The Indonesian Slum Tourism: Selling the Other Side of Jakarta to the World Using Destination Marketing Activity in the Case of “Jakarta Hidden Tour”

Abstract

This research is constructed based on the reality of slum tourism as a new phenomenon in the era of globalization. The locus is selected as it is related to Jakarta Hidden Tour case in Indonesia. The question posed is how to promote slum tourism in the Jakarta Hidden Tour to the international world and raison d'etre. To answer the problem formulation, the researcher uses eclectic analytical framework which are commodification theory by Karl Spracklen and destination marketing theory by Youcheng Wang and Abraham Pizam. By using qualitative method, departing from above-mentioned understanding, this paper claims that slum tourism in the case of Jakarta Hidden Tour as a form of valorization offered to the world. Whereby, the core argument is slum tourism phenomenon that arise in Indonesia is one of the dark side of Indonesia's economic development that generates inequality especially in big cities.