Pemanfaatan Market Data Dan Manajemen Operasional Sederhana Pada Homestay Desa Wisata Di Kepulauan Riau

Abstract

Homestays are an important component of community-based tourism; however, their competitiveness depends not only on accommodation services but also on the ability of managers to understand market information and translate it into effective operational decisions. This study examines the utilization of market data and simple operational management practices among homestays in tourism villages in Batam, Bintan, and Lingga, Riau Islands. It applies a qualitative descriptive-exploratory approach, drawing on preliminary field observations, interactions related to homestay digitalization, and relevant secondary literature. The preliminary observation conducted during a homestay digitalization seminar in Batam in August 2026 indicated that nearly 90% of the homestays observed were not connected to digital channels such as Google Maps and online travel agents (OTAs). This condition highlights a potential gap in digital visibility and access to market information. The analysis further identifies the importance of recording guest profiles, booking patterns, length of stay, competitor prices, and customer reviews, alongside basic operational records covering reservations, room availability, cleanliness, maintenance, guest services, and financial administration. The study emphasizes that market information becomes valuable when it is translated into operational decisions, including room preparation, service scheduling, pricing, and service improvement. It proposes a practical management framework that integrates digital marketing channels, market information records, reservation logbooks, operational checklists, and service evaluation. This framework provides an initial basis for strengthening homestay management and developing a more integrated market intelligence and operational management model.