Pengembangan Wellness Tourism Berdasarkan Preferensi Wisatawan di The Lodge Maribaya Kecamatan Lembang, Bandung, Jawa Barat

Abstract

The Lodge Maribaya memiliki aktivitas wisata kesehatan yang masih rendah peminatnya sehingga penelitian ini dilakukan untuk menarik minat pengunjung melalui langkah pengembangan. Secara spesifik tujuan penelitian yaitu mengidentifikasi komponen 5A (atraksi, aksesibilitas, amenitas, akomodasi, aktivitas) di The Lodge Maribaya, menganalisis persepsi dan kesiapan pengelola terhadap rencana pengembangan, juga persepsi dan preferensi wisatawan, serta merancang program wisata kesehatan. Metode kualitatif dan kuantitatif diterapkan dengan pengambilan data melalui observasi, studi literatur, wawancara, dan kuesioner. Hasil penelitian menunjukkan bahwa komponen 5A di The Lodge Maribaya sudah tersedia dan mendukung konsep wisata kesehatan. Pengelola setuju dan siap dengan adanya pengembangan wisata kesehatan. Aktivitas unggulan berdasarkan preferensi wisatawan yaitu yoga, pijat tradisional, organic farm-to- table experience, hand bouquet, dan forest bathing. Program wisata yang dirancang yakni “Relaxing Walks in Nature”, “Soul in Bloom” dan “Teduh Jiwa”.

The Lodge Maribaya has wellness tourism activities that are still low in demand so this research was conducted to attract visitors through development steps. Specifically, the research objectives are to identify the 5A components (attractions, accessibility, amenity, accommodation, activities) at The Lodge Maribaya, analyze the perceptions and readiness of managers towards the development plan, as well as the perceptions and preferences of tourists, and design a wellness tourism program. Qualitative and quantitative methods were applied with data collection through observation, literature study, interviews, and questionnaires. The results showed that the 5A components at The Lodge Maribaya are available and support the concept of wellness tourism. Managers agree and are ready with the development of wellness tourism. The top activities based on tourist preferences are yoga, traditional massage, organic farm-to-table experience, hand bouquet, and forest bathing. The tourism programs designed are “Relaxing Walks in Nature”, “Soul in Bloom” and “Teduh Jiwa”.