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Strategi Penjenamaan Kota: Memahami Interaksi Budaya, Identitas, dan Peran Pemangku Kepentingan dalam Membangun Citra Urban

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Andrian pramana Suherman at Indonesia University of Education
Andrian pramana Suherman
Asep Miftahuddin
Asep Miftahuddin
Asep Miftahuddin
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Abstract

PENDAHULUAN Di era globalisasi yang semakin meningkat, penjenamaan tempat telah menjadi alat penting dalam strategi pembangunan, baik untuk kota maupun daerah pedesaan. Dalam konteks ini, Kabupaten Guangshan di China menjadi contoh menarik di mana penjenamaan tempat diadopsi sebagai kebijakan untuk meningkatkan daya tarik dan kesejahteraan ekonomi daerah .Strategi ini tidak hanya berfokus pada citra visual, tetapi juga melibatkan pengembangan narasi yang kuat untuk menarik perhatian masyarakat dan wisatawan. Pentingnya suvenir dalam mendukung citra kota juga telah mendapat perhatian, terutama di St. Petersburg, di mana penelitian menunjukkan bahwa suvenir museum tidak hanya berfungsi sebagai produk komersial, tetapi juga sebagai alat untuk memperkuat citra kota .Interaksi antara budaya lokal dan citra kota memperlihatkan bagaimana elemen-elemen ini saling mempengaruhi dalam penjenamaan tempat. Penjenamaan tempat juga berkaitan erat dengan nama perusahaan dan atribut tempat, yang dapat mempengaruhi persepsi publik terhadap suatu daerah Pemahaman tentang bagaimana nama dan atribut tersebut membentuk strategi branding publik menjadi krusial dalam menciptakan identitas yang kuat dan terintegrasi di kalangan pemangku kepentingan Analisis semiotik terhadap penjenamaan kota, seperti yang dilakukan untuk Rio de Janeiro, menunjukkan bagaimana simbol dan narasi memainkan peran penting dalam membentuk identitas kota Ini menggarisbawahi pentingnya pemahaman mendalam tentang konteks budaya dalam proses branding untuk menarik pengunjung dan menciptakan pengalaman yang bermakna. Dalam konteks pandemi COVID-19, dampaknya terhadap praktik penjenamaan tempat yang partisipatif menjadi isu krusial. Penelitian menunjukkan bahwa kolaborasi antara pemerintah, masyarakat, dan sektor industri dihadapkan pada tantangan dalam mengambil keputusan strategis di tengah krisis. Situasi ini memaksa banyak daerah untuk merespon dengan cepat dan adaptif terhadap kebutuhan dan harapan masyarakat. Selanjutnya, studi mengenai "cinta merek kota" menunjukkan hubungan emosional antara pengunjung dan kota, serta bagaimana pengalaman wisata yang positif dapat membangun loyalitas dan minat untuk kembali. Dengan demikian, pengembangan citra merek kota tidak hanya bergantung pada elemen visual dan naratif, tetapi juga pada pengalaman yang dirasakan oleh pengunjung dan penduduk setempat. Krisis kesehatan global, seperti yang dialami selama wabah Ebola, memberikan pelajaran berharga dalam pengelolaan situasi kritis. (Miftahuddin et al., 2022) mengeksplorasi bagaimana pengalaman tersebut dapat diterapkan dalam konteks pandemi COVID-19 dengan menggunakan model sistem manajemen insiden kritis. Pembelajaran dari pengalaman masa lalu dapat membantu organisasi merumuskan respons yang lebih efektif terhadap tantangan baru.
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Strategi Penjenamaan Kota: Memahami Interaksi Budaya, Identas, dan Peran Pemangku
Kepenngan dalam Membangun Citra Urban
Andrian Pramana Suherman , Asep Miahuddin
Universitas Pendidikan Indonesia
PENDAHULUAN
Di era globalisasi yang semakin meningkat, penjenamaan tempat telah menjadi alat penng dalam
strategi pembangunan, baik untuk kota maupun daerah pedesaan. Dalam konteks ini, Kabupaten
Guangshan di China menjadi contoh menarik di mana penjenamaan tempat diadopsi sebagai kebijakan
untuk meningkatkan daya tarik dan kesejahteraan ekonomi daerah(Gou et al., 2019) .Strategi ini dak
hanya berfokus pada citra visual, tetapi juga melibatkan pengembangan narasi yang kuat untuk
menarik perhaan masyarakat dan wisatawan.
