<![CDATA[This study examines the implications of mass tourism for sustainable tourism in the Wae Rebo Cultural Village using the Importance Performance Analysis (IPA) approach. The research aims to analyze the impacts of mass tourism on the economic, socio-cultural, and environmental dimensions of sustainability while identifying management priorities to support sustainable destination development. Data were collected from local community perceptions and analyzed by comparing the importance and performance of each indicator. The findings indicate that mass tourism contributes positively to the local economy, with economic well-being achieving performance levels close to community expectations. However, increased tourism activities also influence socio-cultural conditions, particularly through the dominance of mass tourism and changes in community social life. Environmental issues emerged as the greatest concern, with environmental pressure, infrastructure pressure, and overcrowding showing the largest performance gaps. Based on the IPA results, management priorities include controlling visitor intensity and tourist density, reducing environmental pressure, improving infrastructure capacity, and addressing overcrowding through sustainable destination management. Recommended strategies include implementing a quota-based reservation system aligned with carrying capacity, strengthening environmentally friendly infrastructure and waste management, and providing continuous visitor education on cultural and environmental conservation. This study contributes to the literature by integrating mass tourism and sustainable tourism within a single analytical framework, offering practical guidance for policymakers and destination managers in achieving balanced and sustainable tourism development.]]>
