PENGELOLAAN KAWASAN WISATA PONOROGO TERINTEGRASI DENGAN STRATEGI PENDEKATAN CITY BRANDING

In TAP No. IV/MPR/1978 which contains the contents of the Outlines of State Policy made Indonesia start the process towards improving the tourism industry sector. The tourism sector is in the sixth rank of development after agriculture, industry, mining, energy and infrastructure. In developing tourism, the Department of Culture, Tourism, Youth and Sports has a major role. In addition to exploring tourism destinations to be better developed, tourism development is also carried out using the City Branding strategy. City branding that is applied as a Ponorogo Regency brand is through the "Ponorogo Ethnic Art of Java" branding. This branding has been implemented since 2014 with the aim of influencing the interest of visitors, both national and foreign. But because it was considered less successful, in 2019 the branding was changed to “Fantastic! Ponorogo” which in the same year the Ponorogo Government held an Annual Tourism event. Therefore, the researcher wanted to know how the governance and what factors caused the Ponorogo Government to implement the City Branding system. The method used in this study is a qualitative descriptive method. With the number of respondents as many as 4 people consisting of the Marketing and Creative Economy Sector, the Department of Tourism, Youth and Sports, Ponorogo Regency, Secretary of the Ngebel District, and the surrounding community who are involved in the management of tourism objects. The results of this study are the management of tourist areas with city branding in Ponorogo Regency is going well, although there are still things that need to be improved. This can be seen from the 7P city branding aspects, namely: (1) Product, which in this aspect has been running well. Because Ponorogo Regency has many and interesting tourism products, the Ponorogo Tourism Office has also started to manage these tourism products. (2) Place, in this aspect it has been going well because Ponorogo Regency has beautiful and interesting tourism potential in terms of tourism development, although in some cases there are shortcomings such as a less strategic location but it does not reduce tourists to visit. (3) Price, in this case is in accordance with the aspects. The cost to travel to Ponorogo does not cost quite a lot because the Ponorogo Tourism Office also sees and considers the average tourist economy. (4) Promotion, the Tourism Office as the manager of Ponorogo Tourism is in accordance with this Promotion aspect. The promotions carried out by creating branding are considered successful because they can attract as many as 200 foreign tourists and 575 thousand domestic tourists. (5) People, in this case it is also in accordance with the aspects of tourism management. The Ponorogo Tourism Office has also thought about so that visiting tourists can easily interact or get information about Ponorogo Tourism. (6) Process, for consumer services such as facilities and facilities is quite good. Although there is still a task in repairing road infrastructure leading to tourist sites, there are many damaged roads. (7) Physical Evidence, it is stated that the physical environment of Tourism in Ponorogo Regency is very numerous and interesting. It is proven by the variety of tourist objects in Ponorogo. In this case, the management carried out by the Ponorogo Government is in accordance with the theory. In this case, the researcher provides suggestions from these problems so that the Ponorogo Tourism Office cooperates well with the local government that has tourist destinations in order to further achieve tourism development that is integrated with city branding. On the other hand, the Ponorogo Tourism Office can also cooperate with local stakeholders so that tourism in Ponorogo develops rapidly. For tourism management to develop properly, the Tourism Office should also prioritize infrastructure development, especially roads to tourist sites.