International Journal of Travel.
Hospitality and Events https://journal.
id/index.
php/ijothe E-ISSN: 2828-2590.
P-ISSN: 2828-5093
Pages: 69-79
THE DEVELOPMENT OF KAMPUNG BEKELIR AS A TOURIST ATTRACTION IN
TANGERANG CITY
Willie Natanael1*.
Sri Pujiastuti2
1*,2
Universitas Pradita.
Indonesia Correspondence: willie.
natanael@student.
Article Info Abstract Keywords:
Community based tourism.
Kampung Bekelir, tourist attraction, creative tourism.
Tangerang City Urban creative tourism has been widely applied as a strategy for revitalizing urban areas through cultural expression and community participation.
However, most existing studies focus on initial physical transformation, while post-development sustainability and destination governance in urban thematic villages remain underexplored.
This study aims to analyze the development of Kampung Bekelir in Tangerang City by identifying its tourism potentials, opportunities, and challenges.
This research adopts a qualitative approach using the 4A tourism framework (Attraction.
Accessibility.
Amenities, and Ancillary Service.
integrated with SWOT analysis.
Data were collected through observation, interviews, and documentation.
The findings reveal that Kampung Bekelir has strong creative tourism potential, particularly through its mural-based visual identity and strategic urban location.
Nevertheless, sustainability challenges persist, including fading murals, limited tourism amenities, inactive tourism institutions, and declining community participation.
Development opportunities include collaboration with artists and academic institutions, government support through MSME programs, and the revitalization of cultural attractions and local souvenir This study contributes to urban creative tourism literature by emphasizing the importance of post-development governance and institutional resilience in sustaining visual-based creative destinations.
It also extends community-based tourism studies by highlighting the need for active organizational structures to support community participation.
Furthermore, the integration of the 4A framework and SWOT analysis provides a conceptual approach for assessing sustainability in urban thematic Received:
December 25, 2025 Approved:
January 12, 2026 Published:
January 31, 2026 Natanael.
, & Pujiastuti.
The Development of Kampung Bekelir as a Tourist Attraction in Tangerang City.
International Journal of Travel.
Hospitality and Events, 5.
, 69Ae79.
https://doi.
org/10.
56743/ijothe.
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INTRODUCTION
Creative tourism has gained increasing attention in the global tourism industry due to its ability to offer distinctive experiences rooted in local culture, creativity, and community participation (Siregar et al.
, 2.
In urban areas, thematic villages have emerged as a form of creative tourism development that supports environmental revitalization while maintaining social and cultural identity (Nurlaily, 2.
A thematic village is developed through community-based ideas and the utilization of local resources to enhance recognition and sustainability (Widhiastuti et al.
, 2.
Previous studies demonstrate that thematic villages can successfully transform underdeveloped areas into attractive destinations when supported by structured programs and strong community involvement (Martuti et al.
, 2.
Tangerang City, located in Banten Province near Jakarta, has developed as a center of tourism and urban services, including creative tourism destinations such as Kampung Bekelir (Kristiana et al.
, 2.
Kampung Bekelir is a mural-based thematic village located along the Cisadane River that was previously categorized as a moderately slum area in 2015 (Permatasari et al.
, 2.
Through community initiatives and external support.
Kampung Bekelir transformed into a creative tourism icon and received national recognition, including second place in the AuMost Popular Creative TourismAy category at the Anugerah Pesona Indonesia Awards in 2018 (Rizka et al.
Despite these achievements.
Kampung Bekelir currently faces sustainability Studies report declining community participation, limited institutional support, and the inactivity of the Tourism Awareness Group (POKDARWIS), which has weakened destination management (Kristiana et al.
, 2020.
Permatasari et al.
, 2.
This decline is reflected in visitation data, where tourist numbers decreased from 15,347 in 2019 to 12,674 in 2022 (Hernata, 2.
Fading murals, reduced facilities, and weakening community involvement indicate a gap between Kampung BekelirAos potential and its current condition.
Previous research has largely focused on the success and visual transformation of Kampung Bekelir, while limited attention has been given to its post-award condition and long-term sustainability as an urban creative tourism destination.
This study addresses this gap by applying the 4A tourism framework attraction, accessibility, amenities, and ancillary services to analyze the current condition of Kampung Bekelir and identify development challenges and opportunities.
Therefore, this study aims to examine the potentials, challenges, and development opportunities of Kampung Bekelir as a tourist attraction in Tangerang City.
The findings are expected to contribute to urban creative tourism and community-based tourism studies, as well as provide practical references for destination management and policy formulation.
