Sinergitas Dinas Pariwisata Kota Denpasar dalam Memasarkan Kawasan Heritage Gajah Mada sebagai Destinasi Smart Heritage Tourism

Abstract

The Gajah Mada Heritage Area is a historic district in Denpasar City with significant potential to be developed as a smart heritage tourism destination. In addition to serving as a commercial and economic hub for local communities, the area possesses valuable historical, cultural, and architectural assets that contribute to its attractiveness for visitors. Despite these strengths, several challenges remain, including limited coordination among stakeholders, insufficient involvement of village authorities in digital marketing activities, inadequate integration of promotional efforts with the tourism industry, and the need for greater utilization of technology in destination marketing. This study employed a qualitative research approach, drawing upon the concepts of the 6A tourism components, the 7P marketing mix, and collaborative governance. Data were collected through observation, interviews, documentation, and literature review, and subsequently analyzed using an interactive data analysis model. The findings indicate that collaborative governance has played a positive role in supporting the marketing of the Gajah Mada Heritage Area through partnerships involving the Denpasar City Tourism Office, village governments, community groups, media organizations, tourism industry actors, and other relevant stakeholders. These collaborative efforts have been implemented through digital promotional activities, cultural events, walking city tours, social media content development, and community empowerment programs. Furthermore, the use of digital platforms and technology has contributed to increasing the visibility of the destination among both domestic and international tourists. Nevertheless, stronger coordination mechanisms, broader stakeholder participation, and more effective digital marketing strategies are still required to ensure a more integrated and sustainable development of the heritage area.