STRATEGI ADAPTASI DIVISI MARKETING ATAS KEBERLANJUTAN USAHA MIKRO KECIL MENENGAH DI TAMAN KYAI LANGGENG ECOPARK DALAM MENGHADAPI PENURUNAN PENGUNJUNG

Tourism is one of the key sectors that plays a significant role in supporting economic growth. However, the tourism sector faces numerous threats, including climate change, natural disasters, and other conflicts. TKL Ecopark is one of the popular tourist destinations in the city of Magelang. The decline in visitor numbers at TKL Ecopark since the Covid-19 pandemic and the increase in entrance ticket prices have significantly impacted the sustainability of Micro, Small, and Medium Enterprises (MSMEs) that rely on the tourism sector. This study aims to explain the adaptation strategies implemented by the marketing division of TKL Ecopark to sustain MSMEs amid the challenges posed by decreasing visitor numbers. The research method used in this study is a case study approach, with purposive sampling employed to determine the research subjects. The theoretical framework is based on Talcott Parsons’ structural functionalism, using the AGIL scheme (Adaptation, Goal Attainment, Integration, Latency) The findings show that the marketing division of TKL Ecopark has adopted several adaptation strategies, such as organizing events in collaboration with MSMEs, conducting outreach, utilizing social media, adding new attractions, establishing partnerships with institutions, and offering special discounts for residents holding a Magelang City ID card. In the context of the AGIL framework, these strategies reflect the function of Adaptation through tourism innovation, Goal Attainment through increasing the number of visitors, Integration through coordination between management and MSMEs, and Latency (pattern maintenance) through MSME assistance by management via established regulations.