Pengembangan Konsep “Home-Away-from-Home” Berbasis Experience Hospitality pada CBG Inn and Villas Solo
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Abstract
Perkembangan pariwisata modern memicu pergeseran preferensi wisatawan dari akomodasi formal menuju penginapan berbasis pengalaman emosional (experience-based hospitality). Penelitian ini bertujuan untuk menganalisis dan mendeskripsikan secara komprehensif pengembangan konsep home-away-from-home” di CBG Inn and Villas Solo melalui integrasi tiga pilar strategis, yaitu mendefinisikan homestay sebagai ruang emosional (Define), merancang atmosfer ruang berbasis experiencescape (Design), serta menguatkan layanan personal melalui pendekatan humanis-empatik (Develope). Menggunakan metode kualitatif dengan pendekatan fenomenologi, penelitian ini menggali esensi pengalaman hidup (lived experience) pengelola, staf operasional, dan tamu repeater. Hasil penelitian menunjukkan bahwa sinergi antara dimensi fisik (servicescape) yang cozy dan dimensi sosial-psikologis (emotional hospitality) berhasil menumbuhkan keterikatan emosional (place attachment) yang mendalam pada wisatawan. Pola integrasi multidimensional ini mentransformasikan fungsi homestay dari tempat bermalam komersial menjadi ruang domestik sementara yang aman, akrab, dan personal layaknya rumah sendiri, yang secara empiris dibuktikan oleh tingginya loyalitas kunjungan ulang.
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