Toward Sustainable Adventure: Exploring the Digital Frontier of Geopark Ciletuh and its Customer Value Evolution

Abstract

In recent years, digitization has revolutionized business models, fostering efficiency and profitability while unlocking opportunities for added value. The tourism sector, notably online accommodation booking, has witnessed profound transformations due to digitization. Geopark Ciletuh, renowned for its natural splendor, attracts hundreds of thousands of visitors annually. Yet, in this digital age, new challenges and opportunities emerge. Information technology enables seamless access to Geopark Ciletuh's offerings, facilitating personalized experiences and direct communication via social media. This study employs qualitative methods to explore digitization's impact on customer value in Geopark Ciletuh. Understanding its effects on perceptions, satisfaction, and loyalty enables managers to devise strategies for enhancing visitor experiences, bolstering competitiveness, and maximizing economic and environmental benefits.