Penngnya suvenir dalam mendukung citra kota juga telah mendapat perhaan, terutama di St.
Petersburg, di mana penelian menunjukkan bahwa suvenir museum dak hanya berfungsi sebagai
produk komersial, tetapi juga sebagai alat untuk memperkuat citra kota(Trabskaia et al., 2019)
.Interaksi antara budaya lokal dan citra kota memperlihatkan bagaimana elemen-elemen ini saling
mempengaruhi dalam penjenamaan tempat.
Penjenamaan tempat juga berkaitan erat dengan nama perusahaan dan atribut tempat, yang dapat
mempengaruhi persepsi publik terhadap suatu daerah (Bassols i Gardella et al., 2024)Pemahaman
tentang bagaimana nama dan atribut tersebut membentuk strategi branding publik menjadi krusial
dalam menciptakan identas yang kuat dan terintegrasi di kalangan pemangku kepenngan.
Analisis semiok terhadap penjenamaan kota, seper yang dilakukan untuk Rio de Janeiro,
menunjukkan bagaimana simbol dan narasi memainkan peran penng dalam membentuk identas
kota (Lima et al., 2019) Ini menggarisbawahi penngnya pemahaman mendalam tentang konteks
budaya dalam proses branding untuk menarik pengunjung dan menciptakan pengalaman yang
bermakna.
Dalam konteks pandemi COVID-19, dampaknya terhadap prakk penjenamaan tempat yang
parsipaf menjadi isu krusial. Penelian menunjukkan bahwa kolaborasi antara pemerintah,
masyarakat, dan sektor industri dihadapkan pada tantangan dalam mengambil keputusan strategis di
tengah krisis (Reynolds, 2023). Situasi ini memaksa banyak daerah untuk merespon dengan cepat dan
adapf terhadap kebutuhan dan harapan masyarakat.
Selanjutnya, studi mengenai "cinta merek kota" menunjukkan hubungan emosional antara
pengunjung dan kota, serta bagaimana pengalaman wisata yang posif dapat membangun loyalitas
dan minat untuk kembali (Ghorbanzadeh, 2024). Dengan demikian, pengembangan citra merek kota
dak hanya bergantung pada elemen visual dan naraf, tetapi juga pada pengalaman yang dirasakan
oleh pengunjung dan penduduk setempat.
Krisis kesehatan global, seper yang dialami selama wabah Ebola, memberikan pelajaran berharga
dalam pengelolaan situasi kris. (Miahuddin et al., 2022) mengeksplorasi bagaimana pengalaman
tersebut dapat diterapkan dalam konteks pandemi COVID-19 dengan menggunakan model sistem
manajemen insiden kris. Pembelajaran dari pengalaman masa lalu dapat membantu organisasi
merumuskan respons yang lebih efekf terhadap tantangan baru.
DAFTAR PUSTAKA
Bassols i Gardella, N., Acevedo, C., & Orjuela Marnez, C. (2024). Place aributes and company
names: an empirical and conceptual study into public branding and business strategies. Journal
of Place Management and Development, 17(3), 325–344. hps://doi.org/10.1108/JPMD-03-
2023-0023
Ghorbanzadeh, D. (2024). City brand love: desnaon aracveness and memorable tourism city
experiences. Tourism Review, 79(3), 703–718. hps://doi.org/10.1108/TR-01-2023-0016
Gou, J., Li, N., Lyu, T., Lyu, X., & Zhang, Z. (2019). Barriers of knowledge transfer and migang
strategies in collaborave management system implementaons. VINE Journal of Informaon
and Knowledge Management Systems, 49(1), 2–20. hps://doi.org/10.1108/VJIKMS-09-2018-
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Lima, V., Baiocchi Antunes Corrêa, A., Zanini, M. T., Grubits de Paula Pessôa, L. A., & Reis Irigaray, H.