METHODS
This study employed a descriptive qualitative approach to explore the development of Kampung Bekelir as a tourist attraction from the perspectives of Doi: 10.
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stakeholders involved in tourism activities (Pahleviannur et al.
, 2022.
Purba et al.
, 2.
Purposive sampling was used to select informants based on their involvement in destination management, community activities, or direct interaction with tourists (Tajik et al.
, 2.
A total of six informants participated in this study, consisting of the neighborhood head (RT), the community head (RW), the head of Karang Taruna, one culinary MSME actor, and two tourists.
Data were collected through semi-structured interviews, field observations, and documentation studies, including community records, visitor data, and mural documentation (Fadhallah, 2021.
Hasibuan et al.
, 2023.
Wawuru & Aryaningtyas, 2.
Fieldwork was conducted over three months, from March to May 2025, to ensure data adequacy.
Data analysis was conducted in two First, the 4A framework .
ttraction, accessibility, amenities, and ancillary service.
was used to identify the existing conditions of Kampung Bekelir (Meliantari & Apriani, 2.
Second, the findings were integrated into a SWOT analysis to examine internal and external factors affecting destination development (Benzaghta et al.
Imanda, 2.
RESULT AND DISCUSSION
Kampung Bekelir is a thematic village characterized by colorful houses and murals that decorate its walls.
This visual identity once made Kampung Bekelir a creative tourism area in Tangerang City, supported by national-level awards that strengthened the areaAos image.
Field findings show that the condition of the murals has begun to fade and peel, resulting in a gradual decline in aesthetic appeal, which was once the main attraction, due to a lack of maintenance.
The aspect of accessibility shows that the location of Kampung Bekelir is quite strategic as it is situated in the center of Tangerang City and close to the Cisadane River.
Public transportation in this area is relatively available, supported by basic facilities such as a prayer room .
, street lighting, a flying deck, and riverside culinary However, several limitations are still visible, particularly in parking areas for fourwheeled vehicles, the absence of a tourism information center.
Wi-Fi, and the unavailability of homestays.
Institutional aspects currently represent the weakest element.
The Tourism Awareness Group (Pokdarwi.
, which was previously active, is now inactive, resulting in suboptimal coordination of activities and maintenance of the area.
Some responsibilities have been informally shifted to the Youth Organization (Karang Tarun.
, but these efforts are not sustainable.
The local souvenir business has ceased operations, tour guides are no longer available, and services rely solely on untrained local residents in serving tourists.
The dynamics of Kampung BekelirAos management are also influenced by external factors.
The COVID-19 pandemic restricted tourism activities, while the loss of key community leaders and the withdrawal of support from CSR partners weakened the collective spirit of residents.
These two factors accelerated the decline of tourism activities and reduced the areaAos competitiveness.
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for revitalization efforts in attractions, improvement of facilities, and capacity building among the community to ensure that Kampung Bekelir can continue to exist as one of Table 1.
Analysis of 4A Components in Bekelir Village Attraction in Kampung Bekelir :
Accessibility in Kampung Bekelir :
It features murals created with the help Strategic location, located in the center of artists from Bali and Malang.
of Tangerang City.
The murals and colorful houses are the Widely available public transportation, main icons and visual appeal of including public transportation.
Kampung Bekelir.
Multiple entrances make it easy for It has won several awards, including the tourists to access the area.
PHBS competition, second place in the Parking for motorcycles is still available 2018 Indonesian Tourism Award (API), within the village.
and second place in the Tangerang Citylevel Pokdarwis (Tourism Grou.
competition in 2019.
The cohesiveness of the residents also contributes to the attraction for visitors.
Sponsorship has helped build Kampung Bekelir's brand as a tourist destination.
Kampung Bekelir has inspired other themed villages in various regions.
Amenities in Kampung Bekelir :
Ancillary in Kampung Bekelir :
Public restrooms are available at the Basic services such as security and culinary venues for use by both visitors sanitation are in place, supported by and vendors.
neighborhood watch .
and A mosque is available in Bekelir Village, mobile garbage collectors.
making it easier for tourists to meet Local culinary establishments along the their religious needs.
riverbanks add to the tourist appeal.
Trash cans are provided at several locations to maintain environmental A strategically located flying deck, located on the riverbank, is easily visible and can be used for relaxing or taking Numerous culinary stalls are located along the village roads, supporting tourism activities.
Source: Primary Data (Field Researc.
, 2025.
Based on the mapping results of the 4A aspects Attraction.
Accessibility.
