Evaluasi Keberlanjutan Program Wisata Kesehatan di Desa Wisata Tanjung Pasca Re-branding

Nazhifah Rachma Azzahra, Dr.Tular Sudarmadi, M.A.

2026 | Skripsi | PARIWISATA

Desa Wisata Tanjung di Kabupaten Sleman melakukan re-branding pada tahun 2023 dari desa wisata berbasis budaya menjadi Traditional Healing and Relaxing Tourism Village. Konsep tersebut dikembangkan dengan memanfaatkan potensi lokal berupa tanaman herbal, jamu tradisional, pijat tradisional, serta nilai sejarah dan budaya masyarakat. Penelitian ini bertujuan untuk mengevaluasi keberlanjutan program-program wisata kesehatan yang dikembangkan di Desa Wisata Tanjung pasca re-branding. Penelitian ini menggunakan pendekatan kualitatif deskriptif evaluatif dengan kerangka evaluasi Plan-Do-Check-Act (PDCA). Data dikumpulkan melalui observasi, wawancara semi-terstruktur, dan dokumentasi terhadap sembilan informan yang dipilih menggunakan teknik purposive sampling. Hasil penelitian menunjukkan bahwa Desa Wisata Tanjung mengembangkan lima program wisata kesehatan, yaitu kebun tanaman herbal, paket wisata kesehatan, Festival Traditional Healing and Relaxing Tourism, sertifikasi ahli pijat tradisional, dan kafe jamu. Program kebun tanaman herbal, paket wisata kesehatan, dan festival telah dilaksanakan, sedangkan program sertifikasi ahli pijat tradisional dan kafe jamu masih berada pada tahap perencanaan. Keberlanjutan program dipengaruhi oleh belum adanya pembagian tugas pengelolaan yang jelas, belum tersusunnya prosedur operasional, keterbatasan promosi, belum terintegrasinya antarprogram, keterbatasan pendanaan, serta keterbatasan waktu pengelola yang masih memiliki pekerjaan utama di luar pengelolaan desa wisata. Temuan penelitian menunjukkan bahwa Desa Wisata Tanjung memiliki potensi lokal yang mendukung pengembangan wisata kesehatan. Namun, keberlanjutan program memerlukan penguatan sistem pengelolaan agar seluruh program dapat dijalankan secara terpadu dan berkelanjutan.

Tanjung Tourism Village in Sleman Regency underwent a re-branding initiative in 2023, transforming from a culture-based tourism village into a Traditional Healing and Relaxing Tourism Village. The new concept was developed by utilizing local resources, including herbal plants, traditional herbal medicine, traditional massage, and the community's historical and cultural heritage. This study aims to evaluate the sustainability of the health tourism programs developed following the village's re-branding. A descriptive evaluative qualitative approach was employed using the Plan-Do-Check-Act (PDCA) evaluation framework. Data were collected through observations, semi-structured interviews, and document analysis involving nine purposively selected informants. The findings indicate that Tanjung Tourism Village has developed five health tourism programs, namely an herbal garden, health tourism packages, the Traditional Healing and Relaxing Tourism Festival, traditional massage therapist certification, and a herbal café. The herbal garden, health tourism packages, and festival have been implemented, while the traditional massage therapist certification and herbal café remain at the planning stage. The sustainability of these programs is influenced by unclear managerial responsibilities, the absence of standardized operating procedures, limited promotional activities, insufficient integration among programs, funding constraints, and the limited availability of tourism managers, who continue to maintain primary occupations outside the tourism village. The findings suggest that Tanjung Tourism Village possesses considerable local potential to support the development of health tourism; however, sustaining these programs requires strengthening the destination management system to ensure that all programs can be implemented in an integrated and sustainable manner.

Kata Kunci : Desa Wisata Tanjung, Traditional Healing and Relaxing Tourism, re-branding, PDCA