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All Journal JMM (Jurnal Masyarakat Mandiri) SELAPARANG: Jurnal Pengabdian Masyarakat Berkemajuan KACANEGARA Jurnal Pengabdian pada Masyarakat Jurnal HUMMANSI (Humaniora, Manajemen, Akuntansi) JURNAL PENGABDIAN MASYARAKAT AKADEMISI Jurnal Manuhara: Pusat Penelitian Ilmu Manajemen Dan Bisnis Seminar Nasional Teknologi dan Multidisiplin Ilmu Jurnal Pengabdian Masyarakat Indonesia (JPMI) International Conference on Digital Advanced Tourism, Management, and Technology
Gana Wuntu
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Religion Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Medicine & Pharmacology Nursing Public Health Social Sciences Other

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Multi-Faktor Penyebab Penurunan Kunjungan Wisatawan ke Kabupaten Magelang: Analisis Kebijakan Pengelolaan Candi Borobudur, Diversifikasi Produk Wisata, dan Keberlanjutan Lingkungan Haniek Listyorini; Pranoto Pranoto; Gana Wuntu
Jurnal Manuhara : Pusat Penelitian Ilmu Manajemen dan Bisnis Vol. 4 No. 3 (2026): Jurnal Manuhara: Pusat Penelitian Ilmu Manajemen dan Bisnis
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/manuhara.v4i3.2705

Abstract

Magelang Regency, home to Borobudur Temple, a UNESCO World Heritage site, experienced a downward trend in tourist visits that began in 2024 and did not fully recover until 2026. Data shows a decline from 3.4 million visits in 2023 to 2.5 million visits in 2024, followed by stagnation in visits during Eid al-Fitr 2026, with only slight growth compared to Eid al-Fitr 2025 (Kompas Regional, 2026; Emiten News, 2026). This study aims to qualitatively and descriptively analyze six interacting determinants of this trend: the policy of restricting visits and regulations for Borobudur management, the increase in entrance fees, the mandatory use of upanat sandals, limited diversification of tourism products, the readiness of tourism human resources (HR), and environmental degradation due to the increase in motorized transportation. The research employed a qualitative case study approach with triangulation of primary data sources (in-depth interviews with tourism stakeholders) and secondary data (statistics from the Central Statistics Agency, policy documents, verified media coverage, and scientific literature published in 2021–2026). The results indicate that the decline in visits is multi-causal and systemic: the Borobudur conservation policy has strong scientific justification, but its implementation has not been balanced by public communication strategies and diversification of the tourism economy in the surrounding area. This study recommends an integrated destination management model that combines pricing policy reform, strengthening alternative tourism products, increasing human resource capacity, and environmentally friendly transportation as a way out of the single-minded dependence on a single tourist icon.
Co-Authors Aswan, Mukhamad Kholil Aurilia Triani Aryaningtyas Dara Ninggar Febriani Haniek Listyorini Idah Kusuma Dewi Marhendi, Mengku Mengku Marhendi Mochamad Miswanto Gunawan Pranoto Hadi Prayitno Pranoto Pranoto Pranoto Pranoto Renny Aprilliyani Sapto Supriyanto Solichoel Solichoel Solichoel Solichoel Suwarti Suwarti Tutik Tutik Tutik Tutik