OPTIMALISASI PERAN SDM DALAM MENCIPTAKAN NILAI PELANGGAN MELALUI PENDEKATAN SERVICE-DOMINANT LOGIC PARIWISATA VENUE BONTEAN BALIGE

Abstrak

This study aims to analyze the optimization of Human Resource (HR) roles in creating customer value in the tourism industry, specifically at the Bontean venue in Balige, through the Service-Dominant Logic (SDL) approach. SDL is a theory that emphasizes the importance of collaboration between service providers and customers in creating value. In the context of tourism, the role of HR is crucial in providing a satisfying experience for customers, which in turn enhances customer satisfaction and loyalty. This research uses a qualitative method with a case study approach, involving in-depth interviews and observations at the Bontean venue in Balige. The findings show that the role of HR in enhancing customer value at tourism venues is strongly influenced by competencies, interpersonal skills, and positive attitudes in interacting with visitors. Furthermore, the application of SDL principles in interactions with customers can create more personalized experiences and strengthen emotional connections, contributing to the creation of higher value. Thus, optimizing the role of HR in tourism is crucial for improving service quality and creating memorable experiences for customers. This study provides insights for tourism destination managers in developing effective human resource strategies to create higher customer value through the SDL approach.