Analisis strategis pengembangan peta jalan Smart Tourism City Kota Blitar menggunakan integrasi kerangka Iceberg-Ishikawa-PESTLE

Abstract

Kota Blitar memiliki potensi besar sebagai destinasi wisata kebangsaan berbasis warisan sejarah, namun transformasi menuju smart tourism city masih menghadapi tantangan berupa tata kelola yang terfragmentasi, rendahnya integrasi ekosistem digital, serta terbatasnya kapasitas inovasi para pemangku kepentingan. Penelitian ini bertujuan menyusun peta jalan strategis pengembangan smart tourism city melalui identifikasi isu-isu mendasar yang memengaruhi transformasi digital sektor pariwisata Kota Blitar. Penelitian menggunakan pendekatan kualitatif deskriptif melalui studi pustaka, wawancara semi-terstruktur, observasi lapangan, dan analisis dokumen. Data dianalisis secara integratif menggunakan Model Iceberg, Diagram Ishikawa, dan kerangka PESTLE untuk mengidentifikasi permasalahan pada level peristiwa, pola, struktur, model mental, serta faktor lingkungan eksternal. Hasil penelitian menunjukkan bahwa isu strategis utama bukan terletak pada keterbatasan potensi wisata, melainkan pada belum terbangunnya ekosistem digital pariwisata yang terintegrasi dan tata kelola kolaboratif yang mampu menghubungkan pemerintah, pelaku usaha, komunitas, dan wisatawan. Berdasarkan temuan tersebut, penelitian merumuskan peta jalan strategis yang terdiri atas lima pilar, yaitu pembentukan tata kelola terpadu, pengembangan platform digital Visit Blitar, penyediaan pengalaman wisata berbasis teknologi imersif, peningkatan kapasitas digital masyarakat dan UMKM, serta pengelolaan destinasi berbasis data. Peta jalan ini memberikan kerangka operasional bagi transformasi digital pariwisata sekaligus memperkuat daya saing dan keberlanjutan destinasi wisata berbasis warisan budaya.

Analysis of strategic roadmap for Smart Tourism City development in Blitar through an integrated Iceberg-Ishikawa-Pestle framework

Blitar City possesses significant potential as a national heritage tourism destination; however, its transformation toward a Smart Tourism City remains constrained by fragmented governance, limited digital ecosystem integration, and insufficient innovation capacity among tourism stakeholders. This study aims to develop a strategic roadmap for smart tourism development by identifying the underlying issues influencing the digital transformation of Blitar's tourism sector. A qualitative descriptive approach was employed through literature review, semi-structured interviews, field observations, and document analysis. Data were analyzed using an integrated framework combining the Iceberg Model, Ishikawa Diagram, and PESTLE analysis to examine tourism challenges from the perspectives of events, patterns, systemic structures, mental models, and the external environment. The findings indicate that the principal strategic issue lies not in the lack of tourism potential, but in the absence of an integrated digital tourism ecosystem supported by collaborative governance capable of connecting government institutions, tourism businesses, local communities, and visitors. Based on these findings, the study proposes a five-pillar strategic roadmap consisting of integrated governance, the development of the Visit Blitar digital platform, immersive technology-based tourism experiences, digital capacity building for local communities and MSMEs, and data-driven destination management. The proposed roadmap provides an operational framework for supporting digital tourism transformation while strengthening the competitiveness and sustainability of heritage-based tourism destinations.