<![CDATA[This study aims to assess the adequacy of legal regulations concerning business operators’ liability in the event of accidents and to analyse the effectiveness of consumer legal protection through the fulfilment of service and safety standards in high-risk jeep tourism. The background of this study lies in the increasing growth of extreme adventure tourism activities, particularly the Jeep Lava Tour Merapi, which poses significant risks to tourist safety, while the implementation of safety standards in practice remains inconsistent despite being regulated by legislation. The urgency of this research arises from the gap between legal norms and their implementation, which may lead to legal uncertainty and weaken consumer protection. This study employs a normative-empirical method with a positive law approach, based on the analysis of primary and secondary legal materials as well as empirical data obtained through interviews with associations and jeep tourism operators. The results indicate that business operators have implemented Standard Operating Procedures (SOPs) and complied with general consumer protection provisions; however, protection remains suboptimal due to the absence of binding off-road safety technical standards and weak governmental oversight. It is concluded that the existing legal framework has not yet fully adapted to the characteristics of high-risk tourism. The novelty of this study lies in its integrative normative-empirical analysis that examines both the adequacy of regulations and the effectiveness of consumer protection implementation in the operational context of off-road jeep tourism. Penelitian ini bertujuan menilai kecukupan pengaturan hukum mengenai tanggung jawab pelaku usaha ketika terjadi kecelakaan serta menganalisis efektivitas perlindungan hukum konsumen melalui pemenuhan standar layanan dan keselamatan pada wisata jeep berisiko tinggi. Latar belakang penelitian ini adalah meningkatnya aktivitas wisata petualangan ekstrem, khususnya Jeep Lava Tour Merapi, yang memiliki risiko tinggi terhadap keselamatan wisatawan, sementara penerapan standar keselamatan di lapangan masih bervariasi meskipun telah diatur dalam peraturan perundang-undangan. Urgensi penelitian terletak pada adanya kesenjangan antara norma hukum dan implementasi, yang berpotensi menimbulkan ketidakpastian hukum serta melemahkan perlindungan konsumen. Penelitian menggunakan metode normatif-empiris dengan pendekatan hukum positif, melalui analisis bahan hukum primer dan sekunder serta data empiris hasil wawancara dengan asosiasi dan pelaku usaha wisata jeep. Hasil penelitian menunjukkan bahwa pelaku usaha telah menerapkan SOP dan memenuhi ketentuan umum perlindungan konsumen, namun perlindungan belum optimal karena ketiadaan standar teknis keselamatan off-road yang mengikat dan lemahnya pengawasan pemerintah. Disimpulkan bahwa kerangka hukum yang ada belum sepenuhnya adaptif terhadap karakter wisata berisiko tinggi. Kebaruan penelitian ini terletak pada analisis integratif normatif-empiris yang menguji kecukupan regulasi sekaligus efektivitas implementasi perlindungan konsumen dalam konteks operasional wisata jeep off-road. ]]>
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