City Branding Sebagai Kunci Sukses Pariwisata
Studi Kasus Provinsi Kepulauan Bangka Belitung
Abstract
Tourism plays a vital role in boosting regional economies, and Bangka Belitung, once known primarily for mining, has shifted focus to tourism following the success of the film Laskar Pelangi. City branding is crucial in showcasing the region’s uniqueness to a global audience. The local government has implemented various promotional strategies to increase visitor numbers, including tourism marketing and media partnerships. This research evaluates the effectiveness of the city branding strategy of the Province of Bangka Belitung Islands, aiming to provide recommendations for enhancing its tourism image and appeal. Using descriptive qualitative methods, with data collected through literature reviews and documentation, the study finds that the province employs logos, slogans, social media, and tourism events to build a positive image. Recommendations include increased social media engagement to boost tourism visibility and attract more visitors.
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