Analisis sistem kepariwisataan Kota Tua Jakarta berbasis Model Mill dan Morrison dalam konteks Urban Heritage

Abstract

Kota Tua Jakarta is an urban heritage area that has significant potential as a historical tourism destination within an urban area. However, fluctuations in tourist visitation indicate existing challenges in managing the area. Therefore, this study aims to analyze the tourism system in Jakarta Old Town using the tourism system model proposed by Mill and Morrison, which consists of four main elements: demand, travel, destination, and marketing. This research employs a mixed-method approach through a combination of tourist surveys, interviews with site managers, field observations, and literature review. The results indicate that visitors to Jakarta Old Town are predominantly young domestic tourists characterized by short-duration visits and high accessibility through public transportation. The area offers diverse cultural and historical attractions that serve as its primary appeal. However, several challenges remain, including the quality of facilities, spatial integration of the area, and the development of tourism experience. Digital and community-based marketing strategies have been implemented to enhance the attractiveness of the destination, although strengthening the heritage narrative and developing deeper tourism experiences are still required. This study highlights the importance of integrating the elements of the tourism system to support the sustainable management of urban heritage destinations.