THE IMPACT OF THE FREE TOUR GUIDE PROGRAM ON STAKEHOLDERS IN KOTA TUA JAKARTA TOURISM

Authors

Ellen Aurelie Basuki Universitas Pertiwi, Indonesia
Annisa Tussholia Universitas Pertiwi, Indonesia
Syarif Hidayat Universitas Pertiwi, Indonesia

Keywords:

Tour Guide, Kota Tua Jakarta, Tourism Stakeholder

Abstract

This study aims to analyze the impact of the Free Tour Guide program organized by the Jakarta Tourism and Creative
Economy Agency on stakeholders in the Kota Tua tourist area of Jakarta. This program provides free professional tour
guides as a form of public service based on historical and cultural education. The study used a descriptive qualitative
approach with data collection techniques through direct observation, semi-structured interviews, and field
documentation. The research informants consisted of two tourists, one souvenir seller, and one parking attendant
selected using a purposive sampling technique. Data validity was maintained through source triangulation and method
triangulation. The results of the study indicate that the Free Tour Guide program has a positive impact on various
stakeholders. For tourists, this program increases tourist satisfaction and understanding of the history of the Kota Tua
area. For souvenir sellers and parking attendants, the increase in tourist visits has an economic impact through
increased transaction activity and service usage. In addition, this program also strengthens the image of Kota Tua as
an educational and interactive cultural tourism destination. Based on the theories of tour guides, tourism stakeholders,
and the experience economy, this program successfully creates a more meaningful tourist experience while encouraging
social and economic benefits for the environment around the destination.

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