Amenities, and Ancillary Services derived from field interview findings and direct observations in Kampung Bekelir, the data were further examined through a SWOT framework to identify the strengths, weaknesses, opportunities, and threats present within the destination.
This analytical process provided a comprehensive overview of the current conditions and development dynamics faced by the community-based tourism area.
It is important to note that the SWOT analysis functions primarily as a Doi: 10.
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descriptive assessment tool that outlines existing situations and internalAeexternal factors, rather than serving as a direct problem-solving method or a prescriptive strategy model.
The detailed results of the SWOT analysis, which summarize these key aspects and provide a clearer picture of Kampung BekelirAos position in its tourism development efforts, are presented in the table below:
Table 2.
INTERNAL
FACTORS
EXTERNAL
FACTORS
OPPORTUNITY
Opportu
nities for tion with artists to or renew
Swot Matrix
STRENGHTS
There are murals that are works of artists from Bali and Malang, with colorful designs serving as the main attraction.
Achievements include PHBS, second place in the API Award .
, and second place in the POKDARWIS competition .
The cohesiveness of the community serves as an Branding sponsorship and inspiration for other villages, even on a small scale.
Located close to local riverside culinary spots.
Motorcycle Public facilities are adequate, including a prayer room .
and trash bins.
A flying deck is available for Street lighting is sufficient.
Local guides from residents are available, along with The location is strategic .
lose to the Old Market culinary S-O STRATEGY Revitalize the murals through collaboration with artists and make Kampung Bekelir a platform for artists to create Develop mural and local culinary tour packages by utilizing the strategic location near the Old Market culinary Doi: 10.
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Hospitality and Events WEAKNESS Only murals are available and there are no other Lack of maintenance.
Cultural attractions such as Beksi martial arts have There is no designated parking area for cars .
nly roadside parkin.
Many Kampung Bekelir name signs have faded.
Free Wi-Fi has been The Tourism Awareness Group (POKDARWIS) is no longer active.
Typical souvenirs are no longer available.
There is no tourism information center.
Local guides are limited, and not all are friendly as they rely only on nearby Homestays are no longer There are no longer any key community leaders.
W-O STRATEGY
Revive cultural attractions and typical souvenirs with the support of MSME government, so that the destination does not rely solely on murals.
Add information boards and a tourism information center by utilizing the International Journal of Travel.
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Receivin to open MSMEs.
The modes of THREATS Competit ion with Limited center and the presence of riverside culinary spots.
Encourage the development of community-based culinary MSMEs with government support, which can strengthen the local economy while adding variations of tourism Optimize the achievements and positive image of Kampung Bekelir as a form of promotion and additional attraction to attract more tourists and sponsors.
Utilize the various modes of expand tourist access to Kampung Bekelir, supported by the existing basic facilities such as motorcycle parking, prayer room .
, and street lighting.
S-T STRATEGY
Package the murals as a distinguishes them from other destinations, so that the concept of a Aucolorful villageAy focusing on community works cannot be easily competed with by other thematic Optimize existing facilities to maintain visitor comfort even with limited car parking space, so that tourists remain comfortable and do not compare Kampung Bekelir with other destinations.
Rely vehicle parking and maintain surrounding traffic, so that the negative impact of limited car Use achievements as a promotional tool to maintain existence, especially through social media and community activities, so that Kampung Bekelir continues to be strategic location and access, so that tourists can more easily recognize and reach Kampung Bekelir.
Optimize MSMEs as an entry point Pokdarwis, strengthening the role of Encourage the use of various modes of public overcome the limited parking space for cars, so that tourist comfort is W-T STRATEGY Reduce dependence on murals by adding simple community-based attractions, such as local culinary activities.
MSME community events, so as other destinations.
Form a new management Pokdarwis, for example.
Karang Taruna or PKK, to security, and coordination even without government Reorganize parking areas and provide parking attendants from local residents to reduce congestion and tourist complaints due to limited car parking spaces.
Repaint murals gradually .
otong royon.
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viewed positively compared to competing destinations.
extreme weather can be minimized even without large funding.
Revive simple community activities, such as mural competitions or small performances, so that Kampung Bekelir activities that attract visitorsAo attention even with limited facilities.
Source: Primary Data (Field Researc.
, 2025.
In response to the findings of the 4A and SWOT analyses, this study proposes several strategic alternatives for the short-term development 1Ae2 years of Kampung Bekelir.
These strategies were formulated by considering internal conditions and external opportunities identified in the field and are intended to restore the destinationAos competitiveness.
Revitalization of Murals Through Collaboration with Artists Murals are the main attraction in Kampung Bekelir, which have now suffered damage and fading, reducing the aesthetic value of the area.
