ANALISIS STRATEGI PENGELOLAAN DAYA TARIK WISATA BALI FARM HOUSE DALAM MENINGKATKAN KEPUASAN PENGUNJUNG GENERASI Z

Abstract

Bali Farm House tourist attraction is a newly developed educational and agricultural tourist destination in Buleleng, Bali. Although it has great potential and attractions that match Generation Z preferences, such as interaction activities with animals, instagramable landscapes, and agricultural learning, there are still complaints related to services, facilities, and tourist experiences that have not been maximized. This study aims to analyze the management of the Bali Farm House tourist attraction as well as the strategies applied in increasing the satisfaction of Generation Z visitors. This research uses a descriptive qualitative approach with management theory (Planning, Organizing, Actuating, Controlling) to examine management aspects and SWOT analysis to develop management strategies. Data were collected through in-depth interviews, field observations, documentation, and literature studies. Informants were selected using purposive sampling and snowball sampling techniques, consisting of managers and Generation Z visitors.

The results showed that the management of Bali Farm House tourist attraction has shown positive initiatives in planning and implementing educational attractions, but there are still weaknesses in the aspects of supervision and organization. The management strategy prepared through SWOT analysis produces a combination of S-O and W-O strategies, such as improving the quality of human resources, adding supporting facilities, and strengthening targeted digital promotions. This strategy is expected to create a better tourism experience and increase visitor satisfaction, especially Generation Z.