Deciding Town Hall’s Best Business Development Area from PT. Batu Bara Berjaya (PT. BBB)

In contrast to earlier years, the Town Hall currently serves as a multifunctional space encompassing a park, a recreational facility, and a venue for fulfilling one’s daily physical training requirements. Batu Bara Berjaya (BBB) and its staff, including contractors and subcontractors, are currently seeking an increase in visitor numbers. This thesis aimed to identify authentic challenges, ascertain the optimal business line for Town Hall, and explore strategies for Town Hall to effectively compete with other prominent attractions in East Kutai, thereby reclaiming its position as the preferred destination. The research methodology integrates both qualitative and quantitative descriptive approaches. The data collection process involved the administration of questionnaires, conducting interviews, making field observations, and reviewing relevant literature. In qualitative analysis, data is subjected to various analytical techniques such as Stakeholder Analysis, Kepner-Tregoe Analysis (K-T Analysis), 5 Whys Analysis, Porter’s Five Forces Analysis, and Value Co-Creation Analysis. On the other hand, quantitative analysis involves using the Analytical Hierarchy Process (AHP) Analysis to process data. The study’s findings demonstrated that applying the Analytic Hierarchy Process (AHP) suggests that the Town Hall ought to prioritise developing the Sports Centre. Subsequently, the Culinary Area and Hangout Places should be considered as secondary options. According to Porter’s Five Forces framework, the Town Hall can be classified as operating moderately. Alternatively, it could be subject to competition in its role as a tourist destination, notwithstanding the challenges associated with accessing it. Furthermore, the researchers propose utilising the Value Co-Creation Analysis framework to convert town halls into viable and enduring tourist destinations. The results of the study indicate that based on AHP calculations, the Town Hall should prioritize the Sports Center as the primary development option, followed by the Culinary Area and Hangout Places. Then, based on Porter's Five Forces, the Town Hall is at the Moderate level, or it can be contested again to compete as a place to visit, despite the difficulty of the path. And ultimately, the authors of this study suggest employing the Value Co-Creation Analysis framing to transform town halls into sustainable visitor destinations.