ACCESSIBILITY DEVELOPMENT: A GUIDE TO SUSTAIN MODERN MARKET FOR URBAN SHOPPER’S DIVERSITY

Abstract

Modern market has been defined as the needs of urban shoppers in providing the grocery shopping and fulfilling the shopping demands. In addition, changes in the diverse shoppers, lead to diverse market desire to acquire more convenient place to shop. Therefore, accessibility should be a key issue to this consideration that eventually will be able to enhance the shopper experience. This study aims to identify the accessibility implementation in term of common requirements of Jakarta’s modern market based on World Tourism Organization Accessible Tourism concept. This research used qualitative method with explorative approach. Research object was chosen based on modern market data listed in Jakarta Culture and Tourism Board official website retrieved on January 10^th, 2018. Primary data were collected through interview and direct filed observation on eight modern markets in Jakarta. The finding elaborates accessibility implementation in terms of common requirements based on seven criteria; parking area, communication, signage, horizontal movement, vertical movement, public hygiene and prices. The results show communications criteria are less implemented and signage criteria are implemented the most by majority modern market. This study implication will be beneficial in providing recommendation for modern market to be able to sustain the business through maximizing the common requirements of accessibility to meet the needs of diverse urban shopper.