Strategi Pengelolaan Lumbung Jaya Resort Dalam Akomodasi Berbasis Budaya Di Desa Sebatu, Kecamatan Tegallalang, Kabupaten Gianyar

Abstract

The development of cultural tourism accommodation has become an important strategy for strengthening the competitiveness of Bali's tourism industry while preserving local cultural heritage. This study aims to analyze the management strategy of Lumbung Jaya Resort as a cultural tourism accommodation in Sebatu Village, Tegallalang District, Gianyar Regency. A qualitative descriptive approach was employed using observation, in-depth interviews, and documentation. Informants, including the resort owner, management, staff, local artists, and community representatives, were selected through purposive sampling. Data validity was ensured through source and technique triangulation, while SWOT analysis was used to identify internal and external factors influencing resort management. The formulation of management strategies was further analyzed using the POACM framework, comprising Planning, Organizing, Actuating, Controlling, and Motivation. The findings reveal that the resort's primary strengths include the integration of Balinese cultural values into its architecture, services, and cultural activities, supported by community participation and an authentic rural environment. Limitations in human resource competencies, inconsistent service quality, limited product differentiation, and the risk of cultural commercialization remain significant challenges. The study concludes that strengthening cultural-based human resource development, improving innovative tourism products, optimizing digital marketing, and implementing effective management practices based on the POACM framework are essential for enhancing the resort's competitiveness while ensuring the sustainable preservation of Balinese cultural heritage.