ANALYSIS OF CHSE-BASED TOURISM MANAGEMENT AS POST-PANDEMIC TOURIST DESTINATION AT BALEKAMBANG BEACH, MALANG

Abstract

The Ministry of Tourism and Creative Economy has issued directives to
regions in Indonesia to adhere to the CHSE protocol standards, namely
Cleanliness, Health, Safety & Environment Sustainability, in order to curb
the spread of Covid-19 in Indonesia, particularly in the tourism sector . The
purpose of implementing CHSE-based tourism destination management is to
formulate operational tourism strategies that can be implemented in affected
areas, including South Malang such as Balekambang Beach in Malang
Regency. The research method used is SWOT analysis using the ISTA
(Indonesia Sustainable Tourism Award) assessment indicators. Regulated by
Minister of Tourism Regulation No. 14, ISTA outlines sustainable
destinations. Balekambang Beach will be evaluated using ISTA assessment
indicators to identify existing criteria in terms of infrastructure, organization,
and supporting facilities. Any deficiencies can be developed or improved
upon. The analysis of strengths, weaknesses, opportunities, and threats is
based on SWOT analysis. The tourism management at Balekambang Beach
falls within quadrant 1 (+, +), indicating a strong and progressive situation.
The necessary strategy to be implemented is to maintain and create
operational patterns based on sustainable health protocols. The
implementation of an aggressive strategy (SO) focusing on marketing and
broad segmentation is still feasible, although Balekambang Beach has a low
level of competitiveness.