A. (2019). Branding Rio de Janeiro: a semioc analysis. Markeng Intelligence and Planning,
37(6), 645–659. hps://doi.org/10.1108/MIP-08-2018-0303
Reynolds, L. (2023). COVID-19 and the parcipatory place branding impasse: a study of actor agency.
Journal of Place Management and Development, 16(4), 561–576.
hps://doi.org/10.1108/JPMD-10-2022-0099
Trabskaia, I., Shuliateva, I., Abushena, R., Gordin, V., & Dedova, M. (2019). City branding and museum
souvenirs: towards improving the St. Petersburg city brand: Do museums sell souvenirs or do
souvenirs sell museums? Journal of Place Management and Development, 12(4), 529–544.
hps://doi.org/10.1108/JPMD-06-2017-0049
Miahuddin, A., Pradana, M., Amalina, R., & Kumalasari, D. (2022). Urban Tourism Desnaon Image
Percepon Based on Social Network Analysis: The Example of the Tourist Sites in Yogyakarta. In
THE INTERNATIONAL JOURNAL OF BUSINESS REVIEW (THE JOBS REVIEW) (Vol. 5, Issue 1).
hps://dea.uii.ac.id/
ResearchGate has not been able to resolve any citations for this publication.
Place attributes and company names: an empirical and conceptual study into public branding and business strategies
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Purpose This research finds out to what extent companies’ names are influenced by the place’s attributes versus the official branding policies of a place and, consequently, whether and how local companies “buy into” the place’s strategies put forth by official bodies. Design/methodology/approach This paper is both conceptual and empirical, as a mixed quantitative and interpretive approach is used. The companies’ names of a tourist industry (the tour and guiding companies) in three destinations are compared and pitched against the branding of these cities. The companies' names are classified into categories to ascertain whether they reflect (or diverge from) the official strategies. Finally, a conceptual model is developed to explain the findings: the strategic naming model (SNM). Findings Our main finding is that the overall business features of a place being stronger determinants to the naming strategies than tourist destination branding initiatives. The intrinsic features of a place seem thus to be “above” destination branding policies. The researched features account for different naming strategies, such as highly original names, flat names or non-strategic names. Research limitations/implications As the work is based on a convenience sample, it cannot claim strong representativity. The fact that each of the three data sets was processed by a different researcher might bring up personal biases. Practical implications This work is a call for a more intensive use of naming strategies to the companies’ advantages, as naming is found out to be strategy used to a very low degree. Thanks to this research, companies will understand the different naming possibilities and be able to apply them to their strategies by choosing names which express “uniqueness” or “belonging”. Practitioners will also be aware of whether they are communicating towards the industry or towards the market. Originality/value No works were found that empirically pursue our research goals. Therefore, this research might be considered as a novelty. The proposed SNM model explains and relates the most usual company naming techniques, which were unrelated up to date.
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Urban Tourism Destination Image Perception Based on Social Network Analysis: The Example of the Tourist Sites in Yogyakarta
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  • Oct 2022
Urban Tourism Destination Image Perception aims to describe the image of urban tourism from the perspective of the perception of tourists, therefore, this study provides new information on the progress and innovation of urban tourism. The model proposed in this study can effectively depict a perceptual picture of a tourist destination, with the conclusion that the research provides a vital referential basis for the development of sustainable urban tourism. Combined with Social network analysis, we built a research framework of image perception of tourism destinations and then took popular online comments of beautiful places in Yogyakarta Travel as an example from twitter data using DroneEmprit. The results show that four aspects are included in tourists' perceptions of the image of the city of Yogyakarta: experience, historical culture, recreational services, and tourist destinations. Among them, the social network of the experiential dimension is the most closely related. In addition, emotional analysis illustrates that tourists' emotional tendencies tend to be positive under the four perceptual dimensions.
