Management of Economic Sustainability at Amarta Retreat & Recreation as a Part of Sustainable Tourism Development

Abstract

The number of domestic and foreign tourist visits to Bali has decreased significantly during the Covid-19 period. Amarta Retreat & Recreation is one of the tourist destinations in the form of a resort located in Tabanan, Bali which has a tendency to decrease the number of tourists and the occupancy rate of bamboo villas in 2020 and 2021. Based on this problem, business management needs to be analyzed according to sustainable tourism indicators, especially the economic aspect because of the impact Covid-19. This study uses a qualitative approach, with data collection techniques of interviews, observations, document studies, and focus group discussions (FGD). Based on interactive model data analysis activities with the NVivo 12 Plus analysis tool, the results of research that focus on five indicators of the economic aspects of sustainable tourism, namely maintaining tourist satisfaction, walking routes in resorts, providing various experiences, marketing for sustainable tourism, and protecting destination image have been able to well implemented by the manager of Amarta. There are several aspects of the indicators that must be improved, namely the development of a system for managing comments and feedback from tourists, developing travel routes within the resort by developing tour package products, improving website performance as a marketing tool, optimizing strategies for the rebranding process, and considering brand protection as a intellectual property.