The Role of Civil Servants in Spatial Governance and Urban Image Formation: A Qualitative Study of the Royal Baroe–Pasar Lama–China Town Corridor in Serang City

Abstract

This article examines the role of civil servants in spatial governance and urban image formation in the Royal Baroe–Pasar Lama–China Town corridor of Serang City. The study begins from the argument that contemporary urban management is no longer limited to physical regulation, but also involves symbolic construction, inter-agency coordination, and the creation of public legitimacy through visible spatial transformation. Using a descriptive qualitative method, this research analyzes policy narratives, institutional responses, media-documented developments, and local restructuring processes related to the revitalization of Royal Baroe and its surrounding urban corridor. The findings indicate that civil servants performed at least four interconnected roles. First, they acted as spatial coordinators who linked trade regulation, circulation management, public order, and event-based activation. Second, they functioned as image brokers by translating government programs into a more attractive urban identity associated with cleanliness, aesthetics, safety, and economic optimism. Third, they served as institutional integrators by encouraging the establishment of a more permanent management unit to reduce fragmented sectoral action. Fourth, they became intermediaries connecting relocation policy, local traders, visitors, and potential investors. Based on these findings, the article argues that the effectiveness of spatial governance in secondary cities depends not only on design interventions, but also on administrative continuity, inter-agency collaboration, and the state’s ability to sustain public trust after physical revitalization. The study recommends stronger area-based governance, inclusive trader assistance, and long-term urban branding linked to public service delivery.