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Barriers of knowledge transfer and mitigating strategies in collaborative management system implementations
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Full-text available
  • Jan 2019
Purpose As the dynamics of the external environment of the enterprise continue to increase, the support of information systems for organizational agility becomes increasingly important. Collaborative Management System (CMS) is a new type of information system that can cope with the dynamic changes of the organization. Effective knowledge transfer is the core of the system implementation. The purpose of this study is to explore the knowledge transfer barriers faced by CMS in its implementation process. Design/methodology/approach Through field interviews with a representative CMS provider, this paper summarizes the barriers of knowledge transfer during CMS implementation into three aspects. Findings Based on the innovative measures taken by the company and relevant literature, the corresponding mitigating strategies are proposed. Originality/value The findings enrich the implementation methodology of agile information systems by exploring the knowledge transfer problem from a novel context. The study also provides a reference for practical implementation to overcome the dilemma of knowledge transfer.
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City brand love: destination attractiveness and memorable tourism city experiences
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  • Sep 2023
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Purpose Drawing on the literature on brand–consumer relations in an attempt to apply the concept of brand love to a city tourism destination, this paper aims to explore the antecedents and consequences of city brand love. Design/methodology/approach Based on quantitative research and cluster sampling, study data was collected from 330 international tourists who visited six Iran cities. The research model is tested using partial least square structural equation modeling. Findings According to the results, city brand attractiveness, city brand identification and memorable city brand experience are the antecedents of city brand love. Moreover, the city brand attractiveness, both directly and indirectly through memorable experiences and identification with the city brand, is one of the antecedents of city brand love. Finally, the results suggest that word of mouth and revisit intention are major behavioral outcomes of city brand love. Originality/value By providing a validated conceptual model that traces the antecedents and consequences of city brand love, this study attempts to answer prior calls for examination from the viewpoint of city tourism scholars.
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COVID-19 and the participatory place branding impasse: a study of actor agency
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  • Jul 2023
  • J Place Manag Dev
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City branding and museum souvenirs: towards improving the St. Petersburg city brand: Do museums sell souvenirs or do souvenirs sell museums?
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  • Jun 2019
  • J Place Manag Dev
Purpose The purpose of this paper is to identify ways to develop museum shop product, which will possess competitive advantage, and to recommend what should be done to develop such product so that it has a positive impact on the city brand of St. Petersburg. Design/methodology/approach In total, 76 museums have been studied through the observation method to describe their shops’ inventory in terms of percentages of each product. Mostly St. Petersburg museums were included in the analysis. The observation method enabled the researchers to analyse the inventory of the museum souvenir shops. The findings of the analysis enabled the researchers to reach conclusions about museums’ strategies of product development. Findings The research allowed to make the conclusion that although the museum shops in St.Petersburg demonstrate positive tendencies in the development of competitive stores’ products a lot of work is still to be done. Not all museums are characterised by availability of clear strategy for product development. They offer souvenirs (if any) which do not differ from those existing on the market according to topics and functions which are characteristic for them. Recommendations on how to make the product of museum shops more competitive were proposed. Practical implications Cities need new and fresh ways to create and promote their brands. Museums can contribute to this significantly with the help of souvenirs production. This research will provide insight into the process of how museums can do this by developing their shops’ inventory strategies. Recommendations to improve strategies for creation of competitive product were offered in the paper. Originality/value In today’s competitive conditions, museums are creating augmented products and create museum shops. Nevertheless, the role of museum shops in brand creation is underexplored. Museum shops have a high potential for creating high-quality products that may influence the museum and city brand in a positive way, as souvenirs and visual images of museum artifacts play an essential role in making an impression on tourists.
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Branding Rio de Janeiro: a semiotic analysis. Marketing Intelligence and Planning
  • Jan 2019
  • 645-659
  • V Lima
  • A Baiocchi Antunes Corrêa
  • M T Zanini
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  • L A Pessôa
  • H A Reis Irigaray
Lima, V., Baiocchi Antunes Corrêa, A., Zanini, M. T., Grubits de Paula Pessôa, L. A., & Reis Irigaray, H. A. (2019). Branding Rio de Janeiro: a semiotic analysis. Marketing Intelligence and Planning, 37(6), 645-659. https://doi.org/10.1108/MIP-08-2018-0303