Stakeholder Engagement in Tourism CSR in the COVID-19 Era

Abstract

This study focuses on the implementation of Corporate Social Responsibility (CSR) program by PT Taman Wisata Candi Borobudur, Prambanan dan Ratu Boko (PT TWC) in Magelang Regency, Indonesia. The objective of research is to find out 1) the condition of TWC Borobudur during Covid-19 pandemic; 2) Stakeholders of PT TWC’s CSR in Borobudur to develop safe tourism; and 3) the implementation of PT TWC’s CSR in Borobudur through Stakeholder Engagement. Basic theory used was Greenwood’s stakeholder engagement theory. The research used qualitative method with case study approach. The informant came from the employees of PT TWC Borobudur, the administrator of Village-Owned Enterprise (BUMDES), formal and informal leaders, tourism business actors related to accommodation, transportation, consumption and destination. Supporting informants consisted of NGOs, media, tourists, and non-tourist communities. The result of research shows the decrease in the number of tourists affecting the company’s income. However, as a State-Owned Enterprise (BUMN), PT TWC Borobudur is committed to keep complying with its obligation to implement CSR during COVID-19 pandemic. The CSR implementation is aimed at creating a tourism region that pays attention to its stakeholders’ safety and getting positive image as a responsible company. CSR program was carried out with stakeholder engagement to get the best outcome. The stakeholder engagement process was implemented through formulating objective, identifying and selecting stakeholders, reaching stakeholders, and securing their interest, and implementing stakeholder engagement. The outcome of stakeholder engagement process in PT TWC Borobudur’s CSR is the control over COVID-19 transmission. PT TWC Borobudur was capable of preparing itself and being qualified for the reopening of TWCB for the tourists.