Developing Strategy of Chinatown as a Halal Gastronomic Tourism Destination in Bandung

摘要

The purpose of this study is to determine the internal and external factors that makes Chinatown a halal gastronomic destination in Bandung city in order to get its development strategy. The study uses qualitative and quantitative methods (mix method research) as well as SWOT analysis. The data collections technique is observation and interview to the stakeholder of Chinatown, MUI as the association of Indonesia Ulama, Department of Culture and Tourism Bandung, as well as distributing questionnaires to 100 tourists in the Chinatown area. The obtained data has been analyzed into IFE matrix, EFE matrix, SWOT matrix, and QSPM. Based on the result of data analysis in the SWOT matrix diagram, the positioning of the business is in quadrant I. It means that it can be determined as an Aggressive strategy or Strategy Opportunities (SO). The priority alternatives from QPSM results are affording 9 strategy alternatives. Among those 9, the most priority strategy is to create innovative products (including culinary aspect with halal food branding, environmental, events, and numerous souvernis and clothing accessories) in order to avoid visitor saturation.