BUSINESS ACTORS' COMMITMENT, COMMUNITY PARTICIPATION, AND SERVICE QUALITY IN THE TRANSFORMATION OF ULOS CULTURAL TOURISM IN THE DIGITAL ERA WITH TOURIST SATISFACTION MEDIATION

Abstract Cultural tourism has become a strategic sector in supporting the local economy and cultural preservation, including in North Tapanuli, where Ulos weaving is the cultural identity of the Batak people as well as an economic and tourism asset. This study aims to analyze the role of business actor commitment, local community participation, and service quality in supporting the success of Ulos cultural tourism transformation in the digital era. Ulos, as an intangible cultural heritage of Indonesia, has a high aesthetic value that is attractive to tourists, so it requires continuous promotion and innovation to remain relevant in the modern tourism industry. In this context, business actor commitment is considered important to provide consistent products and services, while local community participation creates an authentic and meaningful tourism experience. Service quality, including friendliness, service accuracy, and empathy, are determining factors for tourist satisfaction, which ultimately affects loyalty and sustainability of tourist destinations. Tourist satisfaction is positioned as a mediating variable that connects business actor commitment, community participation, and service quality with the success of tourism transformation.