Developing a Tourism Strategy for Heritage Villages in the Kayutangan Area
Abstract
The development of tourism in Malang is expanding, supported by the increasing number of tourists. To answer the growing demand of tourists, local governments should innovate with thematic villages. One such village that elevates historical and cultural values is the Kayutangan heritage tourism village, located in the Kayutangan corridor area in Basuki Rahmat Street, Malang City. The city’s image plays a role as an identity-maker and adds to the attraction in the development of the city area. For a long time, the image of Malang, especially the Kayutangan corridor, has been rich in cultural heritage from the Dutch colonial period. The typical Dutch colonial architectural style can be seen in government buildings, shops, and settlements in urban spatial plans developed to this day. However, loss of ownership resulting in the transfer of buildings to new owners, who then renovate the buildings with a more modern design, means that the number of buildings with historical value is decreasing. Furthermore, the empty and renovated buildings can negatively affect the visual appearance of the physical environment and the spatial character of the area, reducing the aesthetic quality. This study aimed to describe the elements that form the image of the city in the Kayutangan area, which can then be used in developing a tourism development strategy in the Kayutangan heritage area. The results of this study indicated a unique development opportunity that focuses on image-forming elements consisting of paths, edges, districts, nodes, and landmarks. Changes in the shape of the buildings are increasing, thereby reducing the aesthetic value of the area. Based on the SWOT analysis results, the elements forming the existing city image need to be optimized as part of a strong aesthetic identity in the Kayutangan heritage tourism village area. The elements forming the existing city image, if developed thoughtfully, can become a brand for the city and lead to an increase in local tourism.
Keywords: urban environment, city image elements, tourism development strategy
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