Cultural Heritage Based on Tourism Management: The Bakar Tongkang Festival in Rokan Hilir Regency, Riau Province
DOI:
https://doi.org/10.25299/syarikat.2026.vol9(1).29486Keywords:
Cultural Heritage, Tourism Management, Barge Burning, Rokan HilirAbstract
The urgency of this research is the great potential of the barge burning tradition to become a tourism based on cultural heritage and local traditions that have cultural and historical value and is a local wisdom that can improve the welfare of the community. However, there is still little in-depth research on how to develop the Cultural Heritage-Based Tourism Management Model on barge fire tourism objects which includes the identification of cultural heritage, the development of tourism products, infrastructure development, marketing development and effective management and monitoring so that it can maximize the existing potential and have a significant impact on improving the community's economy. For this reason, this research aims to fill the knowledge gap by studying the potentials that exist in tourism in improving the community's economy. This research method uses a quantitative approach through data collection/survey on all barge tour visitors in Rokan Hilir Regency with a sample of 400 visitors and conducting interviews with relevant stakeholders. The data analysis techniques used are SWOT and QSPM analysis by analyzing the external and internal environment. The findings indicate that cultural heritage-based tourism development through the Bakar Tongkang tradition in Rokan Hilir Regency has good prospects for improving the local economy, as reflected by IFAS and EFAS scores of 3.28 and 2.89, respectively. The priority strategy is to optimize digital promotion and integrated annual event management, supported by infrastructure improvements, tourism product innovation, and strengthened local wisdom-based management.
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