RETNO GINANJAR, 701518015 (2020) STRATEGI PENGEMBANGAN DESTINASI WISATA DI KAWASAN KOTA LAMA SEMARANG. Masters thesis, Universitas Negeri Semarang.

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Abstract

The Kota Lama Semarang area is a tourist attraction in Semarang city which has a lot of potentials. In its development, there are still many problems. The various policies that have been implemented have not been fully able to increase tourist visits in Semarang city because tourist visits to Kota Lama Semarang area tend to decline every year. This study aims to analyze the development of tourist destinations in Kota Lama Semarang area in terms of tourism policy criteria; analyzing the development of tourist destinations in Kota Lama Semarang in the tourism marketing criteria; analyzing the development of tourist destinations in Kota Lama Semarang in terms of service criteria for visitors; analyzing the order of priority strategies for developing tourist destinations in Kota Lama Semarang area. This research was designed using a qualitative descriptive research method. This research is focused on the strategy of developing tourism objects in Kota Lama Semarang area which refers to the development strategy of tourism policies, tourism marketing, and services to visitors. The data used in this study are primary and secondary data. Data collection techniques through interviews, observation, documentation study, and AHP questionnaires. The analysis technique used in this research is to use the Analysis Hierarchy Process (AHP) scheme to find an analysis of the priority order of criteria from strategies in developing tourist destinations in Kota Lama Semarang area that must be carried out by the Semarang City government to increase the number of tourist visits. In addition, this study also uses data triangulation techniques, namely the triangulation of sources and techniques. The results showed that based on the results of AHP analysis, the most prioritized criteria in the development strategy of tourist destinations in Kota Lama Semarang area is tourism policy. The second priority criterion is service to visitors. The last priority criterion is tourism marketing. Meanwhile, the analysis of all alternatives shows that the first priority alternative is transportation control. The second priority alternative is providing a sense of security and comfort for visitors. The third alternative priority is to increase the ability to manage Kota Lama. Meanwhile, the last priority of all alternatives is the ease of licensing to sell.

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