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Vol. 3 No. 1 (2026): Sustainable Digital Transformation in Emerging Economies
Articles

Dinamika Adopsi Platform Digital Online Travel Agent (OTA) Pada UMKM Pariwisata Di Kabupaten Lombok Utara

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  • Taufan Handika Putra,
  • Kertajadi,
  • Rahman,
  • Ahmad Rizaldi Aspri
Taufan Handika Putra
Universitas Mataram
Bio
Kertajadi
Universitas Mataram
Bio
Rahman
Universitas Mataram
Bio
Ahmad Rizaldi Aspri
Universitas Mataram
Bio

Published 2026-02-28

Keywords

  • Online Travel Agent (OTA),
  • UMKM pariwisata,
  • Transformasi digital,
  • Lombok Utara,
  • TAM

Copyright (c) 2026 Taufan Handika Putra, Kertajadi, Rahman, Ahmad Rizaldi Aspri (Author)

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Abstract

Penelitian ini bertujuan menganalisis dinamika adopsi platform Online Travel Agent (OTA) oleh pelaku UMKM pariwisata di Kabupaten Lombok Utara (KLU) serta dampaknya terhadap pendapatan masyarakat sekitar destinasi wisata. Penelitian menggunakan pendekatan kualitatif dengan jenis studi kasus multipel pada kawasan Gili Tramena dan daratan Lombok Utara. Pengumpulan data dilakukan melalui kajian literatur, wawancara, observasi, Focus Group Discussion (FGD), dan dokumentasi. Analisis data menggunakan pendekatan Thematic Analysis dengan kerangka Technology Acceptance Model (TAM), Unified Theory of Acceptance and Use of Technology (UTAUT2), dan Diffusion of Innovations (DoI). Hasil penelitian menunjukkan bahwa OTA berkontribusi terhadap peningkatan tingkat hunian akomodasi, perluasan akses pasar wisatawan domestik maupun mancanegara, serta peningkatan pendapatan pelaku wisata lokal. Namun, adopsi OTA masih menghadapi hambatan berupa rendahnya literasi digital, keterbatasan infrastruktur internet, dan tingginya komisi platform. Penelitian menyimpulkan bahwa persepsi kemanfaatan, kemudahan penggunaan, pengaruh sosial, dan kondisi pendukung menjadi faktor utama yang memengaruhi keberhasilan adopsi OTA oleh UMKM pariwisata di Lombok Utara.

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