Branding the Capital City through Multi-Perspective Approach: The Case of ‘Enjoy Jakarta’ Campaign

Abstract

Place branding has become a powerful tool for promoting cities and regions. Unfortunately, many urban managers have been preoccupied with creating slogans and logos in implementing place branding. This has eventually limited the contribution of place branding towards tourism development, for which most place branding is targeted. This study aims to determine the factors that influence the successfulness of city branding programs in promoting tourism. This study applies qualitative methods by employing a series of in-depth interviews with relevant stakeholders comprising the government, private sector, destination management staff, tourism associations, academics, and the public. Using Enjoy Jakarta's branding campaign, this study found seven contributing factors that may impact the implementation of the campaign. Leadership, stakeholder collaboration, public management and departmental coordination are classified as tourism governance. On the other hand, attraction, accessibility and promotion are classified as tourism components. The study found that the governance factor is the most influential in the success of city branding programs. Tourism governance determines how tourism components may be implemented to achieve the goal of city branding.