City Branding: Tourism Marketing Strategy City of Padang

DOI

10.2991/ictgtd-16.2017.61How to use a DOI?

Keywords

Tourism marketing, branding, branding communication, city branding, branding strategy

Abstract

A city considered to have qualified a strong brand if it has a history, the quality of the place, lifestyle, culture,and diversity of the marketable as a tourist and investment destination. Kota Padang is considered to have almost all of these qualifications, but a way of marketing their regions considered less effective and less understood by investors. The main constraint is the selection of non-conforming products and ways of communicating that does not refer to the branding communication and city branding. This study aims to look at the tourism marketing strategy in Padang through any city branding and inhibiting factors and supporting the efforts of the implementation of city branding. The research method applied is qualitative method. The method is likely to use a descriptive analysis. This study further highlight the process and meaning (the perspective of the subject). The theoretical basis used as a guide in order to stay focused and research in accordance with the facts on the ground. Focus Group Discussion (FGD) is used as a method of data collection. The results of this study, city branding is not applied in accordance with the process of work, more spontaneity without planning. As a result, vision, mission, and purpose of government is not consistent with the brand they were offering. Most bureaucrats Sumbar have not been able to explain their understanding of the consequences and city branding. On the other hand, the participation of the community to promote the city branding they are not so visible.

Copyright

© 2017, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Fitri Adona
AU  - Lut Mafrudoh
PY  - 2016/11
DA  - 2016/11
TI  - City Branding: Tourism Marketing Strategy City of Padang
BT  - Proceedings of the International Conference on Tourism, Gastronomy, and Tourist Destination (ICTGTD 2016)
PB  - Atlantis Press
SP  - 320
EP  - 324
SN  - 2352-5428
UR  - https://doi.org/10.2991/ictgtd-16.2017.61
DO  - 10.2991/ictgtd-16.2017.61
ID  - Adona2016/11
ER  -