EVALUASI PROSES PERENCANAAN DAN PENGEMBANGAN SMART BRANDING KOTA CERDAS TANJUNGPINANG BERDASARKAN TAHAPAN PLACE BRANDING
DOI:
https://doi.org/10.55314/tsg.v6i3.989Abstract
Penelitian ini bertujuan untuk mengevaluasi perencanaan dan pelaksanaan strategi Smart Branding Kota Tanjungpinang dalam Framework Place Branding dengan menggunakan pendekatan model Place Branding Govers et al. (2015), penelitian ini menelaah lima tahapan utama: (1) formulasi tujuan, (2) analisis kondisi, (3) perancangan identitas, (4) implementasi, dan (5) pengawasan. Penelitian dilakukan secara kualitatif dengan pendekatan case study. Hasil penelitian menunjukkan bahwa visi “Tanjungpinang Cerdas, Kota Pusaka dan Investasi” telah selaras dengan dokumen perencanaan daerah (RPJPD/RPJMD), namun proses perumusan tujuan yang bersifat top‑down membatasi partisipasi publik. Analisis kondisi yang idealnya berurutan setelah perumusan visi justru dikedepankan, sehingga elemen yang dapat menunjukkan identitas kota belum sepenuhnya tercermin dalam identitas yang dibentuk. Pada tahap implementasi, refocusing anggaran akibat pandemi COVID‑19 dan lemahnya koordinasi antar lembaga menghambat pelaksanaan Smart Branding. Berdasarkan temuan tersebut, direkomendasikan penguatan partisipasi masyarakat serta peningkatan koordinasi antar lembaga. Diharapkan penelitian ini mampu meningkatkan efektivitas Smart Branding Tanjungpinang sesuai dengan harapan pemerintah dan masyarakat kota.
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