STUDY OF CITY BRANDING WITH SUPPORT OF INFORMATION AND COMMUNICATION TECHNOLOGY IN THE TOURISM, CULTURE, AND EDUCATION SECTORS (THE CASE OF “JOGJA ISTIMEWA” IN DAERAH ISTIMEWA YOGYAKARTA)

• Main Author: Satrio Wicaksono, Aloysius
• Format: Theses
• Language: Indonesia
• Subjects: Perencanaan wilayah
• Online Access: https://digilib.itb.ac.id/gdl/view/57009
• Institution: Institut Teknologi Bandung

Competition between regions is getting tougher lately; to compete requires an effective strategy in developing the potential and uniqueness of the region to compete. Regions compete with other regions for the attention of tourists, investors, and residents. City branding is a strategy to increase competitiveness in facing global competition. The competitors do not only come from the national scope but other parts of the world. The existence of Information and Communication Technology (ICT), which is increasingly diverse and fast, can create an atmosphere of increasingly fierce competition. D.I.Yogyakarta is one of the provinces that implement this strategy by using the tagline "Jogja Istimewa". It is considering that D.I.Yogyakarta has many potentials that can be developed, and it would be interesting to research city branding with the support of ICT applied in D.I.Yogyakarta. The purpose of this study is to explore city branding with ICT in the tourism, culture, and education sectors with the case of “Jogja Istimewa” in D.I.Yogyakarta. This study uses a mixture of qualitative and quantitative methods with a sequential exploratory research strategy. The data used consists of primary and secondary data. The population and sample in this study were government actors (local governments) and tourists (domestic tourists and foreign tourists). This research uses the purposive sampling technique. The research instrument used is the researcher as the key instrument, interview guide, and questionnaire. Data collection techniques are in-depth interviews, questionnaire interviews, observation, documentation, literature study and document review. Quantitative data processing with the stages of editing, coding, processing, and cleaning. The data analysis used quantitative descriptive statistics. While the analysis of qualitative data using qualitative descriptive with the stages of reduction (data processing), presentation, drawing conclusions City branding in D.I.Yogyakarta is not only used as a brand but also used as a "heirloom" that must be preserved and maintained as a manifestation of the ideals of Yogyakarta. The use of ICT by the government has been carried out well, starting from hardware, software, utilization for information systems and marketing systems. The use of ICT by tourists through the Jogja Istimewa application and application and the website Visiting Jogja tends not to be used optimally. The questionnaire results showed that from 100 respondents, only 15 respondents used the application and website. In the implementation of city branding, ICT plays an important role. The performance of city branding can runiv well even though there are still obstacles and shortcomings in its implementation. The government has prepared and carried out various activities to encourage the sustainability of city branding, and the role of ICT in this sustainability is felt. The existence of ICT plays an important role in the implementation and sustainability of city branding. ICT is used as a support for smooth city branding, such as in terms of communicating identity through the tourism, culture, and education sectors, ICT is the right tool so that it can produce a better image brand. In addition to ICT, the extraordinary role of local communities is also an asset in implementing and sustaining city branding.