The Study of Satisfaction and Sense of Place in Old Town Revitalization Area: Focusing on Kotatua Revitalization, Jakarta

Abstract

Kotatua revitalization project planned by Jakarta Provincial Governance in the year 2014 has been partly implemented. The implemented part is mostly in the Fatahillah Square area and Kali Besar River area. There are physical projects and activity programs that is being part of the revitalization project. Surprisingly, the speed of the implementation was quite faster compared to the implementation of Kotatua revitalization program before 2014. It would change the condition of Kotatua so much that it will affect to actors in Kotatua, which are the merchants and the visitors. In this study, both the actors of Kotatua are the target of observation. As the implementation of Kotatua revitalization project is considered as a successful project, it is necessary which factor of the revitalization project is the most involving factor. In order to understand more about it, six projects in Kotatua revitalization project were selected to be analyzed regarding the satisfaction, the importance, and the interrelationship between them. The target of this observation is the merchants of Kotatua as they are considered as the people who have more knowledge about the condition of Kotatua before the year of 2014 and the condition of Kotatua in the present. The survey was distributed directly to the merchants in Kotatua area After Kotatua revitalization project has been implemented, the condition of Kotatua changed a lot that it also changed the image of Kotatua itself. Kotatua area has been being promoted on the news after the last revitalization project finished on May 2018, which is Kali Besar River revitalization project. It also involves the people’s knowledge about Kotatua which was not safe and dirty area, become a social space which is clean and attractive. Therefore, the sense of place perceived in Kotatua area might also be different as now there are many activity programs provided in Kotatua area. Besides, from many research studies can be concluded that sense of place in a tourism area might also affect the visitors’ intention in the future to revisit and to recommend their experience to other people. Thus, a study about the causal relationship of the sense of place and behavioral intention was conducted, and the target of this observation is the visitors. The survey was distributed directly to the visitors in Kotatua area. There are two methods used in the first observation targeting on the merchants. The first method is IPA analysis and the second method is DEMATEL analysis. Both of the analysis was performed using the Microsoft Excel program. IPA analysis was used to understand more which factor in Kotatua revitalization projects is the most important according to the merchants and how satisfy the merchants with the implemented projects. Besides, DEMATEL analysis was used to analyze the interrelationship between the factors and which factor is the most affecting factor. In the second observation targeting on the visitors, the PLS regression method was used, and the analysis was performed using smart PLS program. PLS regression method was used in order to analyze the causal relationship of sense of place and behavioral intention. From the literature review, it is found that sense of place always involves place attachment and place meanings. Therefore, the causal relationship might also involve place attachment and place meanings. From IPA analysis, it is found that from six factors in Kotatua revitalization project, “Building Refunction into café / restaurants” factor got the lowest value of importance and satisfaction. Regarding the DEMATEL analysis, in the overall result, can be concluded that the most crucial factor in Kotatua revitalization is “Building Refunction into Museum.” However, this factor is not considered as strong preeminence. This factor should be the most impacting factor, so it is necessary to improve the quality of the museums in Kotatua. Overall, the result shows that the physical factors are mostly affecting the program factors, but not apply otherwise. The result of DEMATEL analysis is differed based on the business category. According to the group of street vendors and souvenir shops, “Building Refunction into Café / Restaurant” factor turned out to be the strong preeminence. It is inversely proportional with the other result which revealed that this factor is the least impacting factor among other factors. According to the group of hotel, restaurant, and museum, “Trade and service activities and cultural tourism” factor revealed to be the most impacting factor. It is necessary to improve other factors, such as “Kali Besar Revitalization” factor and “Culture Event” factor. According to the group of Kotatua management unit and security management unit, there are two factors can be considered as strong preeminence, which are “Building Refunction into Museum” and “Cultural Event” factor. However, only “Building Refunction into Museum” factor can be considered the most impacting factor. It is necessary to manage cultural events frequently in Kotatua area. From the second analysis targeting on the visitors, can be concluded that the sense of place factors (physical and activity factors), both are not directly impacting behavioral intention. The place attachment also does not have a direct impact on behavioral intention. However, place meaning has a direct impact on behavioral intention. It shows that even though the satisfaction of each factor can be considered high, it does not mean that it will affect their intention to revisit and recommend to other people or not. However, after being divided into groups, it is found that in the group of visitors who have the same visiting purpose, all the causal relationship is positively proved. Thus, factor visiting purpose has an essential role in determining the causal relationship of sense of place and behavioral intention. In conclusion, an old town revitalization project can be considered a success depending on the physical factors and activity factors. However, in the case of Kotatua revitalization area, it seems like there are still many aspects that are needed to be improved. Improving the physical factor is a sure thing to do in terms of revitalizing old town area. Enhancing the activity factors is also necessary. It can change the image of the old town area itself and also provide more attractive reason for visitors to come. On the other hand, in order to improve old town area, involving the local actor who performs the area itself, regarding Kotatua, is the merchants, is also an important thing to do because they are the ones who understand the condition of Kotatua. Therefore, encouraging the local people to involve with the provincial government in terms of planning the revitalization of old town area is necessary and the result might also be better since there will be more idea regarding how to maintain the old town area.