Andryan Setyadharma, FEB Ilmu Ekonomi (2021) City Branding Implementation as an Effort of Increasing Tourism Performance. REVIEW OF INTERNATIONAL GEOGRAPHICAL EDUCATION, 11 (3). ISSN 2146-0353

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Abstract

For a region, City Branding is an image pertained to a particular area to gain a respectful position to be known worldwide. Many cities in Indonesia have tried to implement this strategy, but there are only few of them successfully built the brand. This research attempted to determine possible City Branding strategies to be implemented by stakeholders as an effort to develop tourism image. In carrying out this research, primary data were used and analyzed using Analytic Hierarchy Process (AHP). The results emphasized anidea for thesuccess ofCityBrandingtopromote tourism,namelyimproving andproviding safe and comfortable infrastructure for tourists, particularly the transportation control. It implies that there should be readiness for the local physicality and resources as the priority prior to promotional activities. Therefore, stakeholder synergyandcooperationarethekeytobrandthecityasatouristdestination.With regard to these findings, this research provides a new contribution for the development of tourism economic theory in which it confirms that tourism development can be supported through marketing and promotion through city branding.

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