Community Empowerment and Planning forCoastal Traders in the Matahari Terbit Beach, Sanur Kaja Traditional Village, Denpasar, Bali

Bali tourism is starting to revive after being devastated by the COVID-19 pandemic. This can be seen from the increase in foreign tourist arrivals and wisdom and hotel occupancy rates. The Sanur area is one of the attractive tourist destinations. But the COVID-19 storm has changed the behavior of hotel employees. Common things that are altruistic in nature in employees have decreased. Polite and considerate behavior towards colleagues aimed at preventing work-related problems has also decreased. This situation is still ongoing even though employees know that the government has started to relax the mask policy, but WHO has not yet declared the end of the COVID-19 pandemic. The human resource (HR) managers of hotels in Sanur strive to develop an empowering environment that allows all employees to contribute to their peak performance. HR can be optimized through a behavior, namely organizational citizenship behavior (OCB). This behavior displays employee altruism, courtesy, sportsmanship, awareness, and benevolence. OCB is one of the measures of organizational success because although it is abstract, OCB with the concept of helping and friendliness that tends to go unrecognized actually contributes positively and is able to increase organizational effectiveness.