Rakhmat Hidayat, Rina Ismariati, Yuanita Apriliandini
Kota Tua Jakarta (Jakarta Old City) which is famous called as Kota Tua as a historical tourism place in Jakarta. The historical term refers to Dutch colonialism on the 17th century. At that time, this location was center of Dutch company for spice trade and also provide the original town hall as a public sphere for the colonialist. After the independence era, the most famous building in this area is Jakarta History Museum and also a town hall which is a land marc as well is icon this location. The purpose of this paper explain the construction of city branding in the urban landscapes. At this point, this paper giving the attention how the connection both of identity and image of the city beyond of city branding. On the other side, this paper also focus on the impact of city branding for the tourism aspect in Jakarta. This study used a qualitative method with a case study research design conducted in Kota Tua or Old City. Kota Tua is one of the tourism objects still maintaining the historical-cultural-social identity of Jakarta. Kota Tua is one of the icons of the city of Jakarta. As the icon, Kota Tua becomes the model of the city branding project. The subjects in this study were the parties involved in branding of Kota Tua Jakarta. The subjects were purposively selected and divided into three categories, namely key informants, additional informants and triangulation informants. The subjects were selected to dig information regarding the application and impacts of branding on Kota Tua. Based on the findings of this study, we argues that city branding are potential tools to bring new perspective as well as new creations particularly became a site to promote the identity and image city. In practice, city branding is a part and related with the cultural identity of the Kota Tua, which represent colonialism history during the Ducth colonialism. In addition, it was potentially strategic for imagining the urban landscapes. In this case, city branding can be a strategy to connect the historical and cultural heritage and tourism attractive in an advance urban changing. Moreover, this paper covers how city branding contribute to urban landscape as an urban project for the alternative development in the city. © 2019 International Business Information Management Association (IBIMA).
Department of Sociology, State University of Jakarta, Indonesia
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