Abstract
Market driven is one of the aspect of tourism development strategy approaches. The purpose of this research is intended to formulate development strategies for Gajah Mada Denpasar Heritage Area as an urban heritage tourism destination based on the level of visitors’ satisfaction. This research is based on descriptive quantitative method. The data used in this study are qualitative and quantitative data that obtained through literature study, observation, interviews and questionnaires to 100 respondents who had experienced on visiting Gajah Mada Heritage Area before the Covid-19 pandemic in Indonesia. Data were analyzed using Importance Performance Analysis (IPA) and supported by descriptive analysis methods. The results showed that the development strategy needs to be emphasized on intensify the bad performance of the tourism destination elements in quadrant I and maintain the good performance of the tourism destination elements which are the part of quadrant II, based on the Cartesian quadrant’s result.
Highlights
The Denpasar Gajah Mada Heritage area has been planned by the Denpasar City Government to be developed as urban heritage tourism since 2015 based on the potential of the cultural and historical values of Denpasar City since the royal or precolonial period
The level of tourist visits is directly proportional to the level of visitor satisfaction with a destination, if visitors as consumers are satisfied by the performance of the http://ojs.unud.ac.id/index.php/eot e-ISSN 2407-392X. p-ISSN 2541-0857
Internal and External Potential Based on the identification results, several internal potentials that can be utilized in the development of the Gajah Mada Heritage Area as an urban heritage tourism include: The Gajah Mada Heritage area has a variety of cultural heritage assets that have different characteristics with the attraction of cultural / historical heritage with other regions
Summary
The Denpasar Gajah Mada Heritage area has been planned by the Denpasar City Government to be developed as urban heritage tourism since 2015 based on the potential of the cultural and historical values of Denpasar City since the royal or precolonial period. In the process, the number of tourist visits in this area has not reached the expectations (Denpasar City Tourism Office, 2019). The level of tourist visits is directly proportional to the level of visitor satisfaction with a destination, if visitors as consumers are satisfied by the performance of the http://ojs.unud.ac.id/index.php/eot e-ISSN 2407-392X. Considering that visitors are the main subject in the continuity of tourism activities, it is important to pay attention to aspects that can foster tourist satisfaction with the performance of products and services at destinations in the hope of increasing the level of visits, increasing the number of return visits or even gaining consumer loyalty
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