The revitalization of murals through collaboration with local artists, art communities, and academics can be a solution to revive this attraction.
This effort not only maintains the sustainability of Kampung BekelirAos iconic features but also strengthens the villageAos image as a center of creative artistic expression.
This activity can serve as a platform to encourage the involvement of younger generations to contribute to preserving the villageAos identity.
The involvement of the community alongside academics with expertise in the arts is an important strategy for supporting the achievement of these objectives (Primayudi & Wardoyo, 2.
Reviving Cultural Attractions and Typical Souvenirs with Support from Government MSME Programs Kampung Bekelir previously had cultural attractions such as Beksi martial arts and the production of typical souvenirs, but these activities are no longer operational.
This condition makes tourists only able to enjoy murals as the main attraction, resulting in a limited experience.
Support from government MSME programs can be utilized to revive cultural attractions and community-based souvenir production.
This step provides tourists with a more diverse experience while also creating opportunities for economic improvement among Kampung Bekelir residents.
The availability of souvenirs and local culinary specialties enhances the appeal of a destination, encourages tourist visits, and is supported by tourist attractions and cultural attractions (Andiani, 2.
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Packaging Murals as the Unique Identity of Kampung Bekelir Competition among creative tourism destinations in urban areas is becoming increasingly intense with the emergence of various thematic villages, even on a small The condition of Kampung Bekelir needs to reaffirm its position through strengthening its identity as a distinctive Aucolorful village.
Ay Murals are not only seen as colorful visual decorations but also as representations of the social and cultural values of the local community.
This differentiation provides uniqueness that is difficult to replicate by other destinations, ensuring that Kampung Bekelir retains its attractiveness and relevance amidst the existing competition.
Establishing a New Management Group to Replace Pokdarwis Pokdarwis, which previously played a central role as the main driver, is now inactive, resulting in very weak tourism management activities.
This condition can be addressed by forming new management groups involving Karang Taruna.
PKK, or a combination of residents who are concerned about the continuity of the tourism The presence of this group is expected to manage cleanliness, security, promotion, and coordination in a more structured manner.
This approach is also more realistic because it emphasizes community independence without fully depending on external support.
In community empowerment, community participation is the most important thing and is closely related to the success of a community empowerment program (Wibhisana, 2.
Optimizing Kampung BekelirAos Achievements and Positive Image as a Form of Promotion Kampung Bekelir possesses social capital in the form of several achievements, including second place in the Anugerah Pesona Indonesia (API) and national-level Pokdarwis awards.
These achievements reflect recognition of Kampung BekelirAos appeal and represent an important asset in maintaining its existence.
Such accomplishments can be utilized as promotional materials through social media, digital campaigns, and community events.
The use of the positive image and achievements that have been obtained provides an opportunity for Kampung Bekelir to attract more tourists, gain sponsorship, and strengthen its position as an urban creative tourism
CONCLUSION
This study concludes that Kampung Bekelir has strong potential as an urban creative tourism destination, supported by its mural-based visual identity, strategic location, and social cohesion within the community.
These elements form the main strengths that underpin the villageAos attractiveness and differentiate it as a creative destination in an urban context.
At the same time.
Kampung Bekelir presents significant opportunities for development through collaboration with artists, art communities, and academic institutions, as well as through government support via Doi: 10.
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MSME development programs.
Efforts such as periodic mural revitalization, reactivation of cultural attractions, and the development of community-based souvenir production can enrich visitor experiences while generating economic benefits for local residents.
Despite these potentials and opportunities, the study also identifies several challenges that hinder sustainability, including fading murals, inactive tourism institutions, limited supporting facilities, and declining community participation.
The reliance on murals as a single attraction increases vulnerability and reduces destination competitiveness in the long term.
Therefore, strategic interventions are required, particularly in strengthening community-based management structures, improving institutional capacity, enhancing basic tourism amenities, and optimizing promotional strategies to ensure sustainable destination management.
From a theoretical and conceptual perspective, this study contributes to urban creative tourism literature by demonstrating that visual-based creative destinations require continuous governance and institutional support beyond initial physical It extends community-based tourism studies by emphasizing that community participation must be supported by active organizational structures and effective management to achieve sustainability.
Furthermore, by integrating the 4A tourism framework with SWOT analysis, this study enriches destination management frameworks by offering an approach to assess post-development sustainability in urban thematic villages.
Overall, the findings highlight that sustainable urban creative tourism depends on a balanced interaction between creative identity, community empowerment, and institutional resilience.
REFERENCES