Utilizing City Festival as an Event Marketing for Creative Industry Product (Case Study of Jember Fashion Carnaval)

Abstract

Objective - This study discusses the role of tourism event marketing in promoting creative industry products in a city by taking a case study in Jember district. Jember has third largest fashion carnival in the world named Jember Fashion Carnaval (JFC) which is held annually. JFC is capable of being a magnet of Jember tourism in recent years. That big potential of JFC can be utilized as a tourism event marketing. Hopefully, JFC is able to be a market for creative industries in Jember, given that the main problem of creative industries in Jember is related to marketing capability. JFC utilization as an event marketing requires a quadruple helix model approach, where local government, universities, creative industries, and society work together and synergically. Methodology/Technique - This study is designed using analytical descriptive approach. Findings – This study concluded that creating JFC as an event marketing in promoting creative industry product in Jember applies active synergy between government, academics, industries, and society. Government can act as creative industry promotor and supporter of facility and infrastructure; academics can contribute as source of knowledge, technology, and creative human resources; industries can develop their own enterprise using knowledge and experience transfer; and community can act as program partner related to JFC and creative industries. Novelty - The research based on the analytical descriptive approach suggests marketing challenge of creative industries with new product development and innovation. Type of Paper - Review Keywords: Creative industry; Event marketing; JFC JEL Classification: M31, M37.