Strengthening Customer Relationship Management Strategy to Improve Visitor in Kampung Batik Giriloyo

Abstract

This study explores locality-based Customer Relationship Management (CRM) practices in Kampung Batik Giriloyo, a community-based educational tourism village in Bantul, Yogyakarta. Using qualitative methods including field observation and interviews, the research finds that CRM is informally practiced through culturally rooted strategies such as personalized services, flexible scheduling, and communication via WhatsApp. These practices build emotional connections and visitor loyalty but lack formal systems for data management, feedback, and standardization, limiting long-term sustainability. To address this, the study proposes a contextual CRM model that integrates simple digital tools—like Google Sheets for databases and WhatsApp Business for reservations—while preserving local cultural values. This hybrid model enables the community to enhance professionalism without losing authenticity. The findings highlight the importance of empowering local actors to lead service innovations and offer practical guidance for developing CRM in small-scale, community-based tourism. Such an approach supports more sustainable, resilient tourism in culturally rich destinations.