<![CDATA[Penelitian ini menganalisis strategi penguatan citra Pasar Prawirotaman sebagai destinasi wisata berbasis ekonomi kreatif dan budaya lokal dalam konteks pembangunan pariwisata berkelanjutan di Yogyakarta. Melalui pendekatan kualitatif dan metode studi kasus, data diperoleh melalui observasi lapangan selama dua bulan, wawancara mendalam dengan enam narasumber, serta dokumentasi visual. Hasil penelitian menunjukkan bahwa revitalisasi fisik pasar, pengembangan ruang kreatif seperti Studio 103, serta keterlibatan komunitas lokal berkontribusi positif terhadap peningkatan citra dan daya tarik pasar. Integrasi aktivitas seni, kuliner lokal, dan identitas visual menjadikan pasar ini sebagai ruang interaksi budaya yang dinamis dan inklusif, sejalan dengan konsep creative city dan community-based tourism. Namun demikian, tantangan yang dihadapi mencakup rendahnya literasi digital, belum optimalnya strategi branding digital, serta ketiadaan sistem monitoring keberlanjutan. Penelitian ini merekomendasikan penerapan strategi kolaboratif berbasis model pentahelix melibatkan pemerintah, akademisi, pelaku usaha, komunitas, dan media sebagai pendekatan integratif untuk menjawab tantangan tersebut. Temuan ini memberikan kontribusi penting bagi pengembangan model branding pasar tradisional sebagai destinasi wisata yang edukatif, kreatif, dan berkelanjutan. Strengthening the Image of Yogyakarta Prawirotaman Market as a Sustainable Creative Economy Based Tourism DestinationABSTRACTThis research analyzes the strategy of strengthening the image of Prawirotaman Market as a tourist destination based on creative economy and local culture in the context of sustainable tourism development in Yogyakarta. Using a qualitative approach and case study method, data were obtained through field observations for two months, in-depth interviews with six resource persons, and visual documentation. The results show that the physical revitalization of the market, the development of creative spaces such as Studio 103, and the involvement of local communities contribute positively to the improvement of the market's image and attractiveness. The integration of art activities, local culinary, and visual identity makes this market a dynamic and inclusive space for cultural interaction, in line with the concept of creative city and community-based tourism. However, challenges include low digital literacy, suboptimal digital branding strategies, and the absence of a sustainability monitoring system. This research recommends the implementation of a collaborative strategy based on the pentahelix model involving government, academics, businesses, communities and media as an integrative approach to address these challenges. The findings make an important contribution to the development of a traditional market branding model as an educational, creative and sustainable tourist destination.]]>
