Model City Branding Melalui Revitalisasi Sungai Cikapundung

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Model City Branding Melalui Revitalisasi Sungai Cikapundung MediaTor, Vol 12 (2), Desember 2019, 238-250 MediaTor, Vol 12 (2), Desember 2019, 238-250 Model City Branding Melalui Revitalisasi Sungai Cikapundung 1Iis Saidah, 2Agustin Rozalena Politeknik Piksi Ganesha, Jl. Gatot Subroto No.301, Batununggal, Kota Bandung, Jawa Barat E-mail: [email protected],[email protected] Abstrak: Penelitian ini bertujuan untuk mengontruksi model city branding melalui revitalisasi Sungai Cikapundung. Model city branding merupakan penelitian bersifat kualitatif studi kasus dengan paradigma konstruksi. Teknik pengumpulan data dilakukan melalui Focus Group Discussinon (FGD), observasi nonpartisipasi, wawancara mendalam dan literatur serta teknik analisis data dengan Model Interaktif. Hasil penelitian menyatakan 1). Proses branding Kota Bandung terbangun melalui proses revitalisasi Sungai Cikapundung, sehingga membentuk wisata buatan Kota Bandung yang khas 2) Strategi branding dalam mempromosikan sungai kota dilakukan dengan mengomunikasikan keunggulan sungai Cikapundung sebagai objek wisata buatan melalui berbagai event, membentuk persepsi masyarakat tentang citra sungai, meningkatkan daya tarik Sungai Cikapundung, sehingga meningkatkan kunjungan wisata 3). Model city branding melalui revitalisasi Sungai Cikapundung memenuhi aspek pada Model Octagone dan menambahkan aspek penting lainnya, yaitu preservation the environments, sehingga terbentuk model baru, yaitu Model Nanogone. Kesimpulan penelitian ini 1). Revitalisasi Sungai Cikapundung menciptakan branding Kota Bandung 2). Strategi branding meningkatkan kunjungan wisata ke Kota Bandung 3). Preservation the environments sebagai pembentuk model Nanogone memberikan kesadaran tentang lingkungan kepada masyarakat. Katakunci: city branding, revitalisasi sungai cikapundung, model hexagone, model octagone, model nanogone. Abstract: This study aims to construct the city branding model through the revitalization of the Cikapundung River. It is a qualitative case study research formulated by contruction paradigm. Data collection techniques were carried out through Focus Group Discussions (FGD), non- participant observation, in-depth interviews and literature as well as data analysis techniques with the Interactive Model. The results are 1). The process of Bandung city branding established through Cikapundung revitalization river effects, which boosted the specific artificial tourism in Bandung city 2). The branding stategy to promote the river are achieved by publicizing the artificial tourism superiority of Cikapundung river as a tourism spot through some events, creating the same perception about the river’s image among people and increasing the attractiveness of Cikapundung river. 3). The city branding design has an Octagone design aspects and adding other important aspect that is preservation of the environment that formed Nanogone model. The conclusion are 1). The revitalization of cikapundung river create branding of Bandung city 2). The branding stategy increase tourist visit to Bandung city 3). Preservation the environments as forming the Nanogone design raise the awareness about environments. Keywords: city branding, cikapundung river’s revitalization, hexagone model, octagone model nanogone model. DOI: https://doi.org/10.29313/mediator.v12i2.5026 238 Iis Saidah, dkk. Model City Branding Melalui Revitalisasi... PENDAHULUAN pembuangan limbah kotoran. Oleh Kota Bandung merupakan kota sebab itu, gagasan penataan sungai yang metropolitan yang citra kotanya mulai digaungkan lebih dari sepuluh tahun ini menjadi ikon kota kreatif dan seni di lebih bersifat kembali ke alam, namun Indonesia. Strategi pariwisata muncul tetap dapat aktif digunakan masyarakat dalam pesan dan makna tempat, untuk berinteraksi. Adapun potensi untuk wilayah, dan fasilitas strategis. Peran direvitalisasi adalah kualitas air, kualitas Badan Promosi Pariwisata Bandung hutan kota di sekitar sungai, hingga (BP2KB) dalam mengelola komunikasi kualitas ruang, tanpa meninggalkan merek kota mulai dirasakan berdampak sifat sosial aktif untuk berinteraksi meningkatnya wisatawan lokal maupun masyarakat, termasuk sebagai aset mancanegara ke Kota Bandung. Pola penopang pariwisata kota. komunikasi merek yang dibangun antara Promosi dengan berbagai dukungan pemerintah kota dengan masyarakat komponen komunikasi pemasaran yang adalah dengan terwujudnya layanan tepat dapat membantu kota menawarkan objek wisata baru bagi wisatawan, seperti kepada pengunjung melalui manfaat sentra kreativitas, taman kota tematik, apa yang diterima sehingga merasakan maupun fasilitas “Bandung tour on bus” kepuasan setelah meninggalkan kota. alias bandros. Pemerintah Kota Bandung Berkaitan dengan fungsi daya tarik kota memperkuat slogan kota dengan