Strategi Pengembangan Desa Wisata Kampong Melayu Kota Pontianak (Development Strategy of Kampong Melayu Tourism Village in Pontianak City)

Abstract

This research was conducted to identify various internal and external factors that affect the development of tourism villages as well as to develop an applicable and potential-based strategy. The use of mixed methods in this study was carried out by combining quantitative and qualitative methods both in data collection and analysis. Quantitative data was collected through the distribution of questionnaires which were then analyzed from 100 eligible respondents. In addition, data is collected through interviews and observations which are then analyzed using SWOT. The results showed the position of quadrant I (stable growth) with an internal score of 4.22 and external 4.28. The suggested strategies include utilizing the power of culture and tourist attractions (SO), improving digital information and promotion (WO) systems, strengthening branding and cooperation networks (ST), and developing creative marketing plans (WT).