“Reading” Lasem Heritage Buildings as Marketing Strategy for the Cultural Tourism Sustainability: A Phenomenological Perspective

Tessa Eka Darmayanti, Tatan Tawami

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In recent years, Lasem tourism has grown, especially about historical buildings. However, the tourism sector has experienced a decline due to the COVID-19 pandemic. Various strategies are carried out by the local peoples and also foundations that care about Lasem, to restore the economic situation and continue to strive to maintain the culture in it. This study aims to determine the tourism promotion strategy in Lasem, which involves historic buildings. This study uses a qualitative approach and a phenomenological point of view to enrich the discussion. The results showed that by reading the tangible value of the building, its cultural meaning was obtained, which became a notable element in tourism marketing. It can be beneficial for local governments and owners of cultural heritage buildings to boost the economy in the tourism sector. At the same time emphasizes that cultural values are a significant part of tourism that can make a place survive because it has a distinctive character and identity.

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