Desa Tegaren adalah salah satu desa di Kabupaten Trenggalek yang diarahkan untuk mengembangkan kepariwisataannya. Desa Tegaren sendiri menyimpan potensi yang besar dalam hal eduwisata. Atraksi eduwisata yang paling utama adalah besek (proses pembuatan besek). Hampir 100% penduduk perempuan di Desa Tegaren memiliki pekerjaan tambahan sebagai pengrajin besek. Oleh karena itu, besek telah membentuk ekosistem dan sendi-sendi kehidupan di Desa Tegaren. Dengan menggunakan pendekatan ABCD dan CBT, tim pengabdian masyarakat membantu masyarakat Desa Tegaren dalam pengembangan eduwisata di desa mereka. ABCD dan CBT digunakan sebagai pendekatan yang lebih mengutamakan masyarakat lokal, sehingga dua pendekatan ini mampu meminimalisir permasalahan konflik horizontal yang terjadi antar pemangku kepentingan. Dalam pelaksanaan kegiatan, tim pengabdian masyarakat juga berhasil mengartikulasikan konsep glokalisasi sebagai salah satu konsep yang digunakan untuk menambah nilai global dari komoditas besek. Hal ini tercermin dari adanya program Bekurban yang diadakan untuk menjadi reaksi lokal atas permasalahan global sampah plastik di laut. Dengan masuknya norma global dalam besek, maka eduwisata di Desa Tegaren berpotensi tidak hanya mewujud sebagai eduwisata lokal, tapi juga bisa mewujud sebagai eduwisata global.

The research aimed to elaborate on the common value represented by Bancakan Salak of Gelengdowo Village. Qualitative phenomenology was used to obtain a comprehensive understanding of the research problem. The data collection techniques used in this research is observation of both preparation and due day process. The semi-structured interview was conducted with the chief of the committee, local government representation, local youth figure, and two elders while checking the previous studies to get a comprehensive picture. The finding consists of three-part: (1) the preparation stage has substantial collectivism value, (2) the word bancakan finds its intrinsic value in the long tradition of bancakan practice by the community to express their gratitude upon God blessing, (3) the culture of almsgiving reflected in the tumpeng-shaped salak. The community has been practicing those three values since the beginning. Therefore it inspires and reflected in the creation of Bancakan Salak.

City branding is a form of communication that is built through a public policy that is used to market a city to form a perception of a city carried out by the relevant government. The implementation of city branding has been carried out by various countries including various regions in Indonesia. Especially with the existence of regional autonomy since 2000, each city competed to show its superiority. Various studies have been conducted to see the success of City Branding which can be measured through several related theories, such as Hexagon theory of Anholt's City branding. The purpose of this paper is to see the process of implementing city branding in Indonesia. The method used uses a qualitative approach with data sources derived from literature studies. It can be concluded that city branding policies have an impact on increasing income through the tourism sector which benefits the economy and prosperity of its people. While the problems that are often faced include the lack of participation resulting from a lack of government and community knowledge regarding the meaning, purpose, and benefits of city branding. KEY WORDSCity branding, public policy, regional marketing, regional development.City branding is a strategic concept for marketing a city, region, and country. Anholt in Luthfi (2013) revealed that city branding is an idea of how to apply an identity that is usually used for a product, into a place branding that stakeholders want to be of more value than the viewpoint of a consumer. The success of the city branding strategy is closely related to the influence of Place marketing concepts that shape the identity of a place and also with the support of the community and stakeholders/government. As a public policy, Intiah and Kriswibowo (2018) argue that the determinant of the success of the public policy is in the implementation steps in the field, or in other words, good implementation will produce good policy performance, as well as in the context of city branding policy in Indonesia. From the point of view of public sector marketing, Wibawanto (2015) argues that the place marketing approach greatly influences the concept of marketing in a place. Place branding is also needed to identify suitable brands according to the target conditions of the place and community group.Although the purpose of city branding has been formulated, as in Cai's opinion in Qu, Kim, & Im (2011), that is to build a positive image of a place and to distinguish the place from its competitors, there are many other thoughts in the formulation of city branding policies in Indonesia. The hope, through a branding approach in a city, can popularize a brand from a product owned by the city. The product here is everything that becomes the identity of a city. Please note that the implementation of city branding has been carried out by various countries including various regions in Indonesia. Moreover, with the existence of regional autonomy since 2000, each Regency/city competes to show its superiority. Every region of the City / Regenc...

Competition in the global era requires in every local government to have a competitive advantage to maintain its existence. The strategic solution in facing this competition is to strengthen the brand as the identity of a city. City Branding is the right step in completing the selling power of a city. Seeing the City of Branding in Surabaya is one of the policies of the City of Branding in Indonesia, it is necessary to evaluate the policy problems that have been taken. In terms of public policy, communication becomes important so that public policy can work and have an impact on development. This study looks at the level of awareness of the people of Surabaya in the City of Branding they already have. The method used is a survey method with a sample of 600 respondents. The results of this study indicate that the city policy of "Sparkling Surabaya" carried out by the Surabaya city government is carried out through efforts to maximize the use of communication and resources. The communication carried out by the Surabaya City government to introduce the "Sparkling Surabaya" city branding generally uses billboards or billboards, in addition they also communicate through government offices and other public services. While the resources (resources) as a support of efforts to popularize the city branding "Sparkling Surabaya" to the community. Resource facilities and infrastructure used for example, are media facilities for city branding "Sparkling Surabaya" to the public using television, radio, internet and other facilities and infrastructure. So that the existence of these resources can realize the effectiveness of policy communication that has been carried out to realize the success of the Surabaya City branding development. Because without the support of resources, the implementation of the city branding policy "Sparkling Surabaya" even though it has been well communicated to the target group but still will not run effectively.

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