| Issue |
E3S Web Conf.
Volume 426, 2023
The 5th International Conference of Biospheric Harmony Advanced Research (ICOBAR 2023)
|
|
|---|---|---|
| Article Number | 02065 | |
| Number of page(s) | 6 | |
| Section | Innovative Management and Sustainable Society | |
| DOI | https://doi.org/10.1051/e3sconf/202342602065 | |
| Published online | 15 September 2023 | |
Bubung Awa, Character Licensing Strategies for City Branding: Harnessing Technology to Promote Bengkulu’s Tourism Potential
Animation Program-Visual Communication Department, School of Design, 11480 Bina Nusantara University, Jakarta, Indonesia
* Corresponding author: aanam@binus.edu
This study aims to develop a city branding strategy incorporating character design, merchandising, and digital media platforms for Bengkulu’s tourism potential. We surveyed 35 respondents to assess their familiarity with Bengkulu’s distinctive cultural and natural elements and tourism potential. This strategy utilize social media as a promotional tool to market Bengkulu’s tourism potential. The findings suggest that implementing a comprehensive city branding system could increase Bengkulu’s tourism appeal and economic growth. Therefore, the author intends to design a business strategy for a character-licensed base intellectual property that can elevate Bengkulu’s culture, nature, and tourism with the function of city branding with a tourism approach.
© The Authors, published by EDP Sciences, 2023
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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