<![CDATA[The rapid development of digital platform-based tourism transactions in Indonesia offers convenience in accessing services, but simultaneously creates complex legal issues such as information mismatch, unilateral cancellations, delayed refunds, and the inclusion of exculpatory clauses that harm consumers. This study aimed to analyze the implementation and optimization of legal protection for consumers in digital platform-based tourism transactions and to examine the legal liability of tourism platform operators in Indonesia. The study employed a normative legal research method using statutory and conceptual approaches. Data were collected through library research by examining primary, secondary, and tertiary legal materials, and analyzed qualitatively. The findings indicated that consumer protection in digital tourism has established a normative foundation under the Consumer Protection Law, the ITE Law, the Tourism Law, and the Personal Data Protection Law, where exculpatory clauses limiting business liability are null and void by law. The legal liability of business operators is based on the presumption of liability and strict liability principles, encompassing civil, administrative, and criminal responsibilities. To optimize legal protection and the efficiency of digital dispute resolution, regulatory strengthening and the comprehensive integration of Online Dispute Resolution (ODR) mechanisms into digital platforms are required. Perkembangan pesat transaksi pariwisata berbasis platform digital di Indonesia menawarkan kemudahan dalam pemesanan layanan, namun di sisi lain menimbulkan berbagai persoalan hukum seperti ketidaksesuaian informasi, pembatalan sepihak, keterlambatan refund, serta pencantuman klausula baku yang merugikan konsumen. Penelitian ini bertujuan untuk menganalisis penerapan dan optimalisasi perlindungan hukum bagi konsumen dalam transaksi pariwisata berbasis platform digital serta menguraikan bentuk tanggung jawab hukum pelaku usaha platform pariwisata di Indonesia. Penelitian ini menggunakan metode penelitian hukum normatif dengan pendekatan undang-undang dan konseptual. Data diperoleh melalui studi kepustakaan terhadap bahan hukum primer, sekunder, dan tersier yang dianalisis secara kualitatif. Hasil penelitian menunjukkan bahwa perlindungan konsumen pariwisata digital telah memiliki landasan normatif melalui Undang-Undang Perlindungan Konsumen, UU ITE, UU Kepariwisataan, dan UU Perlindungan Data Pribadi, di mana penggunaan klausula baku yang mengalihkan tanggung jawab pelaku usaha dianggap batal demi hukum. Tanggung jawab hukum pelaku usaha didasarkan pada prinsip praduga selalu bertanggung jawab dan tanggung jawab mutlak yang mencakup tanggung jawab perdata, administratif, hingga pidana. Guna mengoptimalkan perlindungan hukum dan efektivitas penyelesaian sengketa digital, diperlukan penguatan regulasi serta integrasi mekanisme Online Dispute Resolution (ODR) pada platform digital secara komprehensif. ]]>
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