The Development of Historic Tourism Strategies Based on Millennial Preferences: A Case Study of Semarang Old City, Semarang, Indonesia

Abstract

Historical areas are one of the alternative tourism destinations in Semarang City. The most attractive and popular spot is the Semarang Old City, which is presently being prepared to become a World Heritage based on the beauty, authenticity and environmental attraction of the colonial buildings as well as the fascinating history of the area. However, most millennials prefer more recreational activities such as taking pictures, riding bicycles, sightseeing and enjoying the culinary surroundings without showing any interest in the history of the Old City. The potential importance of these millennials to the tourism market of this area requires the accommodation of their ever-changing needs. Therefore, researchers are encouraged to study young people’s perspectives and preferences towards historical tourist destinations such as the Old City. This involved the application of the qualitative method to examine the characteristics, preferences and motivations of millennials travelling in historic tourism areas through observation and interview millennials. The findings of this study were expected to be used in setting up some strategies to overcome the inherent problems of historic site tourism and also to satisfy the needs of the tourists, especially the millennials.

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