Using City Branding Strategy for Increase Heritage and Tourismto be Modern Movement Heritage in Architecture

2nd International Conference on Urban Heritage and Sustainable Infrastructure Development

(UHSID)2013Rethinking Conservation - “TOWARDS OLD TOWN SEMARANG, THE WORLD HERITAGE

CITY 2020”9 November 2013, Diponegoro University, Semarang, Central Java,

Indonesia

Eko Nursanty

Background

Place for life for citizen and

tourism

Architecture Uniquely

City heritage

Good place for life

City branding

The Aim of The Research

City Herita

ge

City Branding

City Marketing

NEW city

heritage

Theories

City Heritage Tourism

The Power of Place

City Branding

City Heritage Heritage tourism studies have embraced a wide array of themes such as “the analysis of museums, landscapes, artifacts, and activities that concentrate on representing different aspects of the past” (Halewood & Hannam, 2001).

The positive aspect of heritage tourism aims to take care of culture and landscape for long-term use, whereas the negative aspect implies “manipulation and exploitation of the past for commercial ends” (Merriman, 1991).

Heritage is also referred to as built heritage which can be classified into three categories (Prentice, 1993): Historic and artistic: Examples include relics with physical/tangible characteristics.

Scientific: This category refers to elements drawn from birds, animals, rocks etc.

Cultural heritage: Examples include folk, fine arts, traditions, and languages.

The Power of Place The four forms of power identified by (Wrong, 1979) based on the previous work of (Bachrach & Baratz, 1970 ) the force, manipulation, persuasion and authority and are presented.

Four Forms of Power (Wrong 1979: 24)

The Power of Place to be Power of Destination Branding Study of destination brands has focused on their external relevance, or in other words the understanding of how through the destination brand, destination marketing organizations are able to shape tourist behavior (Pike, 2004)

The building of the image of a tourism destination can be understood as a process in which the reality of the world is transformed, through both inclusion and exclusion, into a metaphor suitable to provide the best representation and visual cliche´ (Dann, 2002)

Instrumental in reinforcing the mental associations through which the destination brand equity is built (Konecnik & Gartner, 2007).

According (Foucault, 1980) conceptualization of power is therefore especially relevant in understanding how the image of a tourism destination and more specifically, a destination brand, is created.

City Branding The competition between cities to establish

their credentials as the best choice for prospective visitors, investors, business, students and talented people will intensify as places focus on how to convey their competitive edge and relevance (Dinnie, 2011).

Interest in city branding may be seen as part of a wider recognition that places of all kinds can benefit from implementing coherent strategies with regard to managing their resources, reputation and image by (Anholt, 2007).

A vibrant cultural life is seen as one prerequisite in branding a city to appeal to the creative class and several cities have made efforts to revitalize their cultural life in this respect (Chang, 2000).

According to (Dooley & Bowie, 2005) and (Dinnie, 2008), the concept of brand architecture has been applied to the branding of places by, who examine the ways in which a place brand can organize its many ‘sub-brands’ in a similar way to that in which corporations manage their portfolio of product or service brands. The key challenge for a city brand revolves around the issue of how to develop a strong ‘umbrella’ brand that is coherent across a range of different areas of activity with different target audiences, whilst at the same time enabling sector-specific brand communications to be created.

Methods:

The Power of Place City Branding

force, manipulation, persuasion

and authority

Tourist behavior

Building

Nature

Culture

New City Heritage

City Heritage

Literature Review & Case Study

Case : Georgetown-Penang, Malaysia

Penang Hop On Free Central Area Transit (CAT)

George Town-Penang World Heritage

Zone

Core Zone - 109,38 Ha1. Clock Tower2. Fort Cornwallis3. War Memorial4. City Hall5. Town Hall6. Convent Light Street School7. Court Buildings8. House of Yeap Chor Ee9. State Asembly Buildings10. Chatedral of the Assumption11. Penang State Museum12. St. George's Churuch13. Goddess of Mercy Temples14. King Street Temple15. The Pinang Peranakan Mansion16. Malayan railway Building17. Church Street Pier18. Mahariamman Temple19. Kapitan Keling Mosque20. Teochew Temple21. Cheah Kongsi22. Khoo Kongsi23. Majid Melayu Lebuh Achech24. Yap Kongsi Temple25. Dr. Sun Yat Sen's penang Base.

Buffer Zone - 150 Ha26.Islamic Museum (Syed Alatas Mansion)27.Saint Xavier's Institution28.Leong Fee's Mansion29.Cheong Fatt Tze Mansion30.Residence Of Ku Din Ku Meh31.Christian Cemetery32.Saint Francis Xavier Church33.Benggali Mosque34.Hainan Temple35.Goldsmith Guild36.Carpenters Guild

37.Little India38.Pusat Warisan Pulau Pinang (Penang

Tourism Information Centre)39.Art Gallery Lebuh Acheh ( lebuh

Armenian)40.Clan Jetties41.Chowrasta Market42.Gold Bazar

Listing Tourist Destination

Historic and

artistic• Total 38 desyinations.

Scientific

• None

Cultural heritage

• Total 4 destinations.

Tourist destination

HistoricScientificCulture

DiscussionPenang was identified by 2 zones historical area : Core Zone - 109.38 Ha and Buffer Zone - 150.04 Ha.

The core zone - 109,38 ha : The Historic City of George Town covers and area of 109,88 hectares bounded by the Straits of Melaka on the north-eastern cape of Penang Island. There are more than 1700 historic buildings within this Core Zone align on four main streets.

The Core Zone is being protected by 150,04 hectares of Buffer Zone bounded by stretch of sea area around the harbour.

Rapid Penang CAT is a free shuttle bus service that ply the streets based of core zone and buffer zone are of George Town. It covers a route from Weld Quay to Penang Road and back. Along the way, it makes 19 stops at strategic points of interest with 36 landmarks architecture, 5 public service facilities.

ConclussionHeritage tourism marketing has been a growing body of work in heritage tourism literature that seeks to identify different market segments so that tailor-made products can be designed for profitable target markets.

Travelers are an attractive target group for branding a city. Urban tourism is a market that is growth, while quite responsive to tourists branding techniques.

City branding as a result of intensifying competition between the city and the potential of existing talent, promotion of tourism, hosting sporting and cultural events, investment attraction, and many other goals set to be achieved in the search for urban development and regeneration.

In the future a more interdisciplinary approach should be prevalent in the field of branding the city, reflecting the need for a diversity of theoretical perspectives to capture the full complexity and multidimensional nature of branding the city.