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Destination Branding of Teras Cikapundung: a Model of Communication Strategy

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Destination Branding of Teras Cikapundung: a Model of Communication Strategy Jurnal SCRIPTURA, Vol. 10, No. 1, Juli 2020, 24-33 DOI: 10.9744/scriptura.10.1.24-33 ISSN 1978-385X (Print) / ISSN 2655-4968 (Online) DESTINATION BRANDING OF TERAS CIKAPUNDUNG: A MODEL OF COMMUNICATION STRATEGY Agustin Rozalena1*, Iis Saidah2 1Administrasi Keuangan, 2Manajemen Informatika Polieknik Piksi Ganesha Jl. Gatot Soebroto No. 301 Bandung, Indonesia Email: [email protected]; [email protected] *Penulis korespondensi ABSTRACT This aims to construct model of brand communication strategy with the research subjects being the informants related to the construction of the Teras Cikapundung around the riverbanks and borders of the Cikapundung River. The research is qualitative with a construction paradigm and case study analysis. Researchers use depth interviewing techniques, Focus Group Discussion, observation, analysis of documents and data analysis technique used an interactive model. The results of the study are 1) the process of forming the communication of the city tourism brand made by Teras Cikapundung through the elaboration of the MESSAGE Model and destination branding strategy; 2) the existence of the Teras Cikapundung based on three elements of reinforcement through field trips, community awareness and environmental cleanliness, Kliatchko's Model of Integrated Marketing Communication (IMC) and strategic management of the Teras Cikapundung's Brand Communication Programs; 3) communication strategy model of the city tour brand made by Teras Cikapundung which shows the sequence of construction activities carried out by the communicator. Keywords: Brand communication strategy; Teras Cikapundung; man made tourism. ABSTRAK Penelitian ini bertujuan untuk mengontruksi model strategi komunikasi merek merupakan penelitian dengan objek komunikasi merek kota dengan subjek penelitian para informan yang berkaitan dengan terbangunnya Teras Cikapundung di sekitar bantaran dan sempadan Sungai Cikapundung. Penelitian ini bersifat kualitatif dengan paradigma kontruksi serta analisis studi kasus. Peneliti menggunakan teknik depth interviewing, Focus Group Discussion (FGD), observasi, analisis dokumen serta teknik analisis data menggunakan model interaktif. Hasil penelitian menyatakan 1) proses pembentukan komunikasi merek wisata kota buatan Teras Cikapundung melalui elaborasi Model MESSAGE dan destination branding strategy; 2) adanya strategi wisata buatan Teras Cikapundung berdasarkan tiga unsur penguatan melalui lokasi karyawisata, kesadaran komunitas dan kebersihan lingkungan, Kliatchko’s Model of Integrated Marketing Communication (IMC) dan Strategic Management of Teras Cikapundung’s Brand Communication Programmes; 3) Model strategi komunikasi merek wisata kota buatan Teras Cikapundung yang menunjukkan urutan aktivitas kontruksi strategi yang dilakukan oleh pihak komunikator. Kata kunci: Strategi komunikasi merek; Teras Cikapundung; wisata buatan. 1. INTRODUCTION Since revitalized in 2013, the Cikapundung River began to show an attractive and positive impression Man made tourism is an alternative place to tour the (Saidah & Rozalena, 2019). The fruit of the river city, but also as an object of family education and revitalization is equipped with public facilities and the entertainment. Many artificial tours in the city of surrounding park. Revitalizations of the Cikapundung Bandung can be seen in the green open areas that are riverbanks and borders basically aims to save the used as parks. The attractiveness of city parks is a country's assets, restore the function of river, reason for residents to come and joint to the park in especially in areas that are flooded from upstream to the weekend time. One of the city residents' choices is downstream. The city of Bandung with its creativity the Teras Cikapundung (TeCi) or also known as the made artificial tours from this revitalization process. Cikapundung Amphitheater on the riverbanks of the In terms of the current characteristics of the people Cikapundung River. The Teras Cikapundungs was who tend to like outdoor activities and take pictures to successfully created, one of which was by arranging be posted on their social media. Based on this, the the Cikapundung River became a popular tourist revitalization of the Cikapundung River into a man attraction as well as being a brand of Bandung made tourism is actually very appropriate to be built (Saidah & Rozalena, 2019). especially in attracting local, national and even 24 Rozalena: Destination Branding of Teras Cikapundung: A Model of Communication Strategy international tourists to visit even though the purpose apparent by holding a movement to care for the is not just tourism but also related to education and