Strengthening Heritage Tourism: A TOWS Analysis of Maimun Palace Competitiveness amid Cultural Commodification

Abstract

Heritage tourism plays an important role in preserving historical and cultural values while simultaneously serving as a driver of local economic development. However, the growth of modern tourism has led to cultural commodification, which may affect the competitiveness and authenticity of heritage destinations. Istana Maimun, as one of the cultural tourism icons of Medan City, faces challenges in balancing cultural preservation with the economic demands of tourism. This study aims to analyze the competitiveness of Istana Maimun as a heritage tourism destination amid cultural commodification practices and to formulate sustainable destination strengthening strategies. A qualitative descriptive approach was employed, with data collected through observation, interviews, and documentation. The study involved key informants consisting of palace managers, tourism stakeholders, local community representatives, and visitors. Data analysis was conducted through data reduction, data display, and conclusion drawing, followed by a TOWS matrix analysis to identify and formulate strategic alternatives based on the interaction of strengths, weaknesses, opportunities, and threats.. The findings indicate that Istana Maimun possesses key strengths in its historical value, unique architectural characteristics, and strategic position as a cultural icon, but it is constrained by limitations in facilities, human resources, and the utilization of digital technology. Meanwhile, development opportunities are supported by the growing trend of heritage tourism and digital promotion, while threats arise from excessive cultural commodification and competition from modern tourist destinations. The TOWS analysis generated several priority strategies, including the development of educational and experiential heritage tourism programs, the strengthening of digital marketing and promotion, capacity building for tourism management personnel, collaboration with cultural and tourism stakeholders, and the implementation of cultural commodification control measures to maintain authenticity while enhancing destination competitiveness Therefore, strengthening strategies that emphasize the development of educational tourism, improvement of management quality, and control of cultural commodification are required to ensure alignment with heritage conservation efforts and the enhancement of destination competitiveness.