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CITY BRANDING “TERNATE KOTA REMPAH” DALAM PENGEMBANGAN PARIWISATA BERKELANJUTAN

Published: | DOI: 10.5614/wpar.2025.23.1.04 | Vol 23, Issue 1 (2025)

Authors

Abstract

City branding merupakan strategi untuk memperkuat identitas dan meningkatkan daya saing kota melalui integrasi sejarah, budaya, dan potensi ekonomi. Ternate mengusung citra “Kota Rempah” yang menonjolkan peran rempah-rempah sebagai warisan sejarah dalam jalur perdagangan maritim masa lalu, sehingga menarik wisatawan, investor, dan masyarakat lokal dengan narasi autentik. Meskipun demikian, tantangan implementasi masih muncul, terutama dalam pemanfaatan city branding dan integrasinya untuk produk kuliner berbasis rempah dalam industri ekonomi kreatif. Penelitian di masa depan harus mengkaji peran produk kuliner dalam penguatan city branding Ternate dalam konteks pariwisata berkelanjutan guna meningkatkan nilai tambah ekonomi dan pelestarian warisan budaya.

Keywords

Business; Business administration; Advertising; Marketing

Daftar Pustaka

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Kevin Gustian Yulius adalah dosen dan peneliti kelahiran Jakarta, tahun 1993. Kevin berfokus pada bidang pariwisata berkelanjutan dalam berbagai aspek pariwisata, seperti gastronomi, akomodasi, dan sumber daya manusia. Sekarang Kevin merupakan kandidat Doktor Pariwisata dari Institut Pariwisata Trisakti setelah menempuh pendidikan D4 Manajemen Perhotelan dan S2 Pariwisata dengan peminatan Sumber Daya Manusia.

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