Analisis Potensi dan Strategi Pengembangan Heritage untuk Mendorong Sektor Pariwisata di Kota Medan (Studi Kasus Kawasan Heritage Kesawan)

Abstract

This study aims to determine and analyze the right strategy in managing Heritage in the city of Medan. Analyze the integration of heritage aspects in the Medan City tourism master plan. This research approach uses a descriptive approach that aims to describe and interpret the results of the study based on relevant theories. Data were collected through interview techniques and documentation studies. The data analysis technique for this study uses the SWOT analysis formulation (Steng, Wekness, Opportunity and Treath) which is described in a matrix. The results of the study indicate that the right strategy for developing Heritage in the Kesawan Medan area in encouraging Medan city tourism is a market penetration strategy where this strategy emphasizes the pattern of emphasis on strategies and policies implemented in the Heritage development plan as a driver of tourism in the city of Medan. The integration of Heritage aspects in supporting tourism in the city of Medan has been integrated with the Medan city tourism master plan. This interconnectedness (integration) can be seen from the position of the scope of Heritage tourism in the tourism development policy of the city of Medan which has been formulated into the vision of tourism development in the city of Medan which can be seen from the existence of the Medan City Tourism Development Master Plan Document.