<![CDATA[AbstractTourism industry in Indonesia is currently recovering from the devastating impact of the COVID-19 pandemic. The majority of experts, at 46.15%, believe that the development of quality and innovative tourism destinations that meet consumer expectation plays a crucial role in the future growth of the tourism sector. Emphasizing the preservation and development of local culture is crucial to enhance tourists’ consumer experiences and make them more authentic and meaningful. Experts promote sustainability and environmental responsibility in development of tourism, strengthening education and public awareness of sustainable, quality, and regenerative tourism to preserve Indonesia’s tourism sustainability. SAUNG ANGKLUNG UDJO (SAU) is a cultural gem in West Java, Indonesia, that offers a unique blend of traditional Sundanese arts. Visitors can immerse themselves in angklung performances, participate in angklung production workshops, and even purchase bamboo craft merchandise from the store. In an effort to promote the sustainability of angklung and bamboo merchandise production, the SAU partners with local craftsmen within the SAU area. As the post-Covid19 pandemic recovery progresses, the contribution of bamboo crafts to the SAU merchandise business declines to its lowest point. Each consumer has unique preferences for merchandise products. Through consumer preference research at SAU using the House of Quality method, it is hoped that a meeting point will occur between consumer expectations and product merchandise strategies that can be developed by local artisans around SAU in supporting the growth of a strong and sustainable tourism ecosystem.Keywords: Sustainable Tourism; Consumer Preferences; Bamboo Merchandise; House of QualityAbstrakKondisi pariwisata Indonesia sedang mengalami proses pemulihan setelah pandemi Covid-19. Mayoritas pakar sebesar 46,15% percaya pengembangan destinasi pariwisata berkualitas dan inovatif sesuai dengan ekspektasi pengunjung memiliki peran penting dalam pertumbuhan sektor pariwisata di masa depan. Pelestarian dan pengembangan budaya lokal butuh perhatian sehingga pengalaman konsumen wisatawan menjadi lebih autentik dan bermakna. Pakar mendorong keberlanjutan dan tanggung jawab lingkungan dalam setiap aspek pengembangan aktivitas pariwisata serta memperkuat pendidikan dan pemahaman masyarakat tentang pariwisata berkelanjutan, berkualitas, dan terus melakukan regenerasi dalam kontribusi menjaga kelestarian dan kualitas pariwisata Indonesia. Saung Angklung Udjo adalah destinasi budaya Sunda di Jawa Barat yang menawarkan keunikan khas pertunjukkan angklung, workshop produksi angklung, dan toko suvenir bambu yang dapat dibeli wisatawan. Dalam upaya menunjang keberlangsungan produksi angklung dan suvenir bambu, SAU bermitra dengan pengrajin lokal di sekitar kawasan. Namun seiring pemulihan kondisi dari pandemi Covid19, kontribusi suvenir bambu terus mengalami penurunan di level terendah. Salah satu sebabnya dikarenakan setiap konsumen memiliki preferensi yang berbeda terhadap produk suvenir yang ditawarkan. Melalui penelitian preferensi konsumen wisatawan Saung Angklung Udjo dengan metode House of Quality, diharapkan terjadi titik temu antara ekspektasi konsumen wisatawan dengan strategi suvenir bambu yang mampu dikembangkan perajin di sekitar Saung Angklung Udjo dalam mendukung tumbuhnya ekosistem pariwisata yang kuat dan berkelanjutan.Kata Kunci: Pariwisata Berkelanjutan; Preferensi Konsumen; Suvenir Bambu; House of Quality]]>
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