DESTINATION MANAGEMENT STRATEGIES FOR BUILDING TOURIST LOYALTY AT WADUK DARMA

Abstract

Destination management is a key factor in enhancing regional tourism competitiveness, particularly in fostering sustainable tourist loyalty. Waduk Darma, one of the leading tourist destinations in Kuningan Regency, has considerable natural and recreational potential but continues to face challenges in encouraging repeat visits. This study aims to analyze the destination management strategies implemented at Waduk Darma, examine tourists' perceptions of their visiting experiences, and formulate strategic implications for strengthening tourist loyalty. The research adopts an exploratory qualitative case study approach without hypothesis testing. Data were collected through in-depth interviews, field observations, and documentation. Informants, including destination managers, tourists, and relevant stakeholders, were selected purposively based on the relevance of the required information. Data were analyzed through data reduction, narrative and matrix-based data presentation, and systematic conclusion drawing. The findings reveal that destination management strategies at Waduk Darma focus on managing natural attractions, improving supporting facilities, enhancing tourism services, and creating positive visitor experiences. Tourist loyalty is primarily shaped by satisfaction with the destination atmosphere, facility comfort, and service quality. The study concludes that integrated destination management strategies centered on visitor experience play a significant role in strengthening tourist loyalty and supporting the sustainable development of Waduk Darma as a regional tourism destination.