PENERAPAN CITY BRANDING DALAM MEWUJUDKAN HERITAGE MILITARY TOURISM DI KOTA CIMAHI

Abstract

This research amis to analyze and describe the application of city branding in realizing Heritage Military Tourism in Cimahi City. The problem is that the implementation of the tour is not in accordance with its planning, the lack of infrastructure and tourist visits, and the benefits of the tourism sector are enjoyed by large capital owners due to the economic marginalization of MSMEs.

The research method used is qualitative with a collective case study approach, so that informants are selected from various Cimahi City Government's agencies/services and other stakeholders. Data collection techniques used are literature study, observation, interviews, and data collection with documents and audio/visual materials. The data analysis techniques used are data preparation, data reduction, data presentation, and drawing conclusions and verification.

The results show that in the dimensions of Vision and Strategy, the relevance of vision and strategy has not been accompanied by good coordination. The dimension Synergy, stakeholder support has not been accompanied by a formal agreement. The dimension of Local Communities, the identification of the needs of MSMEs has not been accompanied by their involvement in formal forums. The dimension of infrastructure, increasing accessibility has not been optimal. The dimensions of Cityscape and Getaways, the representative environment is not significant. The dimension of Internal Culture, city management and marketing have not been accompanied by adequate city government capabilities. The dimension of Opportunity, economic development has not been integrated with city branding. The dimension of Communication, the alignment of city branding messages has not been optimal. Thus, the application of city branding is not optimal.

Keywords : City Branding, Tourism, Heritage Military Tourism.