Modern-Javanese Culture Service Collaboration Strategy As Strengthening Tourist Satisfaction At The Royal Darmo Malioboro Hotel

ABSTRACT The tourism era 5.0 demands hotels to provide fast, personalized, and digital-based services. On the other hand, Yogyakarta has the strength of Javanese culture as a main tourist attraction. Hotel Royal Darmo Yogyakarta is present as a heritage hotel that seeks to collaborate between the two. This study aims to analyze the "Global Hospitality" strategy, which combines modern services with Javanese cultural values at the Royal Darmo Hotel. The research uses a qualitative descriptive approach with a case study design. Data were collected through in-depth interviews, participatory observations, and documentation over two months. The results identify four main strategies: (1) Cultured Service, which integrates Javanese etiquette in guest welcoming and interpersonal interactions with digital customer relationship management (CRM) to support personalized service; (2) Creative Space, which combines Javanese joglo architecture with smart room technology to connect cultural ambience with modern comfort; (3) Community Engagement, which empowers local human resources through the Javanese values of "greetings, smiles, greetings"; and (4) Customer Experience, which offers the "Sewindu Jawa" experiential tour packages. These four elements constitute the "4C Royal Darmo" model, a structured strategic framework linking culturally grounded service, physical space, community participation, and customer experience. In conclusion, the integration of modern hospitality practices and Javanese cultural values is associated with guest satisfaction and hotel occupancy. The "4C Royal Darmo" model offers a conceptual reference for heritage hotels seeking to align cultural identity with contemporary hospitality demands.