN PROVINCE, INDONESIA

Abstract

This research aims to determine the role of Micro, Small, and Medium Enterprises (MSMEs) in increasing tourist visits to the Situ Cipondoh destination, Tangerang City, Banten Province, Indonesia. Even though Situ Cipondoh has great tourism potential, tourist visits must be more optimal. This research fills the knowledge gap by analyzing the roles and strategies that MSMEs can use to support tourism development in Situ Cipondoh. A qualitative approach was used in this research, involving interviews, direct observation, and analysis of related documents. The research results show that MSMEs are essential in improving infrastructure, facilities, promotion, and tourism services around Situ Cipondoh. The active participation of MSMEs in infrastructure development has increased the accessibility and quality of the tourist environment. Also, through creative promotions and collaboration with travel agents, MSMEs have increased tourist awareness and interest in Situ Cipondoh. This research also highlights the importance of empowering MSMEs to develop sustainable tourism. By strengthening sustainable business models and building awareness about sustainable tourism practices, MSMEs can become agents of change that support environmental sustainability and social welfare. Local governments and related stakeholders need to implement policies and programs that support the development of MSMEs in the tourism sector. MSMEs can be the main driving force for tourism transformation, creating positive economic and social impacts for local communities and enriching the experience of visiting tourists.

Keywords: Role of MSMEs, Infrastructure Development, Promotion, Empowerment, Welfare

DOI: 10.7176/JTHS/66-06

Publication date: May 31^st 2024