Development Strategies for Tourism Destinations in Semarang Old Town

Abstract

This study aims to analyze the priority strategies for developing tourism destinations in Semarang
Old Town Area. This study was designed using a qualitative descriptive research method. The data
used in this study were primary and secondary data. The data collection techniques were through
interviews, observation, documentation study, and AHP questionnaires. The data validity
technique used in this study also used data triangulation technique, namely triangulation of sources
and techniques. The analysis technique used in this study was to use Analysis Hierarchy Process
(AHP) scheme to find an analysis of the criteria priority order from the strategies in developing
tourism destinations in Semarang Old Town Area. The research results show that based on the
results of AHP analysis, the most prioritized criteria in the development strategy of tourism
destination in Semarang Old Town Area is tourism policies, followed by service criteria for
visitors in the second position, and tourism marketing criteria for the last priority. The last priority
criterion is tourism marketing. Meanwhile, the result analysis on all alternatives shows that the first
priority alternative is transportation control. The second priority alternative is providing a sense of
security and comfort for visitors. Meanwhile, the last priority of all alternatives is the ease of
licensing to sell.