This research find the essential problems of tourism destinations in rural area in Pasuruan City, Indonesia. Based on the phenomenology method and using an open questionnaire, researcher make a deep interview with manager of 10 tourism destinations in Pasuruan city relating with their condition. All of the tourism destinations sample in this research represent four tourism destinations categories includes natural, cultural, agricultural and special destinations. In general the essential problems was meet by most of the tourism destinations are poor management system, unspesific additional facilities, and no innovative marketing strategy. In the evaluation of this problems, city branding strategy is offered to cover a comprehensive solution. The main dimensions of city branding strategy for this problems are green space branding, identifiable image and positive brand experience.

This research investigates the condition of creative industry based on fourteen characteristics of competitive advantage including growth in turnover, transition in business, management principle change, satisfaction with enterprise performance, comparison with competitor, leadership, strategic planning, implementation to the information, human resource practice, quality process management, customer and market focus, existence of local support institutions, workforce mobility, and existence of cooperative. Samples were recruited from 200 creative industries in Malang district. All samples represented 15 types of creative industry in Indonesia such as advertising, architecture, art, design, etc. Data were analyzed using cluster analysis. Based on agglomerative clustering, the results show that there are two clusters of creative industry in Malang area with low and high competitive advantage.