Urgensi City Branding Dalam Paradiplomasi : Studi Kasus Kabupaten Serang

Rizky Hikmawan , Rizkiya Ayu Maulida

Abstract


In the era of globalization, regions is  required to increase their capacity to meet the needs of the society. Unfortunately not all regions have advantages in their efforts to fulfill the welfare of its people. There are regions that do not have a significant level of income so the economic growth relatively slow. This situation need to be overcome by the local government by implementing specific strategies that are expected to be an alternative to increase the regional income. One of the strategy that can be taken by the local government is to carry out some cooperation with another actors from outside the country. The cooperation is expected to bring investment which can bring positive results for regional development, including the welfare of the people. However, before carrying out foreign cooperation, the local government must be able to form a regional branding which is expected to be a unique value for foreign parties to work together. In this article we try to provide input for the local government of Kabupaten Serang to form a special branding for the region. Through this research, we hope to help Kabupaten Serang to design strategic foreign cooperation and by the end produce many benefits for the society

Keywords


branding, kabupaten serang, tourism, paradiplomasi, local autonomy

References


Anholt, S. (2003). Branding Places and Nations. In R. Clifton & J. Simmons (Eds.), Brands and Branding (pp. 213–225). London: Profile Books.

Bawanti, A. (2016). Branding dalam Pengembangan Destinasi Pariwisata Kabupaten Jayapura. Jurnal Media Wisata, 14(1), 365–381. https://doi.org/10.1017/CBO9781107415324.004

Blackett, T. (2003). What is a Brand? In R. Clifton & J. Simmons (Eds.), Brands and Branding (Vol. 1, pp. 13–25). London: Profile Books.

BPS Kabupaten Serang. (2018). Kabupaten Serang dalam Angka. Kabupaten Serang: BPS Kabupaten Serang.

Dinnie, K. (2011). City Branding: Theory and Cases. Hampshire: Palgrave Macmillan.

Euro Cities. (2010). A Shared Vision on City Branding in Europe. Retrieved September 5, 2019, from http://nws.eurocities.eu/MediaShell/media/EUROCITIES_Brochure_FINAL_web_19Nov10-SMUL_10638.pdf

Herget, J., Petrů, Z., & Abrhám, J. (2015). City branding and its economic impacts on tourism. Economics and Sociology. https://doi.org/10.14254/2071-789X.2015/8-1/9

Issundari, S. (2018). Paradiplomacy and Indonesian Public Diplomacy. Advances in Social Science, Education and Humanities Research, 231(Amca), 156–159. https://doi.org/10.2991/amca-18.2018.44

Kabar Banten. (2019). Pemkab Serang Dukung Pariwisata Berbasis Syariah. Retrieved from https://www.kabar-banten.com/pemkab-serang-dukung-pariwisata-berbasis-syariah/

Kavaratzis, M., & Ashworth, G. J. (2005). City branding: An effective assertion of identity or a transitory marketing trick? Tijdschrift Voor Economische En Sociale Geografie, 96(5), 506–514. https://doi.org/10.1111/j.1467-9663.2005.00482.x

Kementerian Pariwisata. (2019). Masterplan Pengembangan Wisata Religi Mulai Diterapkan di Tanara Banten. Retrieved from http://www.kemenpar.go.id/post/siaran-pers-masterplan-pengembangan-wisata-religi-mulai-diterapkan-di-tanara-banten

Kotler, P., & Pfoertsch, W. (2006). B2B Brand Management. Berlin: Springer.

Kusnetzov, A. (2014). Theory and Practice of Paradiplomacy: Subnational Governments in International Affairs.

Morgan, N., Pritchard, A., & Pride, R. (2004). Destination Branding: Creating the Unique Destination Proposition. Amsterdam: Elsivier.

Mukti, T. A. (2013). Paradiplomacy Kerjasama Luar Negeri Oleh Pemda Di Indonesia.

Ritchie, J. R., & Ritchie, J. B. (1998). The Branding of Tourism Destination: The Past Achievment and Future Challenges. Marrakech.

Sinaga, O. (2010). Otonomi Daerah dan Kebijakan Publik: Implementasi Kerjasama Internasional. Bandung: Lepsindo.

Sukmaraga, A. A., & Nirwana, A. (2016). City Branding: Sebuah Tinjauan Metodologis dengan Pendekatan Elaboratif, Praktis, dan Ilmiah. Jurnal Art, Design, Art Education and Cultural Studies, 1(1), 1–19.

Thresnawaty, E. (2009). Lintasan Sejarah Pemerintahan Kabupaten Serang Abad XVI - XX. Patanjala : Jurnal Penelitian Sejarah Dan Budaya, 1(2), 175–187. https://doi.org/10.30959/patanjala.v1i2.246




DOI: http://dx.doi.org/10.33822/mjihi.v2i2.1594

Article Metrics

Abstract view : 16 times
PDF (Bahasa Indonesia) - 5 times

Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.