STUDI KESESUAIAN PENERAPAN PLACE BRANDING PADA KAMPUNG WISATA TEMATIK (STUDI KASUS: KAMPUNG BATIK CIGADUNG, KOTA BANDUNG)

• Main Author: Syefera, Azkabellajati
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/54469
• Institution: Institut Teknologi Bandung

The city of Bandung has long been known as a creative city. Meanwhile, Bandung is also a metropolitan city that has urban problems, one of which is the existence of urban villages. Starting from these two characteristics, a creative village was born in the city of Bandung. The success of the first creative village stimulated the development of other creative villages that were legalized in the development plan in Bandung City, the program was called Thematic Tourism Village. One of the thematic tourism villages is Cigadung Batik Village. Cigadung Batik Village has challenges because the batik theme it carries is not a characteristic of the city of Bandung. For this reason, branding efforts are needed so that the purpose of creating this Thematic Tourism Village can provide maximum impact. This study uses a mixed approach, namely using a qualitative and quantitative analysis approach. To find out how the branding identity desired by stakeholders, content analysis is carried out. The results of the first target are used as variables to measure suitability, the figure is 81% or it is appropriate. The political perception of the government when the place branding was carried out has gone in harmony with the goal of village development. Nonetheless, quality improvements in terms of stakeholder cooperation, provision of infrastructure and environmental management are still needed.