Storynomic Tourism in The Development of Cultural Tourism at Setu Babakan

Abstract

Purpose This study aims to examine whether the concept of storynomic tourism has been implemented and to explore its suitability as a promotional approach for developing cultural tourism in Setu Babakan, a Betawi cultural village in South Jakarta, Indonesia. Methodology/Design/Approach – The research adopts a qualitative descriptive approach. Data were collected through observation, interviews, and documentation conducted directly at the Setu Babakan Betawi Cultural Village to capture the integration of storytelling elements in tourism promotion and visitor experiences. Findings The findings reveal that Betawi cultural tourism at Setu Babakan provides an immersive visitor experience through a blend of cultural performances, traditional crafts, culinary experiences, and community-based attractions. Supporting facilities such as public restrooms, parking areas, and accessibility for people with disabilities enhance the overall experience. The adoption of storynomic tourism as a promotional strategy has strengthened cultural identity, improved visitor engagement, and contributed to the preservation of Betawi cultural heritage. Originality of the research This study is among the few that specifically focus on the implementation of storynomic tourism in promoting and preserving Betawi culture. It highlights the role of narrative-based tourism marketing in creating sustainable cultural tourism development, offering a localized model that integrates cultural storytelling, digital promotion, and experiential engagement.

Keywords: Storynomic Tourism; Cultural Tourism Development; Betawi Culture; Storytelling Marketing; Setu Babakan;