ECOTOURISM FOR CITY BRANDING STRATEGY: PERSPECTIVE FROM FIVE CITIES IN INDONESIA

1Eli Jamilah Mihardja, Tuti Widiastuti, Prima Mulyasari Agustini, B.P. K Bintoro

191 Views
60 Downloads
Abstract:

Ecotourism could be a program that can support sustainable development. Ecotourism can be an effort to maintain and increase participation of nature conservation and the welfare of local residents. However, ecotourism as a city branding rarely been found. This research explores the potential opportunities for ecotourism as a city branding strategy. Data was collected by document analysis, in-depth interviews, focus group discussions, as well as the observation of the five cities in Indonesia in the period 2018-2019. The results showed that despite having unique and abundant natural potential, ecotourism was not chosen as a priority to be developed as a city branding. There are obstacles to developing ecotourism and implementing it as a city branding strategy derived from the preferences of stakeholders and the practical interests of city managers.

Keywords:

ecotourism, city branding strategy, destination branding, sustainability development, city identity.

Paper Details
Month5
Year2020
Volume24
IssueIssue 9
Pages1386-1405