nama untuk masyarakat dan wisatawan, maka “Bandung Bermartabat”. Pemberian pemerintah mulai melirik potensi sungai slogan tersebut telah disesuaikan dengan kota ini untuk dijadikan ikon melalui Rencana Pembangunan Jangka Panjang city branding. Menurut Keith Dinnie, (RPJP) dan telah disepakati hingga 2025. ketertarikan pada city branding dapat Pengenalan slogan secara perlahan dilihat sebagai bagian dari pengakuan membangun kembali citra Kota Bandung yang lebih luas tempat-tempat dari yang dahulu dikenal masyarakat semua jenis dapat memperoleh manfaat sebagai kota kembang, kota ramah dari penerapan strategi koheren dengan dan bersahaja, serta kota multi talenta. mengelola sumber daya, reputasi, dan Semakin banyaknya pusat wisata kota, citra mereka (Dinnie, 2010). maka peluang untuk menjadikan sumber Pada praktiknya, Kota Bandung pendapatan baru bagi pemerintah kota, bukanlah satu-satunya kota yang sedang sehingga kesan kota semakin resik bergairah menambah wisata buatannya dengan tambahan infratruktur yang dengan menyandingkan dengan wisata ramah lingkungan semakin terbuka berterma lingkungan. Tentu hal ini pula. Kini,Pemkot mulai berkonsentrasi menjadi penguat keberadaan kota dan melirik tempat-tempat wisata potensial memberi alternatif wisatawan untuk baru, seperti halnya dengan potensi aliran menentukan pilihan tujuan wisata. Meski Sungai Cikapundungyang mengaliri Kota demikian, seiring dengan strategi yang Bandung dapat menjadi alternatif objek dibangun, maka promosi kota tetap pariwisata lingkungan. harus dilakukan. Dalam pelaksanaannya, Berkembangnya pariwisata para pemangku kepentingan masih lingkungan tidak terlepas dari keinginan membatasi promosi objek wisata kota pemerintah kota untuk mengatasi buatan ini hanya dibebankan kepada permasalahan sungai dikarenakan Dinas Pariwisata dan Kebudayaan Kota banyaknya warga yang masih bermukim Bandung saja. Demikian halnya dengan di bantaran sungai.Sungai yang mengalir dukungan media yang dimiliki oleh di sisi rumah tak urung menjadi tempat Disparbud, namun kendala penerapan 239 MediaTor, Vol 12 (2), Desember 2019, 238-250 komunikasi pemasaran masih sangat Kota Malang berpengaruh terhadap mengandalkan peran serta dan back up keputusan berkunjung ke Kota Malang, dari dinas lainnya. Dukungan masyarakat sehingga berdampak positif bagi citra juga muncul dikarenakan peran word kota. Selain itu, penelitian Lily Purwianti of mouth yang berlangsung massif, dan Yulianty Ratna Dwi Lukito (2014), pembuktian ke lapangan atau menyenaga menyatakan dalam simpulan hasil datang ke lokasi merupakan kesan bahwa penelitiannya menunjukkan bahwa branding kota memerlukan strategi faktor-faktor yang mempengaruhi brand pemilihan pesan promosi. Caldwell dan city Kota Batam sebagai tempat tinggal Freire (2010) berpendapat bahwa sebuah bagi penduduk Kota Batam adalah faktor tempat sama halnya dengan produk apa business opportunity, social bonding dan pun,setiap fungsi kota juga mencakup networking. ciri-ciri simbolik yang menunjukkan Adapun untuk penelitian yang bahwa kota tersebut memiliki makna berhubungan dengan Kota Bandung simbolik layaknya produk pada umumnya. sendiri, Maylanny Christin dan Siti Tidak hanya itu, selama beberapa dekade Faridani Fauzan (2015), menyatakan sekarang, kota-kota di seluruh dunia bahwa city branding Kota Bandung telah menerapkan teknik pemasaran dan melalui city tour on bus merupakan semakin mengadopsi filosofi pemasaran salah satu komponen untuk memenuhi untuk memenuhi tujuan operasional dan salah satu indeks agar Bandung dapat strategis mereka (Kavaratzis, 2007). menjadi kota wisata dunia. Oleh karena Pada penelitian merek kota yang itu, keberadaan Bandung Tour On Bus dilakukan oleh Mihalis Kavaratzis atau dikenal sebagai Bandros merupakan (2007), menyatakan bahwa selama kerjasama masyarakat Bandung dengan beberapa dekade sekarang, kota-kota di Pemerintah Kota Bandung, terutama seluruh dunia telah menerapkan teknik untuk penamaan armada dan desain pemasaran dan semakin mengadopsi bus. Dalam mempromosikan Bus filosofi pemasaran untuk memenuhi Bandros, Pemerintah Kota Bandung tujuan operasional dan strategis mereka. menggunakan media sosial Twitter untuk Hal ini senada dengan beberapa berbagi informasi kepada seluruh lapisan penelitian yang sudah dilakukan pada masyarakat. Dalam Twitter tersebut kota-kota di Indonesia, seperti kota terdapat informasi mengenai prosedur Purwakarta dengan city branding-nya jika ingin naik bus Bandros dengan cara “Purwakarta Istimewa” terbukti memiliki reservasi, jadwal atau rute, biaya, dan pengaruh yang signifikan terhadap lain-lain. Hal tersebut dipilih karena keputusan wisatawan untuk berkunjung banyak orang yang menggunakan, juga ke Purwakarta. Penelitian yang dilakukan pihak pengelola lebih memahami media oleh Indriani, Jesi dan Chandra Kuswoyo tersebut dibandingkan yang lainnya.
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