Pengembangan Strategi City Branding melalui Kerangka Kerja Konseptual
Menyajikan Alat Implementasi Praktikal kepada Pemerintah Kota
DOI:
https://doi.org/10.21787/jbp.15.2023.123-143Kata Kunci:
city branding, branding regional, branding tempat, strategi city branding, pengukuran city branding, implementasi city brandingAbstrak
Dalam beberapa tahun terakhir, City branding telah menjadi isu yang penting karena implikasi ekonomi dan politik. Kesuksesan implementasi city branding mengharuskan keterlibatan pemerintah kota dan pemangku kepentingan dalam pengembangan strategi pemasaran lintas sektoral. Dalam penelitian ini, kami melakukan tinjauan literatur dan mengidentifikasi tiga dimensi kritis - politik dan kesesuaian, sosio-ekonomi, dan keberlanjutan - yang harus dipertimbangkan saat membuat daftar ceklis implementasi untuk regulator dan eksekutif kota. Untuk mengatasi kesenjangan penelitian, kami mengembangkan kerangka konseptual dan praktis yang memperkenalkan tiga istilah baru - objek citra pemasaran kota, artifak, dan infrastruktur - yang dianggap esensial dalam menerapkan strategi pemasaran kota di Indonesia. Artikel ini menyediakan daftar ceklis implementasi komprehensif bagi pemerintah kota untuk memastikan bahwa strategi mereka telah memenuhi kriteria tiga dimensi. Selain itu, kami berharap bahwa artikel ini akan memulai dan merangsang diskusi tentang strategi pemasaran kota, lebih lanjut penelitian ini menawarkan perspektif alternatif tentang strategi pemasaran kota dan menyediakan alat implementasi yang berharga bagi regulator, eksekutif, dan akademisi yang terlibat dalam pemasaran kota di Indonesia.
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