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ANALISIS MANAJEMEN EVENT “TOUR DE KOTABARU” DALAM PENGUATAN BRANDING DI KAWASAN HERITAGE YOGYAKARTA
This study examines the role of event management in strengthening the branding of the Kotabaru heritage area amid the concentration of tourism activities in major destinations in Yogyakarta, which has limited the exposure of other historical areas such as Kotabaru. Using a qualitative descriptive approach, data were collected through in-depth interviews, observation, and documentation. The analysis applies Joe Goldblatt’s event management model, which includes the stages of research, design, planning, coordination, and evaluation, and is connected to branding principles of consistency, clarity, continuity, visibility, and authenticity. The findings reveal that Tour de Kotabaru has been managed systematically across all stages of event management and has contributed to strengthening the visibility and identity of Kotabaru as a heritage tourism area. The event presents a structured heritage tourism experience through clear route design, educational activities, community involvement, and the use of historical spaces. These strategies contribute to building a consistent and recognizable image of Kotabaru as a heritage area. However, the study also finds that the authenticity aspect has not been fully optimized, particularly in the depth and delivery of historical narratives during the event. This limitation affects the overall visitor experience. Despite this, the implementation of Tour de Kotabaru demonstrates that well-managed events can function as an effective strategy for strengthening heritage area branding and supporting sustainable event tourism development.
FAKULTAS ILMU SOSIAL DAN HUMANIORA, UIN SUNAN KALIJAGA YOGYAKARTA
ANALISIS MANAJEMEN EVENT “TOUR DE KOTABARU” DALAM PENGUATAN BRANDING DI KAWASAN HERITAGE YOGYAKARTA (Text)
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