THE POTENTIAL FOR DEVELOPING CHINESE CULTURAL TOURISM IN SAMARINDA'S CHINATOWN

Abstract

The area along Jl. Yos Sudarso - Jl. Niaga Timur - Jl. Pulau Sebatik - Jl. Pangeran Hidayatullah - Jl.Pangeran Suriansyah, Samarinda is one of the areas with a majority ethnic Chinese population in East Kalimantan, Indonesia. This area is one of the important trade and economic centers in Samarinda. In this area, Chinese values and culture can be seen from the architecture of the buildings and the lifestyle of the Chinese people who depend on trade. This research is to identify potential visiting destinations in the Samarinda Chinatown area by analyzing four aspects of tourism sector development that influence tourist interest, understanding tourists' preferences, needs and expectations regarding tourism experiences in the area, exploring social impacts and economy, as well as identifying the challenges and opportunities that arise. Researchers conducted descriptive qualitative research and the data collection techniques used were interviews, observation and documentation. Interviews were conducted with various informants, including local government, business actors, tourists, and members of the community. All the respondents agreed and supported the development of the Samarinda Chinatown area as Chinese cultural tourism in Samarinda. The positive impact can increase the cultural identity of Samarinda City, attract local and international tourists, and create new economic opportunities. There were also negative impacts found, such as the risk of traffic jams, intense business competition and the potential for social conflict