PR Function in City Branding
A Study on Banyuwangi Through Majestic Banyuwangi
- 10.2991/assehr.k.210805.135How to use a DOI?
- public relations, city branding, Banyuwangi
PR industry is growing very rapidly in Indonesia. One of the functions of public relations is to create, develop, maintain, and improve the image of the organization and the company it represents. An area also needs a positive image to all the stake holders. A way to create image is by branding. Branding an area is called city branding. Banyuwangi was chosen as one of the 10 sub-brand tourist destinations formed by the Ministry of Tourism and Creative Economy under the master-brand Wonderful Indonesia. Banyuwangi’s development in the tourism sector felt since 2015 and increased rapidly in 2016 after Majestic Banyuwangi created. Therefore, this study discussed about how PR function in Banyuwangi’s city branding as a city of tourism through Majestic Banyuwangi. This study used city branding theory to form an image as in public relations. The research approach is a qualitative approach with a case study method. Collecting data through interviews, documentation, literature, and online searches. The results of the analysis show that public relations carry out the entire process of implementing city branding in order to achieve the expected image as a tourism city for Banyuwangi by highlighting the advantages of Banyuwangi in the Majestic Banyuwangi brand.
- © 2021, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Nadya Christine AU - Yugih Setyanto PY - 2021 DA - 2021/08/08 TI - PR Function in City Branding BT - Proceedings of the International Conference on Economics, Business, Social, and Humanities (ICEBSH 2021) PB - Atlantis Press SP - 857 EP - 862 SN - 2352-5398 UR - https://doi.org/10.2991/assehr.k.210805.135 DO - 10.2991/assehr.k.210805.135 ID - Christine2021 ER -