<![CDATA[AbstrakPenelitian ini menganalisis strategi persaingan bisnis glamping dalam meningkatkan tingkat hunian kamar di Gunungkidul, Yogyakarta. Menggunakan pendekatan kualitatif dengan metode studi kasus, penelitian melibatkan 15 informan kunci dari delapan properti glamping. Pengumpulan data dilakukan melalui wawancara mendalam, observasi lapangan, dan studi dokumentasi. Hasil penelitian menunjukkan bahwa keberhasilan bisnis glamping ditentukan oleh integrasi faktor lokasi, pengalaman visual, strategi pemasaran digital, dan personalisasi layanan. Properti premium menunjukkan kinerja lebih baik dengan tingkat hunian 75% dibanding kategori lainnya. Strategi personalisasi layanan terbukti paling efektif dalam meningkatkan kepuasan pelanggan. Penelitian ini berkontribusi pada pengembangan framework analisis persaingan spesifik untuk industri glamping yang mengintegrasikan aspek experiential marketing, digital transformation, dan sustainable tourism.Kata Kunci: Glamping; Strategi Persaingan; Tingkat Hunian; Pariwisata Berkelanjutan; GunungkidulAbstractThis research analyzes the competitive strategy of glamping businesses in improving room occupancy rates in Gunungkidul, Yogyakarta. Using a qualitative approach with case study method, the research involved 15 key informants from eight glamping properties. Data collection was conducted through in-depth interviews, field observations, and documentation study. Results show that glamping business success is determined by the integration of location factors, visual experience, digital marketing strategy, and service personalization. Premium properties showed better performance with 75% occupancy rates compared to other categories. Service personalization strategy proved most effective in improving customer satisfaction. This research contributes to the development of a specific competitive analysis framework for the glamping industry that integrates aspects of experiential marketing, digital transformation, and sustainable tourism.Keywords: Glamping; Competitive Strategy; Occupancy Rate; Sustainable Tourism; Gunungkidul]]>
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