THE EXPLORATION OF PONTIANAK CITY BRANDING CONCEPT THROUGH THE REVITALIZATION OF KAPUAS RIVER

Abstract

The concept of city branding is needed to create positive identity of the city. One of those identities that support the city tourism is developing the river tourism destinations, such as Kapuas River in Pontianak City. Pontianak City Government sees that the river tourism could become the leading city tourism after the Equator Monument. However, this new destination requires aspects of choosing the right communication channel, partnership, and concern for maintaining a sustainable river ecosystem without losing the characteristics of local wisdom. This research is an explorative-qualitative with case study method. Data collection techniques were carried out by non-participating observation, in-depth interviews, and documentation. The Model of Miles and Huberman was applied as the data analysis technique in this research. The research results showed that 1) the city branding of Pontianak City was built based on the characteristics inherent in the city of Pontianak, namely a city crossed by the equator and the culture of ethnic groups in West Kalimantan; 2) Pontianak city branding portrays a water-type tourism city which is manifested by tourism activities in the Kapuas river channel. The contribution of this research showed that the city branding concept of the Nanogone Model is applied in Pontianak City tourism and has an important meaning in promoting local wisdom.