<![CDATA[This study aims to identify and analyze the position of the Grilled Fish Culinary Center in the Blimbingsari Beach area based on Butler's Theory, namely Tourism Area Life Cycle (TALC). This area was previously the first destination to use the concept of coastal grilled fish culinary on Banyuwangi beach, but in recent years it has experienced a significant decline in its appeal due to the lack of innovation and competition from other similar destinations. This study uses a descriptive qualitative approach with observation methods, in-depth interviews, and real-time documentation collection. The results of the study indicate that the Grilled Fish Culinary Center is in the decline phase, marked by a decrease in the number of visitors, low sales of grilled fish culinary, minimal updates to existing supporting facilities, and weak promotional strategies used. However, there is an initiative from the village government to revitalize by adding new facilities such as traditional street food stall areas and planning additional attractions that are expected to change from the decline phase to the rejuvenation phase. This study suggests the need for synergy between business actors, government, and academics to create sustainable innovation in the management of Blimbingsari Beach grilled fish culinary destinations so that they can compete again and become part of sustainable tourism in Banyuwangi area.]]>
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