Abstract
Research Aims: this research aims to identify the internal and external environment towards the Betawi Cultural Village as the tourism destination, based on the currently-available features; attractions, facilities and services, event/festival of tourism activities, culinary, homestay and tour packages. Design/Methodology/Approach: this research relied on 3-step FGD to formulate the Importance Performance Analysis from a total of 110 business practitioners in the Betawi Cultural Village, and an additional of 15 individuals, who are historians, community leaders, government officers, artists, and customers. Research Findings: The findings showed that the Betawi Cultural Village should focus on tour packages, community attractions, homestay, and culinary as the top activities as they can draw crowds. Theoretical Contribution/Originality: this research identifies the main activities to be emphasized in the Betawi Cultural Village; tour packages, community attraction, homestay, and culinary, using the importance-performance analysis (IPA). These activities have the necessary supporting individuals and have shown to have the ability to bring crowds into the area. Other available features may not have the same level of attractiveness. Practitioner/Policy Implication: this research formulated insights for marketers, policymakers, and tour operators to better understand how the Betawi Cultural Village in Lake Babakan can be sustained. All of the currently-available features may not have the same level of attractiveness. The research highlights 4 main activities to bring crowds in visiting the Betawi Cultural Village via tour packages, community attraction, homestay, and culinary. These findings are expected to facilitate marketers, and tour operators in sustaining the business operations, and for policymakers in approaching their decision-making strategy Research Limitation: this study emphasizes on the Betawi Cultural Village in Lake Babakan, the general application of the findings may not be objective into other areas. Hence, further studies should include other areas to have more variations in the samples. JEL Classification: M3, Z3, Z32, Z33
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