City Branding Strategy and Local Government Readiness
Eli Jamilah Mihardja, B.P. Kusumo Bintoro, Rahmita Saleh, Yusmanizar
Eli Jamilah Mihardja, Universitas Bakrie, Jakarta
B.P. Kusumo Bintoro, Universitas Bakrie, Jakarta
Rahmita Saleh, Universitas Fajar, Makassar
Yusmanizar, Universitas Fajar, Makassar
Abstract
City branding can be started from extracting the potential of regions in Indonesia which can fit as qualified for world qualifications. Indonesia Ministry of Tourisms policy also emphasizes that the regional government must also build a brand for the region, which is in accordance with the potential and positioning of the target area so that it can benefit from awareness, reputation, a good perception of a tourist destination, encourage an investment climate, and increase tourist visits tourist destination. This research is part of the 2018 Kemristekdikti PDUPT scheme research. Using FGD, in-depth interview and observation of government officer in Kabupaten Pinrang, South Sulawesi, during February to December 2018, it is known that the regional government generally does not have sufficient knowledge about the city branding formation strategy. Therefore, it is necessary to socialize the importance of city branding for the region as well as training to form a city branding strategy.
Keywords: city branding, local government, Pinrang
Topic: International Symposium on Social Sciences, Humanities, Education, and Religious Studies