pariwisata, khususnya dalam pengelolaan reservasi fasilitas wisata. Namun, proses reservasi pada Obyek Wisata Cibulan masih dilakukan secara manual sehingga pengelolaan data pengunjung dan transaksi tidak terintegrasi serta tidak mendukung penerapan Customer Relationship Management (CRM) analitik. Penelitian ini bertujuan untuk merancang dan membangun sistem informasi reservasi fasilitas wisata berbasis web dengan penerapan CRM analitik menggunakan metode Recency, Frequency, Monetary (RFM). Metode penelitian yang digunakan adalah metode Waterfall dengan tahapan requirement, design, implementation, testing, dan maintenance. Teknik pengumpulan data dilakukan melalui observasi, wawancara, dan studi literatur. Hasil penelitian menunjukkan bahwa sistem yang dibangun mampu menyediakan layanan reservasi fasilitas wisata secara online, menyajikan informasi ketersediaan fasilitas secara real-time, mengelola data pengunjung dan transaksi secara terintegrasi, serta menghasilkan segmentasi pengunjung berdasarkan metode RFM, seperti Champion, Loyal Customer, Potential Customer, At Risk Customer, dan Dormant Customer. Berdasarkan hasil pengujian Black Box dan White Box, penerapan metode RFM menunjukkan bahwa data transaksi pengunjung dapat diolah menjadi informasi segmentasi pengunjung yang membantu pengelola dalam memahami karakteristik dan tingkat loyalitas pengunjung.

The development of information technology has encouraged digital transformation in the tourism sector, particularly in the management of tourism facility reservations. However, the reservation process at Cibulan Tourist Attraction is still conducted manually, resulting in visitor and transaction data that are not integrated and do not support the implementation of analytical Customer Relationship Management (CRM). This study aims to design and develop a web-based tourism facility reservation information system by implementing analytical CRM using the Recency, Frequency, Monetary (RFM) method. The research employs the Waterfall development method, consisting of requirement analysis, design, implementation, testing, and maintenance stages. Data were collected through observation, interviews, and literature studies. The results indicate that the developed system is capable of providing online tourism facility reservation services, presenting real-time facility availability information, managing visitor and transaction data in an integrated manner, and generating visitor segmentation based on the RFM method, including Champion, Loyal Customer, Potential Customer, At Risk Customer, and Dormant Customer categories. Based on Black Box and White Box testing, the implementation of the RFM method demonstrates that visitor transaction data can be processed into customer segmentation information that helps management understanding visitor characteristics and loyalty levels.