Development Strategy of Urban Tourism in Kota Lama Tourism Area Surabaya Indonesia Based on Interpretive Structural Modeling (ISM)

This research was conducted to develop a strategy for developing Kota Lama Tourism Area. The method used in this study was interpretive structural modeling (ISM). The results indicated that there is a need to improve the ability of human resources, the quality of tourist attractions, and the image of the city of Surabaya. Efforts to develop KLTA in Surabaya will run well by involving the city government and the community to work together to overcome major obstacles, such as integrating destination governance and competent human resources. The solution of these two obstacles was solving basic problems in developing the Old City. In addition, the consideration of the objectives and main needs of the program is: increasing tourism organizations, increasing attractiveness, developing accessibility, using appropriate technology and competent human resources. The suggested strategies are (1) Improving the quality of tourist attractions and integrating with tourist attraction based on history, culture and local wisdom, (2) Increasing tourism human resources and developing cooperation with stakeholders, (3) Developing the image of Surabaya as a destination tourism and optimization of Sapta Charm, which is safe, orderly, clean, cool, beautiful, friendly, and memorable.