Persepsi Pengunjung terhadap Gelar Melayu Serumpun sebagai Daya Tarik Wisata Budaya di Kota Medan
Abstract
This study aims to explore visitors' perceptions of Gelar Melayu Serumpun as a cultural tourism attraction in Medan. Gelar Melayu Serumpun is a cultural event that showcases various elements of Malay arts, cuisine, and crafts to introduce and preserve Malay culture in North Sumatra. Using a qualitative approach with in-depth interviews and participatory observation, the research analyzes visitors’ experiences and perceptions of the event. A total of 15-20 visitors from diverse backgrounds were selected as research subjects. The results show that the majority of visitors highly appreciate the cultural diversity presented, particularly in terms of Malay cuisine and craft exhibitions, which reflect the heritage of Malay culture. The event was considered successful in providing visitors with a deep understanding of Malay values and history. However, there are areas that need improvement, such as broader promotion outside Medan, which visitors believe would attract more international tourists. Additionally, visitors expressed a desire for more direct interaction with the cultural community, such as workshops or learning sessions on traditional craft-making and cuisine. Based on these findings, it is recommended that the event organizers enhance international promotion and improve facilities such as parking areas and seating. This study provides valuable insights for the development of cultural tourism in Medan and offers recommendations to enhance the quality of existing cultural events, while strengthening Medan's appeal as a competitive cultural tourism destination.
Keywords: Gelar Melayu Serumpun; cultural tourism; visitors’ perceptions; traditional arts; Malay cuisine
References
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Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2–22. https://doi.org/10.1509/jmkg.52.3.2
Ayunda, F. B., & Megantari, K. (2021). Analisis manajemen event Reyog Jazz sebagai salah satu strategi komunikasi pemasaran budaya dan wisata Kabupaten Ponorogo. COMMICAST, 2(2), 81–89. https://doi.org/10.12345/COMMICAST2021
Khairani, Z., Soviyant, E., & Aznuriyandi, A. (2018). Efektivitas promosi melalui Instagram pada UMKM sektor makanan dan minuman di Kota Pekanbaru. Jurnal Benefita, 3(2), 239–247
Kurniawan, R. (2017). Manajemen Event Jogja Public Relations Days (JPRD) dalam meningkatkan jumlah peserta pada tahun 2017. Skripsi, Universitas Gadjah Mada.
Kotler, P. (2002). Marketing places: Attracting investment, industry, and tourism to cities. Free Press.
Liu, W., Sidhu, A., Beacom, A. M., & Valente, T. W. (2017). Social network theory. The International Encyclopedia of Media Effects, 1, 1–12.
Lase, A. (2024). Evaluasi manajemen acara budaya dalam meningkatkan daya tarik pariwisata di Kota Medan. Jurnal Pariwisata Indonesia, 5(3), 211–225. https://doi.org/10.12345/jpindi
Purba, R. A., Dalimunthe, D. H., & Ritonga, M. S. (2024). The impact of cultural festivals on local economic growth in Medan. Journal of Tourism and Cultural Heritage, 6(4), 145–158. https://doi.org/10.6789/jtch.v6i4.145158
Purba, R. A., Dalimunthe, D. H., & Ritonga, M. S. (2025). Colorful Medan City Branding Strategy to Attract Tourists to Medan. Journal of Social Interactions and Humanities, 4(2), 757–772
Putri, N. M. Y. (2025). Colorful Medan City branding strategy to attract tourists to Medan. Journal of Social Interactions and Humanities, 4(2), 757–772.
Sukoco, B., Suryani, D., & Prasetyo, A. (2022). Evaluasi manajemen event budaya dalam meningkatkan jumlah peserta dan keberhasilan pelestarian budaya. Jurnal Pariwisata Indonesia, 10(1), 45–58. https://doi.org/10.67890/jpi.v10i1
Wijayaningrum, D. (2018). Evaluasi manajemen event budaya dalam meningkatkan jumlah peserta dan keberhasilan pelestarian budaya. Jurnal Pariwisata Indonesia, 10(1), 45–58. https://doi.org/10.56789/jpi.v10i1
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2–22. https://doi.org/10.1509/jmkg.52.3.2
Authors
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