City Branding ‘Explore Your South Sumatera’ untuk Meningkatkan Daya Tarik Wisata Provinsi Sumatera Selatan

Syifa Safira Wulandari; M. Husni Thamrin; Miftha Pratiwi

doi:10.47753/kaghas.v3i2.37

Syifa Safira Wulandari Universitas Sriwijaya
M. Husni Thamrin Universitas Sriwijaya
Miftha Pratiwi Universitas Sriwijaya

DOI: https://doi.org/10.47753/kaghas.v3i2.37

Keywords: City Branding, Marketing Communication, Tourism

Abstract

This research entitled "City Branding Explore Your South Sumatra to increase the Tourist Attraction of South Sumatra Province" aims to explore the implementation of city branding strategy in order to increase the number of tourist visits by the South Sumatera State Department of Tourism. By using qualitative methods and Kotler’s general city branding strategy (Intyaswono, 2016), it is found out that the objective of the implementation of this strategy is to create a destination branding that focused on showing the uniqueness of the culture and the province’s enormous landscape. The implementations of this branding strategy also helps Disbudpar Sumsel to created it is own target market and increased the number of visitors significantly. However, through this research, it is also found out that the weaknesses in this branding itself caused by the promotion and marketing which are still not managed optimaly.