Identify the Place Brand Communication Elements of “Benteng Kuto Besak” Palembang

DOI

10.2991/assehr.k.200818.058How to use a DOI?

Keywords

Buildings, Tourist Destinations, Place branding, Benteng Kuto Besak

Abstract

Benteng Kuto Besak has precious cultural and historical values that have the potential to become one of the leading tourist attractions in Palembang. To become a good destination, a tourism place must have strong branding. The intended branding is not treated the same as a product but has more or less the same characteristics and treatment for a city. This study uses qualitative research with primary data types (interviews) and secondary data (observation and literature study). The data collection techniques in this study are triangulation techniques with sources and triangulation with methods. This study concludes that by showing the history/characteristics that exist in Benteng Kuto Besak tourist destination in the community can make branding in that place because the right place branding certainly has many supporting factors, one of which is the uniqueness and historical value. At Benteng Kuto Besak, this is what attracts researchers to examine, especially on the identity of Benteng Kuto Besak as a tourist destination seen from the four elements of Place Branding Communication, namely functional, emotional, relational and strategic advantage.

Copyright

© 2020, 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  - Rahma Santhi Zinaida
AU  - Ananda Putri Salsabila
PY  - 2020
DA  - 2020/08/19
TI  - Identify the Place Brand Communication Elements of “Benteng Kuto Besak” Palembang
BT  - Proceedings of the 2nd Jogjakarta Communication Conference (JCC 2020)
PB  - Atlantis Press
SP  - 249
EP  - 253
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.200818.058
DO  - 10.2991/assehr.k.200818.058
ID  - Zinaida2020
ER  -