Branding the Capital City through Multi-Perspective Approach: The Case of ‘Enjoy Jakarta’ Campaign

Abstract

Place branding has become a powerful tool for promoting cities and regions. Unfortunately, many urban managers have been preoccupied with creating slogans and logos in implementing place branding. This has eventually limited the contribution of place branding towards tourism development, for which most place branding is targeted. This study aims to determine the factors that influence the successfulness of city branding programs in promoting tourism. This study applies qualitative methods by employing a series of in-depth interviews with relevant stakeholders comprising the government, private sector, destination management staff, tourism associations, academics, and the public. Using Enjoy Jakarta's branding campaign, this study found seven contributing factors that may impact the implementation of the campaign. Leadership, stakeholder collaboration, public management and departmental coordination are classified as tourism governance. On the other hand, attraction, accessibility and promotion are classified as tourism components. The study found that the governance factor is the most influential in the success of city branding programs. Tourism governance determines how tourism components may be implemented to achieve the goal of city branding.

The Combination of City Branding and Ecocity: A Critical Review of Opportunities and Challenges in Indonesia

“…Case studies in Jakarta show that the development of city branding and ecocity can be a tool to improve the city's image, which is often associated with problems such as congestion, air pollution, and flooding. However, the development of this concept in Jakarta faces many challenges, such as urban spatial problems, lack of community participation, and lack of support from the government (Lestari et al, 2022b). Meanwhile, a case study in Bandung shows that combining the concepts of city branding and ecocity can help strengthen the city's image as an innovative and environmentally friendly city and increase tourism and investment potential.…”