Enhancing the appeal of Setu Babakan: Integrating marketing strategies to increase tourist visits

Background: Setu Babakan is a Betawi cultural tourist area located in South Jakarta, which possesses significant potential to attract visitors. However, it currently faces several challenges, including limited public understanding of Betawi culture, inadequate supervision, and insufficient facilities. This study aims to conduct a SWOT analysis and develop an integrated marketing strategy to enhance Setu Babakan's appeal as a Betawi cultural destination. Previous studies highlight the importance of cultural tourism and marketing strategies in attracting visitors to similar destinations. Methods: This research employs a descriptive qualitative method, gathering primary data from official Indonesian government releases and secondary data from various publications and online sources. A SWOT analysis is conducted to identify strengths, weaknesses, opportunities, and threats pertaining to Setu Babakan. Findings: he SWOT analysis reveals strengths in natural, educational, and cultural tourism, weaknesses in public understanding and supervision, opportunities for community income enhancement and increased tourist attraction, and threats from competition with other destinations. Based on this analysis, an integrated marketing strategy is formulated targeting specific audiences, including families, culture enthusiasts, nature tourists, and educational visitors. The strategy involves developing attractive tourism products, setting affordable prices, improving accessibility, leveraging digital marketing through websites and social media platforms, fostering partnerships with local governments, private sectors, and communities, and enhancing service quality and infrastructure. Conclusion: The recommended marketing integration aims to boost Setu Babakan's appeal as a Betawi cultural destination and increase tourist visitation. Novelty/Originality of this article: This study contributes new insights into the marketing strategies applicable to cultural tourism, particularly in the context of Betawi culture, by identifying specific audience segments and suggesting tailored strategies to enhance visitor engagement and experience.