Park, Yun Ju
(2019)
Analysis of cultural assets, city attitude and city branding towards city marketing of Jakarta and Sejong.
Bachelor thesis, Universitas Pelita Harapan.
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Abstract
The ability to exchange information no matter what the distance between the receiver and the sender is, at its most fast, and convenient state has enabled people around the world to get to know about a city that also could be at the opposite side of the earth from their currently based location. The aim of this study is to identify the factors that positively influences city marketing from cultural assets, city attitude and city branding of Jakarta, Indonesia and Sejong, South Korea as this type of research is currently limited and city marketers can plan their strategies to compete with other cities. The purpose of the research is to find the relationship between Cultural Assets, City Attitude and City Branding towards City Marketing of Jakarta and Sejong. The data used in this study is primary data, which was gathered through distributing questionnaire that applied Anholt’s GMI City Brand Index Hexagon elements, filled out by 100 respondents who have visited both cities – Jakarta and Sejong, whom are currently based in Indonesia. The collective data were analyzed with IBM SPSS. From this study, there are number of findings from the research and it has been determined that there are positive influence of Cultural Assets, City Attitude and City Branding towards City Marketing of Jakarta. The influence of Cultural Assets and City Branding towards City Marketing of Sejong was proven not supported due to the insignificancy in critical value and t-value. The managerial implication found in this study shows that city marketers should enhance their city’s Cultural Assets, City Attitude and City Branding for their City Marketing as there are more positive influences. As a suggestion, Sejong city should enhance their Cultural Assets and give up on the current City Branding as it was proven to be lower than Jakarta’s City Branding influence on their City Marketing.
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