Looking at the similarity of South Korea and Semarang will help Semarang to learn a lot from what South Korea has done. These kinds of tourism site are successful at developing emotional branding in the visitor’s minds. They mostly visit popular drama shooting locations as their destinations. Drama is one of the main factors that contribute to the increasing number of foreign visitors. South Korea is well known because of its pop cultures, such as drama. It is due to Semarang’s background of often becoming a shoot location for famous movies. The researcher has conducted a pilot research study that aims to build Semarang’s city branding as The Cinematic City. Semarang is one of Indonesia’s big cities that has not yet succeeded in finding the right brand to represent it. In conclusion, some areas have the potential to be developed into the object of city branding Semarang those are Kota LamaDistrict, Imam Bardjo Auditorium University of Diponegoro and Lawang Sewu Building.Ĭity branding is an effort to build a particular image of a city. In total, there are nine locations that can be developed as a tourism hub which served as a brand attributes of the effort to construct a Semarang as a Cinematic City. Specifically located in the Old Town District there are Srigunting Park, State Financial Building, Cockfighting site, Berok Bridge, Blenduk Church, Jakarta Lloyd Building, and Berok River. The result found there are three separated areas in Semarang that can be built as the main points of the city branding. This research is conducted for three popular movies: Gie, Ayat-Ayat Cinta and Soekarno which those movies used Semarang City as the major filming sites. The main aim of this research is to map out the potential locations for Semarang’s new branding as a Cinematic City. This concept is derived from the success of several cities which famous as shooting locations, for example Oxford in England, Seoul in South Korea, and New Zealand as the filming sites of The Lord of the Rings. This research aims to develop a new branding for Semarang as a Cinematic City. However, this city branding is considered insufficient to meet the tourism target. It depicts the various cultures and ethnicities that live together in Semarang. The Variety of Culture is the current city branding concept for Semarang City.
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March 2023
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