Solo International Performing Art (SIPA) sebagai penguatan branding Solo The Spirit Of Java

Dewati, Nur (2024) Solo International Performing Art (SIPA) sebagai penguatan branding Solo The Spirit Of Java. Masters thesis, Universitas Pelita Harapan.

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Abstract

Solo International Performing Art (SIPA) is a tourism event held in Solo, Central Java. SIPA is one of the pioneers and a legendary event and continue for 15 years. SIPA is a leading event involving international delegations and has become the Solo City cultural festival icon. The Solo Government has the brand “Solo The Spirit Of Java” which has been used for 17 years and is still considered very relevant. This research wants to see how SIPA as a leading event contributes to strengthening the branding of "Solo The Spirit Of Java". This study uses a qualitative descriptive approach, data obtained by in-depth interviews with purposive sampling of key informants, SIPA CEO, SIPA Manager, Tourism Office, and Festival Activists. The results showed that SIPA strengthened Solo City branding through various things, namely Javanese cultural content at the SIPA event, event themes, event locations, promotional materials, and event publications which were carried out massively and highlighted Solo as a Javanese cultural city. The use of the ornament branding “Solo The Spirit Of Java” in the design and implementation of the event becomes an inseparable identity. SIPA strengthens Solo's branding as a leading event that is promoted internationally throughout the year by collaborating across stakeholders and involving volunteers (SIPA community), media, and community partners. SIPA has succeeded in encouraging tourist visits to Solo by holding events for both domestic and foreign tourists. Expert opinion says that SIPA strengthens Solo branding through display and content. / Solo International Performing Art (SIPA) merupakan sebuah event pariwisata yang diselenggarakan di Kota Solo. SIPA menjadi salah satu pionir dan event yang legendaris yang telah bertahan selama 15(lima belas)tahun. SIPA menjadi event unggulan, melibatkan delegasi internasional dan menjadi ikon festival budaya Kota Solo. Pemerintah Kota Solo memiliki brand“Solo TheSpirit Of Java”, yangtelah digunakan dalam 17 (tujuh belas) tahun dan dinilai masih sangat relevan. Penelitian ini ingin melihat bagaimana SIPA sebagaieventunggulan berkontribusi dalam penguatan branding“SoloThe Spirit Of Java”.Penelitian ini menggunakan pendekatan diskriptif kualitatif; data diperolehdengan metode wawancara secara mendalam dengan purposive samplingnarasumber CEO SIPA, Pengelola SIPA, Dinas Pariwisata dan Penggiat Festival. SIPA menjadi layak diteliti karena sebagai eventpaling lama bertahan dan mampu menjadi rujukan berbagai eventlainnya. Hasil penelitian menunjukkan SIPA memperkuat brandingKotaSolo melalui berbagai hal yaitu konten Budaya Jawa pada event SIPA, tema event, lokasi pelaksanaan event, material promosi dan publikasi event yang dilakukan secara masif dan menyoroti Solo sebagai kota budaya Jawa. Penggunaan ornamen branding“Solo The Spirit Of Java” pada desain dan pelaksaan event menjadi identitas yang tidak terpisahkan. SIPA menguatkan brandingSolo sebagai event unggulan yang dipromosikan secara internasional sepanjang tahun den gan melakukan kolaborasi lintas pemangku kepentingan dan melibatkan volunteer (SIPA community), media dan komunitas partner. SIPA berhasil mendorong kunjungan wisatawan ke Solo melalui penyelenggaraan eventbaik wisatawan domestikmaupun mancanegara. Pendapat ahli mengatakan bahwa SIPA memperkuat brandingSolo melalui tampilan dan konten.

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