Persepsi Keberlanjutan Destinasi Wisata di Daerah Istimewa Yogyakarta (DIY) oleh Wisatawan Mancanegara: Studi Netnografi pada Ulasan Daring Tripadvisor

Pandanwangi Ambar Jatiningrum, Widya Paramita, S.E., M.Sc., Ph.D.

2026 | Tesis | S2 Manajemen

Penurunan kunjungan wisatawan mancanegara ke Daerah Istimewa Yogyakarta (DIY), yang kontras dengan tren pertumbuhan pariwisata nasional dan global, mendorong kebutuhan untuk menganalisis persepsi keberlanjutan destinasi (perceived destination sustainability) dari sisi permintaan (demand-side), guna melengkapi pendekatan manajemen keberlanjutan yang selama ini didominasi standar dari sisi penyedia (supply-side). Ketiga dimensi keberlanjutan destinasi wisata, yaitu lingkungan, sosiokultural, dan ekonomi, pada dasarnya merepresentasikan adaptasi kerangka triple bottom line ke dalam konteks manajemen destinasi. Penelitian ini menganalisis persepsi wisatawan mancanegara terhadap keberlanjutan destinasi wisata di DIY pada tiga dimensi tersebut, serta mengidentifikasi dimensi yang paling menonjol. Penelitian menggunakan pendekatan netnografi dengan analisis konten deduktif terhadap 1.587 ulasan daring di TripAdvisor dengan total sebanyak 130.042 kata pada lima destinasi Kawasan Strategis Pariwisata Nasional (KSPN) DIY, yaitu Candi Prambanan, Gunung Merapi, Jalan Malioboro, Gua Jomblang, dan Pantai Parangtritis, mengacu pada kerangka persepsi keberlanjutan.

Hasil penelitian menunjukkan pada dimensi lingkungan, destinasi wisata DIY belum dipersepsikan berkelanjutan oleh wisatawan mancanegara, kecuali apresiasi terhadap keindahan alam Gunung Merapi dan praktik operasional ramah lingkungan di Gua Jomblang. Pada dimensi sosiokultural, destinasi DIY, khususnya Candi Prambanan, dipersepsikan berkelanjutan, meski belum dapat digeneralisasikan ke seluruh destinasi kecuali aspek keramahan masyarakat lokal yang muncul merata. Pada dimensi ekonomi, destinasi DIY cenderung dipersepsikan berkelanjutan meski belum sepenuhnya konsisten, karena masih diiringi kritik terhadap ketidaksetaraan tarif dan kualitas layanan yang belum merata. Secara keseluruhan, tidak ada satu dimensi yang mutlak paling menonjol: dimensi ekonomi unggul dari sisi volume pembahasan, dimensi lingkungan menonjol sebagai sumber ketidakpuasan tertinggi dan paling membutuhkan perbaikan, sementara dimensi sosiokultural menonjol sebagai kekuatan kompetitif destinasi. Temuan ini memberikan implikasi manajerial bagi pengelola destinasi dan pemerintah daerah dalam merumuskan prioritas alokasi sumber daya dan strategi tata kelola keberlanjutan.

The three dimensions of destination sustainability, environmental, sociocultural, and economic, essentially represent an adaptation of the triple bottom line framework to the context of destination management. The decline in international tourist arrivals to the Special Region of Yogyakarta (DIY), contrasting with national and global tourism growth, highlights the need to analyze perceived destination sustainability from the demand side, complementing sustainability management approaches traditionally dominated by supply-side standards. This study analyzes how international tourists perceive the sustainability of tourist destinations in DIY across these three dimensions and identifies which dimension is most prominent. The study employs a netnographic approach with deductive content analysis of 1,587 online reviews with exact amount of 130.042 words on TripAdvisor for five destinations within DIY's National Tourism Strategic Area (KSPN): Prambanan Temple, Mount Merapi, Malioboro Street, Jomblang Cave, and Parangtritis Beach, guided by the framework of perceived sustainability.

On the environmental dimension, DIY's tourism destinations are not yet perceived as sustainable by international tourists, with the exception of appreciation for Mount Merapi's natural beauty and Jomblang Cave's environmentally friendly operational practices. On the sociocultural dimension, particularly Prambanan Temple, are perceived as sustainable, although this cannot yet be generalized across all destinations, with the exception of the consistently positive perception of local community hospitality. On the economic dimension, DIY's destinations tend to be perceived as sustainable, though not yet fully consistently so, given persisting criticism of pricing inequality and uneven service quality. Overall, no single dimension is unambiguously the most prominent: the economic dimension leads in discussion volume, the environmental dimension stands out as the leading source of dissatisfaction and is most in need of improvement, while the sociocultural dimension stands out as a competitive strength. These findings offer managerial implications for destination managers and local government in formulating resource allocation priorities and ESG-based sustainability governance strategies.

Kata Kunci : persepsi keberlanjutan, wisatawan mancanegara, netnografi, analisis konten, TripAdvisor, Daerah Istimewa Yogyakarta