Can Combined Marketing and Planning-oriented of Community-based Social Marketing (CBSM) Project Successfully Transform the Slum Area to Tourism Village? A Case Study of the Jodipan Colorful Urban Village, Malang, Indonesia

Abstract

This study evaluated the branding of a slum project as a social marketing initiative to transform the Jodipan slum area into a tourism village in the city of Malang. An action-evaluation research project was conducted through the combination of the marketing and planning oriented approaches by the communications department at a major public university in Indonesia between June 2016 and October 2017. The study employed a case study supported by qualitative data from primary and secondary sources, including social media text mining analysis. Moreover, an evaluation survey was conducted using proportionally random sampling from 650 slum dwellers to assess the impacts of the project in terms of the general welfare of the community. The transformation of the slum area into a new tourist destination was found to have been successfully implemented through the combined marketing and planning-oriented community social marketing project. The tourist destination produced was also observed to have a good impact on environmental sustainability and economic value for the local community. Jodipan branding project is unique as observed in its ability to transform an unhealthy settlement into a healthy settlement. Theoretically, it has contributed to new knowledge on slum upgrading in urban studies, especially with the focus on the successful improvement of the physical, social, and economic conditions of the area. This research further contributed to a new understanding and novelty of knowledge on the ability of place branding, as a social marketing strategy, to change the behavior of slum dwellers. However, this research has limitations in exploring the local government's response to the project, therefore, future studies need to clarify issues relating to local policies and official budgets for its sustainability.

Understanding policy framework for slum governance in a developing country

“…In the view of Adusei et al (2018), slum policies and programs designed to be incremental should include slum dwellers as partners and drivers of the upgrading process. Sulistyaningsih et al (2021) find a lack of coordination among institutions concerned in city without slums policy. The authors recommend broader collaboration of institutions from regional government, private sector and the people living in slums.…”

“…Overall, it can be seen that scholarly works (see e.g. Adusei et al, 2018;Park et al, 2019;Patel and Killemsetty, 2020;Sulistyaningsih et al, 2021), among others, have extensively researched slum policy-related issues. These studies have focused mainly on the policy impact on the lives of slum dwellers and perspectives on the involvement of slum residents in policies.…”

“…The current study fills this gap in knowledge by looking into how government entities collaborate to improve slum management and prevent new slums from forming. Additionally, studies on slum upgrading have surged (Jones, 2017;Khalifa, 2015;Muchadenyika and Waiswa, 2018;Sulistyaningsih et al, 2021). However, studies about what informs slum intervention Policy framework for slum governance programs or projects have been overlooked by earlier scholars.…”

“…The field of slum policy and governance within the public administration discourse has received significant research interest among academics in developed economies (Patel and Killemsetty, 2020; Sulistyaningsih et al , 2021; Sandoval and Sarmiento, 2020) and developing countries (Adamtey et al , 2021; Appiah-Kubi, 2018; Roberts and Okanya, 2020; Takyi et al , 2020). While these studies contribute to knowledge and management of slums, a critical review of the extant literature reveals a lack of a clear policy framework for slum governance.…”

Color in Architecture: Before and After Industry Revolution

“…While the revitalization of other old cities is generally carried out based on local community culture by architects and artists, Jodipan is fully planned with the concept of creating a place branding based on social marketing communication media practitioners. Through the concept of place branding using social media, Jodipan was introduced as a worthy tourist destination to visit (Sulistyaningsih, et al 2021).…”