EVALUASI PROGRAM BUS MACITO (MALANG CITY TOUR) DALAM MENDUKUNG PARIWISATA KOTA MALANG

Evaluation of the MACITO (Malang City Tour) Program in Supporting Tourism Development in Malang City

Abstract

The tourism sector is one of the main drivers of regional development. Malang City, with its various tourist destinations and cultural richness, is trying to strengthen its tourist appeal through the Bus Macito (Malang City Tour) program. This program is not only a means of transportation, but also part of the city's smart branding strategy. However, there are operational constraints, such as an imbalance in service schedules, especially on weekends, which hinders tourist access and comfort. This study aims to evaluate the effectiveness of the Bus Macito program in supporting Malang City tourism. The approach used is a qualitative descriptive method with data collection techniques through observation, interviews with the Malang City Disporapar, and documentation. The analysis was carried out using a discrepancy evaluation model that emphasizes the comparison between ideal service standards and actual conditions in the field. The results of this study reveal that the Bus Macito is quite effective in supporting Malang City tourism, but there are still obstacles such as limited fleet, less than optimal operational schedules, and inadequate supporting facilities. However, this program has received a positive response from the community and has great potential if continuous improvements are made.

Keywords:Macito Bus, Discrepancy Evaluation, Tourism