GOVERNMENT-INITIATED CITY BRANDING : A CASE OF SAPTA CIPTA IN CIANJUR, WEST JAVA, INDONESIA
Dr. Prima Mulyasari Agustini, Dr. Tuti Widiastuti, Eli Jamilah Mihardja, Ph.D

Universitas Bakrie

Abstract

Cianjur as one of the districts in West Java is carrying out various activities under the framework of city branding namely Sapta Cita. This research focuses on the packaging of Sapta Cita as the Cianjur government strategy as well as flagship program for establishing city branding. The purpose of this study is to analyze: (1) stakeholder perceptions on the flagship program Sapta Cita; (2) the advantages, weaknesses, challenges and packaging opportunities of Sapta Cita as strategic city branding in Cianjur; (3) messages embedded within the strategic city branding of Cianjur through various programs in Sapta Cita ,and; (4) the implementation of Sapta Cipta Action Plan. The method used in this study are in-depth surveys and interviews involving the millennial generation in general, and other stakeholder groups such as community leaders, members of communities, visitors to tourist attractions, officials at the Cianjur Tourism and Sports Agency, Cianjur Bappeda officials, and Cianjur Public Relations Officer. This study finds that: (1) millennial generations generally know of Cianjur tourist attractions; (2) evaluation on advantages, weaknesses, challenges, and packaging opportunities of Sapta Cita points toward various of potentials in Cianjur that can be developed into robust city identity; (3) Cianjur-s jargon Jago is the core message in Cianjurs branding, and; (4) Sapta Cita as flagship program is carried out through the "seven-goal" program.

Keywords: Strategy, City Branding, Government Programs.

Topic: Sustainable Development Goals

Link: https://ifory.id/abstract-plain/BAyhgkD7K2PU

Web Format | Corresponding Author (Prima Mulyasari Agustini)