<![CDATA[This study aims to evaluate the role of tourism businesses in the Mandalika Special Economic Zone (KEK) in supporting sustainable tourism through digital innovation and hospitality services. The background of this study is the challenge of the gap between sustainable policies and practices in the field, low local community involvement, and the socio-cultural and environmental risks of large-scale tourism development. The study used a qualitative descriptive approach using interviews, observation, and documentation techniques with tourism businesses, including hotels, travel agents, restaurants, and other related parties. The results show that digital innovations, such as operational digitisation, green tourism promotion, and strengthening local partnerships, have supported the efficiency and sustainability of the tourism sector. Meanwhile, sustainable hospitality services are reflected in environmental conservation practices, socio-economic community involvement, and tourist education. These findings confirm that businesses in the Mandalika SEZ are not only oriented towards economic profit but also play a role as agents of change towards inclusive, responsible, and sustainable tourism.]]>
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