Place Brand Experience of Bandung City as UNESCO's Creative City Network in City Economy Development

Creative city has become one of the current urban issues and a highlight in many areas like Indonesia or other countries. Bandung is set to become one of the creative cities by UNESCO in the Creative Cities Network in 2015. The aim of this research is to develop a model of Place Brand Experience of...

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Bibliographic Details
Published in:Review of Integrative Business and Economics Research 2019-01, Vol.8, p.225-238
Main Authors: Chan, Arianis, Alexandri, M Benny, Tresna, Pratami Wulan
Format: Article
Language:English
Subjects:
Chronology
Cities
Creative industries
Creativity
Economic development
Economic growth
Economics
Entertainment
Gentrification
Local government
Marketing
Qualitative research
Social networks
Stakeholders
Tourism
Tourists
Word of mouth advertising
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Summary:Creative city has become one of the current urban issues and a highlight in many areas like Indonesia or other countries. Bandung is set to become one of the creative cities by UNESCO in the Creative Cities Network in 2015. The aim of this research is to develop a model of Place Brand Experience of Bandung creative city in the framework of City Economic Development. This research used qualitative research method. Qualitative research is an unstructured explorative research methodology based on a small sample intended to provide insight. The research design used is qualitative explorative. The results of this research show that Bandung as a creative city provides place branding experience for its citizens and non-citizens. The place branding experience is divided into three phases: pre-place experience (before arrival), place experience (real experience in the actual place), and post-place experience (memories of the place experience). Place brand experience of Bandung contributes to the economic growth and increases employment in Bandung. The economic growth of Bandung in 2017 was recorded at 7% and became one of the best economic growth achievement in Indonesia. It is influenced by several things, such as the tourists coming to the city, the number of tourist destinations, its creative events, the emergence of the creative economy and creative communities, and other things that encourage the economic growth.
ISSN:2414-6722
2304-1013