Abstract

This qualitative case study investigates the environmental implications of tourist arrivals in Matabungkay Beach, Lian, and their impact on the destination image. Through in-depth interviews with seven key stakeholders, including local residents, business owners, and environmental activists, the study explores perceptions, concerns, and potential solutions regarding the intersection of tourism and environmental sustainability. Findings reveal a complex relationship between tourism and environmental degradation, with participants expressing concerns about poor waste management, impacts on destination image, and health concerns. These challenges not only threaten the natural beauty and biodiversity of the area but also tarnish the destination's image, affecting its appeal to tourists and potential investors. Despite these challenges, participants highlight existing initiatives and potential solutions, including community-based conservation efforts, sustainable tourism practices, and enhanced regulations. Collaboration among stakeholders is emphasized as crucial for achieving a balance between tourism development and environmental preservation. The study underscores the need for comprehensive strategies includes formulated an ordinance for comprehensive waste management and pollution control ordinance to optimize the destination image of Matabungkay Beach while addressing its environmental challenges. By integrating sustainable practices and fostering community engagement, the destination can enhance its appeal while safeguarding its natural resources for future generations.