Analisis Pembentukan City Branding”The Heart Of East Java” Di Kabupaten Malang

Santoso, Irma Kurnia (2018) Analisis Pembentukan City Branding”The Heart Of East Java” Di Kabupaten Malang. Sarjana thesis, Universitas Brawijaya.


Kabupaten Malang merupakan salah satu kabupaten yang memiliki banyak potensi wisata alam. Namun banyaknya potensi wisata alam yang dimiliki Kabupaten Malang tersebut kurang sepenuhnya meningkatkan kunjungan wisata yang ada di Kabupaten Malang dan masih minimnya pengenalan image destinasi wisata di Kabupaten Malang. Hal demikian berbanding terbaik dengan kunjungan wisata yang ada di Kota Batu. Dimana di era otonomi daerah memberikan peluang pada setiap daerah untuk berkompetisi guna peningkatan daya saing wilayah. Sehingga Pemerintah Kabupaten Malang membentuk brand khusus kepariwisataannya dengan tagline

English Abstract

Malang Municipality is one district that has a lot of potential for nature tourism. But the number of potential natural tourism potential is less fully Malang increase tourist traffic in the district of Malang and still lack recognition image of tourist destinations in Malang. It thus best value with a tourist visit in Batu. Where decentralization provides opportunities for each region to compete in order to increase the competitiveness of the region. Malang Municipality Government thus formed brand specifically its tourismwith the tagline "theheart of east java."Malang Municipality Government show seriousness in the formation of branding with the launching twice. Formation of city branding is important to study because it is a milestone that determines the success of branding in the future. Researchers focused on the analysis of the establishment of city branding "the heart of east java" in Malang , The method used in this study is a qualitative research method. Theoretical framework used in this study is the theory city branding of related Kavaratzis three types of communication. The results of this study indicate primary and secondary communication indicator is indicator equally dominant in the establishment of city branding in the primary communication indicator Malang.Pada District Malang Municipality Government is targeting a total of 30% green space, installinglogo branding in parks and streets, making 3 scale priority to the construction of an access road that is TNBTS, KEK, JLS-South Beach, the construction of tourism facilities and culture under the auspices of the district government, community building companions travel, community participation through the village purification and discussion of several stakeholder related to the strengthening of branding, cooperation with the media and the private sector, the establishment of branding the government according to the vision contained in the 2016-2022 RPJMD related to the optimization of tourism, development TIC, and establishment Pokdarwis exploiting events in branding and sufficient financial readiness is budgeted from the budget amounted to 579.3 M. At the secondary communication indicator government uses the media indoor, outdoor and public relations inpromotion branding and the establishment of branding good philosophy to own the meaning of the slogan as well as graphic design. At the tertiary communication indicator media play a role in strengthening the branding in Malang, but the components word of mouth need to increase because people still in the stage of beginning to learn branding and there are positive and negative feedback. It so because branding is still relatively new.

Item Type: Thesis (Sarjana)
Identification Number: SKR/FIS/2018/3/051800502
Uncontrolled Keywords: Otonomi Daerah, Pembentukan, City Branding, Kabupaten Malang, The Heart Of East Java
Subjects: 300 Social sciences > 320 Political science (Politics and government) > 320.8 Local government
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Ilmu Pemerintahan
Depositing User: Budi Wahyono Wahyono
Date Deposited: 27 Apr 2018 01:20
Last Modified: 25 Oct 2021 04:41
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