<![CDATA[This study aims to analyze the management strategy for Dewaruci Beach in Jatimalang, Purworejo Regency, as a leading tourism asset along the southern coastline. The tourism sector holds significant potential for improving community welfare and serving as a source of foreign exchange. However, in its development, Jatimalang Beach still faces operational challenges such as waste management, visitor safety standards, and vendor resistance regarding relocation policies. This study used a qualitative approach with descriptive methods. Data were collected through participant observation conducted from February to May 2026, in-depth interviews with 15 key informants from the Youth, Sports, and Tourism Agency (Dinporapar) and the community, and documentation studies. Analysis was conducted using the operational effectiveness theory of Robert H. Hayes and Steven Wheelwright. The results indicate that the management strategy for Jatimalang Beach is in transition from Stage 2 (Externally Neutral) to Stage 3 (Internally Supportive). Administratively and physically, management is well underway, with the presence of the Dewaruci Statue as its icon, boosting brand awareness. However, daily operational implementation remains weak, particularly in risk management and local human resource services. This study recommends integrating transportation with YIA Airport, strengthening disaster mitigation through breakwater construction, consistent safety audits, and standardizing services and prices at the business level to increase the destination's competitiveness. Keywords: Management Strategy, Jatimalang Beach, Tourism, Hayes & Wheelwright.]]>
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