A Model for Promoting Inclusive and Sustainable Tourism in Kota Lama Semarang

Abstract

Kota Lama Semarang, also known as Semarang Old Town in Central of Java Province, Indonesia, has the potential to become an inclusive and sustainable tourism destination, in accordance with the Indonesian government’s development plan. However, its potential has not been promoted publicly in the best ways. The aim of this research is to describe and develop a model for promoting inclusive and sustainable tourism in the area. The research applies qualitative methods and takes a descriptive approach. The data were collected using observation and interviews, while data analysis was performed using Creswell's descriptive qualitative analysis. The Sejarah di Dekatku (History Near Us) application (the new model), together with social media promotion, provides an alternative way of promoting tourism. During a trial launch, the application was appreciated by the tourists who used it. The application is considered easy to use and suitable for the needs of the community. It features themes of inclusivity and education, and it is considered important for the promotion of historical areas of Semarang. The advantages of using the application to help develop Kota Lama Semarang tourism are that it is easy to use and navigate, it has attractive features, and it provides easy-to-understand information. Our research suggests that the application should be launched immediately and used as a way of promoting the area. In addition, features and interfaces should be developed further to make the application even more attractive and user-friendly. This can be done by researching and developing the features and the interface of the application to make it more attractive and user-friendly.