environment. Some communities are inseparable others (Yuliana, 2019). In addition, automatically in from keeping the river clean. Community care about accordance with the 2014-2018 Mayor of Bandung the Cikapundung River began to emerge in the areas program, this revitalization is aimed at increasing the that were flowed by the river, the communities from achievement of the citizens' happiness index. various community groups worked together to clean up the garbage in the river. The existence of Teras Cikapundung tourism has provided a new treasure for the Babakan Siliwangi The Teras Cikapundung, located in the Babakan area, especially in the fields of education, religion, Siliwangi (Baksil) urban forest area, is also a green area created by the Bandung City Government under environment, agriculture, fisheries and forestry. The the direction of Mayor Ridwan Kamil. Satgas great potential of the Cikapundung River revitali- Operasional Sumber Daya Air Balai Besar Wilayah zation has also succeeded in creating a creative Sungai (BBWS) Citarum, Yuliana said that the activity area. This also proves that creativity has concept of the transformed riverbank to be urban in emerged as part of the City of Bandung as the CCN character without losing its ecological side. The (Creative Cities Network) or the world's creative city. purpose of this Teras Cikapundung was to provide Based on the brand and potential created from the open public space for the citizens of the City of Cikapundung River, it shows that Bandung City has Bandung and its surroundings. The builder's function an identity in the form of a city name, logo, image and is held as a place for socializing, chatting comfortably. symbols or icons that are attached. The Teras Cikapundung was opened to the general public in December 2015, and the inauguration was In its development, the addition of man made tourism carried out by the Minister of Public Works and the is interconnected with the vision of Dignified Ban- Bandung City Government in mid-2016 in full work dung as stipulated in the Bandung City Regulation by the Balai Besar Wilayah Sungai (BBWS) Citarum Undang-undang Nomor 09 Tahun 2009 concerning valued at IDR 3.2 billion rupiah (Yuliana, 2019). the Bandung City’s RPJMD in 2009-2013. The For this reason, man made tourism such as the Teras vision of the City of Bandung is "Strengthening the Cikapundung requires managers' strategies to intro- City of Bandung as a City of Dignified Services". duce and maintain potential tourists, roles, functions Dignified city is defined as a city that has identity, and added value of TeCi without having to forget the self-respect and pride for all its citizens, has excellent cleanliness of the river environment. The intended public service without distinguishing status. The strategy is full support in the introduction and in direction of the vision is to portray the city of particular communicating the identity and image of Bandung as a service city. The city of Bandung as a the Teras Cikapundung as a place that builds soli- center of growth in the service sector that provides darity and friendship between city residents and benefits for residents of Bandung in particular, West tourists in general. Therefore, in the preparation of Java and national in general. Dignified services city strategy it needs to be supported by the diversity of has five dimensions which contain (1) fulfillment of natural wealth, culture, and man-made products that clean, healthy, beautiful, green and flowering living are targeted or visited by tourists. There is no conditions; (2) meeting the conditions of a safe, exception to the strategy in terms of communicating orderly, stable and dynamic social environment; (3) the Teras Cikapundung brand as the main environ- fulfillment of economic environmental conditions, so mental tourism destination in the city of Bandung that the economic prosperity of its citizens is nowadays. One strategy that is carried out is to achieved; (4) fulfillment of religious environment manage brand communication strategically through public approaches, the media and its results at any conditions that are full of tolerance, noble character time. That is, to manage brand communications, and pluralistic life awareness; (5) fulfillment of organizations or companies still refer to the planning balanced and harmonious spatial conditions. of integrated marketing communication programs (IMC) that were developed previously.In this regard, Therefore, in the effort to achieve this vision, the this research further explores how the brand commu- motto "Fighting with Dignity" is also upheld, namely, nication process is built, the strategies undertaken in clean, prosperous, obedient, friendly. In an effort to building the Teras Cikapundung brand and the con- realize the Teras Cikapundung as a city tourist desti- struction of models that can
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