Strategi komunikasi city branding Pemerintah Kota Manado di masa pandemi covid-19 = City branding communication strategy by the Manado city government during the covid-19 pandemic

Mambu, Andrea Tatyana Estherani (2022) Strategi komunikasi city branding Pemerintah Kota Manado di masa pandemi covid-19 = City branding communication strategy by the Manado city government during the covid-19 pandemic. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Pandemi virus covid-19 yang turut yang melanda dunia termasuk Kota Manado, memberikan dampak yang serius dalam banyak hal salah satunya pada ekonomi karena banyak industri yang tidak dapat beroperasi. Salah satunya adalah pariwisata, terjadi penurunan jumlah kunjungan wisatawan karena akses masuk yang harus ditutup. Pemerintah mengupayakan segala hal untuk menangani masalah yang terjadi, dan dengan bertahap mulai membuka kembali sektor pariwisata. Salah satu strategi untuk mempercepat kesejahteraan daerah dan masyarakat adalah dengan pemanfaatan potensi alam dan budaya dari suatu daerah dalam hal ini pariwisata sehingga dapat meningkatkan jumlah wisatawan ke kota tersebut. Strategi yang dapat dilakukan adalah dengan city branding, merupakan salah satu konsep dari branding. Suatu aktivitas branding yang dilakukan terhadap suatu kota agar dikenal oleh target pasar dan membantu meningkatkan pendapatan dari kota tersebut khususnya melalui pariwisata. Tujuan penelitian ini adalah mengetahui bagaimana strategi komunikasi city branding yang dilakukan oleh pemerintah Kota Manado di masa pandemi covid-19. Penelitian ini menggunakan pendekatan deskriptif kualitatif dengan metode penelitian fenomenologi. Pengumpulan data penelitian dilakukan dengan wawancara mendalam terhadap Dinas Pariwisata Kota Manado, Sekretaris Kota Manado, dan salah satu penduduk. Sumber data lainnya adalah observasi non-partisipan, dan studi kepustakaan. Hasil penelitian menunjukkan bahwa strategi komunikasi city branding yang dilakukan oleh Pemerintah di masa pandemi covid-19 meliputi tahapan perencanaan, pemerintah merencanakan sesuai tahapan perusuman strategi komunikasi, kemudia adalah pelaksanaan yaitu dengan program dan kegiatan yang dilakukan dengan inovasi dan strategi digitalisasi, serta pemanfaatan fungsi kemitraan. / The COVID-19 virus pandemic that has hit the world, including the city of Manado, has had a serious impact in many ways. One of them is in the economy because many industries cannot operate. One of them is tourism, there has been a decrease in the number of tourist visits because entry access must be closed. The government is trying everything to deal with the problems that occur, and gradually starting to reopen the tourism sector. One strategy to accelerate regional and community welfare is to utilize the natural and cultural potential of an area in this case tourism so as to increase the number of tourists to the city. The strategy that can be done is city branding, which is one of the concepts of branding. A branding activity carried out on a city to be known by the target market and help increase the income of the city, especially through tourism. The purpose of this study was to find out how the city branding communication strategy was carried out by the Manado City government during the covid-19 pandemic. This study uses a qualitative descriptive approach with phenomenological research methods. The research data collection was carried out by in-depth interviews with the Manado City Tourism Office, the Manado City Secretary, and one of the residents. Other data sources are non-participant observation, and literature study. The results show that the city branding communication strategy carried out by the Government during the COVID-19 pandemic includes the planning stage, the government plans according to the stages of formulating a communication strategy, then implementation is through programs and activities carried out with innovation and digitalization strategies, as well as the use of partnership functions.

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