PONTIANAK TOURISM’S VISUAL BRANDING ANALYSIS

• Main Author: Nadia
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/51708
• Institution: Institut Teknologi Bandung

Pontianak has great potential to attract tourists. Recently, Pontianak often holds events to identify the city identity in order to increase the number of tourists. Currently, city competition is getting tighter; each city is competing to show its city branding. Pontianak also does branding, one of which is through printed media, such as booklets/travel guides, tourist maps, interactive CDs, websites, and posters in various events. Pontianak has a target to be identified as a tourist destination city so that in the branding media, destinations are also mentioned. However, based on the research by Historical Tourism Community (Kuwas) in Pontianak, there is still a stigma of Pontianak has no attraction to be a tourism city. This research will focus on the production of text carried out by the government to prevent branding in Pontianak City. This research will analyze the visual branding of Pontianak City on printed media, in order to see the image and identity of the city such as logo and slogan, as well as "Pontianak Sapa Dunia" tourism advertisements. So it is necessary to analyze the role of government in constructing reality through branding media to establish the identity of the branding media with its potential attractiveness. This research uses Critical Discourse analysis. Qualitative research is used because it requires to review the visual branding that is implemented and its suitability with reality. Meanwhile, Norman Fairclough analysis is used to see the production process carried out by the government and how the community consumes it in a sociocultural spread. Norman Fairclough's critical discourse analysis is carried out in three dimensions, namely text, discourse practice, and sociocultural practice. The text will later relate to the Pontianak scenario, which will be described using a combination of Matthew Healey and Marty Neumeier's branding theory. The discourse practice will relate to the role of the government in the branding situation of Pontianak. This was also achieved by conducting in-depth interviews with the Department of Youth, Tourism and Sports, the Head of Tourism, and the Designer of Pontianak City logo. The results of the in-depth interviews will be described using the social construction theory of Peter L. Berger and Thomas Luckmann, which can be seen with three simultaneous dialectical moments, namely externalization, legitimacy, and internalization. Sociocultural practice in the form of detailed explanations related to text and text production based on researchers' interpretations based on theory/data. This dimension also determines how the text is presented and produced. The benefits of this research include the contribution related to branding and critical discourse, in addition, to broaden horizons and provide input for the Department of Youth, Sports and Tourism of Pontianak to become a reference in activities to develop tourism and creative economy, in order to prepare city branding activities to propose better city tourism. The results showed that the visual branding of Pontianak City was carried out by presenting the character as a selling point by presenting more of the Equator Monument and the Kapuas River. Pontianak creates image for advertisements to increase the interest of Pontianak City for tourists who have never visited it. So, the government wants to present something that can be of concern to potential tourists through the media. Making media branding is carried out in constructing the discourse of tourism branding, which aims to get the maximum benefit.