LEVERAGING DIGITAL TRANSFORMATION FOR SUSTAINABLE TOURISM: A CASE STUDY OF THE HOSPITALITY SECTOR IN NORTH LOMBOK
DOI:
https://doi.org/10.58258/28q6ve27Keywords:
digital transformation, sustainable tourism, hospitality, North Lombok, room occupancy rateAbstract
This research explores the implementation of digital transformation in the hospitality sector in North Lombok as an effort to promote sustainable tourism. Using a quantitative descriptive method with a case study approach, data were collected through secondary data analysis from the Central Statistics Agency of West Nusa Tenggara Province, North Lombok Tourism Office, and documentation studies of the digital presence of hotels in North Lombok through online booking platforms and social media. The results show that digitalization has a significant impact on hotel performance in North Lombok. The Room Occupancy Rate (ROR) of star-rated hotels reached 38.42% in December 2024, while non-star hotels recorded 25.74%. The number of guests staying at star-rated hotels reached 98,722 people, an increase of 10.93% compared to November 2024. Online booking platforms such as Booking.com and Traveloka, social media, and digital hotel management systems have proven to increase accessibility, visibility, and operational efficiency. Despite this, significant challenges are still faced by small hotels in terms of technology access and human resource training. This research recommends increasing local government support in digital infrastructure and digital literacy programs to accelerate digital transformation in the North Lombok hospitality sector and support sustainable tourism development.
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