HOW TO INCREASE THE ATTRACTIVENESS OF URBAN TOURISM IN HERITAGE AREAS? A STUDY OF THE NGARSOPURO-GATOT SUBROTO AREA, SURAKARTA CITY

Abstract

The Ngarsopuro-Gatot Subroto area is a road corridor that stretches from north to south in front of the Pura Mangkunegaran in Surakarta City. In 2007, the Surakarta City Government began revitalizing this road corridor with the hope of increasing its appeal to tourists. However, the development of urban tourism in this area is still considered to be less than optimal because it still relies on a weekly night market event to attract tourists. This study aims to explore the urban tourism energy of the Ngarsopuro-Gatot Subroto area. Various issues related to the concept of urban tourism are also explored, including spatial issues, urban form, and architectural issues. The results of this exploration are used to evaluate urban tourism management at the research location. This study uses a qualitative approach with a comparative study design. Data was collected through literature study and field observation. In the process, the researcher compares the Ngarsopuro area with two other locations that are considered successful in implementing the concept of urban tourism, namely the Malioboro area in Yogyakarta and La Rambla in Barcelona. Based on the results of the study, the main energy of the Ngarsopuro-Gatot Subroto area is as a heritage tourist attraction whose existence cannot be separated from Pura Mangkunegaran. However, when compared to Malioboro and La Rambla, the energy in the Ngarsopuro area is still not strong enough to be used as an urban tourist attraction. This is due to the lack of diversity in activities and tourist attractions, destination branding, and tourism facilities in the area. Therefore, to create a lasting impression like Malioboro and La Rambla as examples of successful urban tourist attractions, the Ngarsopuro-Gatot Subroto area needs improvement. Several things that need to be improved include the concept of tourism development by promoting the energy of the area, improving amenities, accessibility, and attractions that support this area as an urban tourist attraction.