Cultural Narrative-Based Urban Tourism Development Model in The Kesawan Area of Medan

Abstract

This study discusses urban tourism as an alternative development for the tourism sector in urban areas. The current direction of tourism development prioritizes the ability of tourism destination actors to build meaningful tourist experiences through cultural narratives. The Kesawan area of ​​Medan is an urban tourism destination because it preserves multicultural traces, colonial architectural heritage, and the history of Medan's development. The development of this area still tends to rely on physical aspects and has not optimally utilized cultural narratives as the main tourist attraction. This study aims to formulate a model for urban tourism development based on cultural narratives in the Kesawan area of ​​Medan using a qualitative approach through a literature study method from relevant scientific articles, books, and research reports. Data analysis was carried out through the stages of data reduction, interpretation, and conceptual synthesis into a new, complete and comprehensive concept. The results show that cultural narratives have a strategic role in strengthening destination identity, enhancing tourist experiences, and creating differentiation in urban tourism destinations. This study produced a novelty in the form of an urban tourism development model based on cultural narratives called Integrated Cultural Narrative Tourism (ICNT) with four main components: identification of cultural assets, narrative construction, narrative digitization, and tourism experiences. This model can be an alternative strategy for developing sustainable urban tourism destinations that requires the participation of multiple actors.