<![CDATA[This study aims to design a change management strategy at Batik PRINGMAS through the application of the ADKAR model in the development of culture-based thematic tourism packages. A qualitative approach with a case study design was employed, utilizing in-depth interviews, field observations, and documentation as data collection methods. The ADKAR model, consisting of five stages Awareness, Desire, Knowledge, Ability, and Reinforcement is used to manage organizational change and foster greater community involvement. The study reveals how the ADKAR model can address existing resistance to change, as well as shape behaviors that support operational transformation at Batik PRINGMAS, from a batik gallery to a cultural tourism destination that integrates culture, nature, and local community. The findings show that Batik PRINGMAS holds significant potential to become an authentic cultural tourism destination, with the development of three main tourism packages Interactive Batik Workshop, River Adventure, and Batik Costume Experience that offer a compelling and authentic tourism experience. This transformation also involves building the capacity of local human resources in destination management, as well as fostering inclusive and participatory decision-making processes, enabling sustainability in tourism development. This research provides new insights into how the ADKAR model can be applied in community-based tourism contexts and offers practical recommendations for SMEs in managing resistance to change and creating sustainable socio-cultural value.]]>
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