Strategi komunikasi city branding pemerintah kota Pekalongan dalam mempromosikan world’s city of Batik
DOI:
https://doi.org/10.12928/commicast.v1i1.2413Abstract
Kota Pekalongan merupakan salah satu kota kreatif dunia yang diakui oleh UNESCO dalam kategori craft and folk art. Pembangunan di Kota Pekalongan terus ditingkatkan di berbagai sektor yaitu sektor industri dan pariwisata. Keunggulan Kota Pekalongan dibidang ekonomi dan pariwisata tingkat Internasional, membuat Kota Pekalongan harus meningkatkan kearifan lokal sebagai identitas utama dan daya tarik wisatawan dengan budaya batik yang khas sebagai jati diri daerah. Mengenalkan kebudayaan yang berkembang di Kota Pekalongan juga merupakan cara city branding Kota Pekalongan sebagai kota yang mempertahankan kearifan lokal atau budaya yang menonjol yaitu batik, maka dicetus slogan “World’s City Of Batikâ€.
Penelitian ini menggunakan metode penelitian deskriptif kualitstif dengan teknik pengumpulan data yang dilakukan dengan wawancara, observasi, dan studi pustaka. Adapun tujuan penelitian ini peneliti ingin mengetahui strategi city branding yang dilakukan oleh Dinas Pariwisata, Kebudayaan, Kepemudaan dan Olahraga Pemerintah Kota Pekalongan dalam mempromosikan World’s City Of Batik.
Hasil penelitian ini adalah bahwa strategi komunikasi city branding  pemerintah Kota Pekalongan dalam mempromosikan World’s City Of Batik melalui 3 tahap diantaranya: perencanaan, pelaksanaan, dan evaluasi. perencanaan dimulai dari penggunaan strategi komunikasi dan penyusunan program oleh pemerintah Kota Pekalongan. Pelaksanaan diantaranya memfokuskan pada mengenalkan Kota Pekalongan sebagai Kota Batik Dunia dalam mendatangkan wisatawan dengan peningkatan program yang mendukung city branding kota pekalongan seperti pengelolaan museum batik, penyelenggaraan festival tahunan, pembentukan kampung wisata batik, pengelolaan pasar grosir batik setono. Pada penelitian ini juga ditemukan bahwa city branding yang telah dilakukan oleh pemerintah Kota Pekalongan secara bertahap dengan memfokuskan dalam peningkatan promosi pariwisata berbasis batik untuk menunjang city branding.
References
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