CITY BRANDING KECAMATAN PONCOKUSUMO SEBAGAI KAWASAN DESA WISATA DI KABUPATEN MALANG

Abstract

This study aims to find a structured city branding model of Poncokusumo District of Malang Regency as a tourism village area in Malang Regency by using aspects / dimensions of city branding by Kavaratzis (2004). This analysis is carried out in 2 stages, namely primary communication and secondary communication. The point of view in this study uses the point of view of communication which views a brand as part of public relations. Researchers used qualitative descriptive methods with data collection techniques, in-depth interviews, observation, and documentation. The informant selection technique uses a purposive sampling technique while the data analysis technique uses Miles & Huberman, consist of data reduction, data presentation, and data verification and data validity using source triangulation. The results of this study indicate that the structured city branding model through the Kavaratzis city branding concept conducted by the Malang District Culture and Tourism Office has not yet been found. This is because the Malang District Culture and Tourism Office has not yet developed an effective primary communication where the official as the program owner can clearly communicate the concept of a tourism village and its development. Secondary communication in the development of Poncokusumo Subdistrict as a tourist village area experienced a problem, which is the absence of special publications by the Culture and Tourism Office of Malang Regency, so that the popularity of Poncokusumo Subdistrict as a tourist village area could not reach the Top of Mind. The Poncokusumo District Brand as a tourist village area is less known because there is no special event that lifts the tourism village and the publication is less so that Poncokusumo District as a tourist village area is less known by the public. Keywords: City Branding, Poncokusumo, Tourism Village