Strategi Peningkatan Nilai Wisata Kawasan Kota Tua Ampenan sebagai Destinasi Heritage Mataram
Kata Kunci:
Kota Tua Ampenan, pariwisata heritage, strategi pengembangan, SWOT, destinasi berkelanjutanAbstrak
Kota Tua Ampenan di Kota Mataram merupakan kawasan bersejarah yang memiliki potensi besar sebagai destinasi wisata heritage. Namun, kawasan ini menghadapi berbagai permasalahan seperti degradasi lingkungan, kurangnya infrastruktur penunjang, lemahnya promosi, serta minimnya pelibatan masyarakat dalam pengelolaan destinasi. Penelitian ini bertujuan untuk merumuskan strategi peningkatan nilai wisata kawasan Kota Tua Ampenan melalui pendekatan kualitatif deskriptif berbasis analisis SWOT. Data diperoleh melalui observasi, wawancara mendalam, dan studi dokumentasi, kemudian dianalisis dengan mengidentifikasi faktor kekuatan, kelemahan, peluang, dan ancaman. Hasil penelitian menunjukkan bahwa pengembangan kawasan ini memerlukan strategi terpadu yang mencakup pemberdayaan masyarakat, digitalisasi promosi, penataan fasilitas, perlindungan terhadap bangunan bersejarah, serta kerja sama lintas sektor. Empat strategi utama dirumuskan dalam kerangka SWOT: strategi SO, WO, ST, dan WT, yang saling melengkapi dalam upaya mewujudkan destinasi heritage yang berkelanjutan. Penelitian ini memberikan kontribusi terhadap pengembangan pariwisata berbasis budaya di wilayah perkotaan dan dapat menjadi dasar perencanaan kebijakan strategis bagi pemerintah daerah serta pemangku kepentingan pariwisata lainnya
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