Development Model Resource Humans To Strengthen Service Branding And Its Impact On Regional Original Income

Abstract

This research analyzes the role of Human Resources (HR) development in the service sector, particularly tourism, in enhancing service branding and its impact on Regional Original Income (PAD) in Banjarbaru City. As a city with unique cultural and tourism potential, Banjarbaru must optimize its tourism sector to boost regional economic growth. The study uses a subjective approach, including in-depth interviews, field perceptions, and additional data collection. The findings show that HR development primarily focuses on specialized training, but there are gaps in administrative skills, client experience, and customer service. These deficiencies affect the quality of tourism offerings, influencing visitor satisfaction and loyalty. Additionally, Banjarbaru's branding is not effectively highlighting its local uniqueness, which limits its appeal to tourists. While the number of visitors has increased, the impact on regional income (Cushion) remains limited. The study also points to the need for improvements in accommodation and transportation infrastructure. To enhance the tourism sector, the research suggests improving HR training, refining the city's branding to emphasize its cultural uniqueness, and strengthening collaboration between local governments, the private sector, and communities. These efforts are essential for realizing Banjarbaru's tourism potential and boosting its economic development.