Penerapan Kearifan Lokal dalam Strategi Manajemen Hotel: Studi Kasus Hotel Santika Premiere Dyandra Hotel & Convention dalam Mendukung Pariwisata Berkelanjutan di Sumatera Utara

Abstract

The regional income that is very supportive is Tourism, where sustainable tourism requires hotel industry players to not only focus on economic aspects, but also consider cultural preservation and empowerment of local communities. This study aims to analyze how Hotel Santika in North Sumatra applies local wisdom in its management strategy as part of its contribution to sustainable tourism development. A qualitative approach was used in this study, with a case study method and data collection techniques in the form of observation, in-depth interviews, and documentation. The results of the study show that Hotel Santika integrates local cultural values through interior design with a touch of Batak ethnicity, serving traditional North Sumatran cuisine, and training staff to apply service values based on local hospitality. In addition, the hotel also collaborates with MSMEs and local arts communities to support the economy of the surrounding community. This strategy has been proven to increase the attractiveness of the hotel in the eyes of tourists and strengthen the cultural identity of the region. Where this study is expected that the application of local wisdom in hotel management strategies will not only increase business competitiveness, but also support the creation of a sustainable and inclusive tourism ecosystem in North Sumatra.