City Branding Sawahlunto Kota Wisata Tambang Yang Berbudaya Melalui Event Sawahlunto International Songket Carnival (Sisca) 2016

Abstract

Songket Silungkang is the featured product of handicrafts community in Sawahlunto. The Songket History and The Mining Coal History added city branding concept of Sawahlunto in realizing the vision of the city “The Cultured Coal Mining Tourism City” that has been contained in the Local Regulation No. 2 since 2001 on the SISCa event. In SISCa 2016, the transformation of The Cultured Coal Mining Tourism City is realized through the concept and design of the appearance of carnival participants. This research is purposed to know the reasons and background of the organizers to held Sawahlunto International Songket Carnival (SISCa) 2016 in city branding Sawahlunto as The Cultured Coal Mining Tourism City, to know understanding organizers associated SISCa 2016 and communication actions of organizers in SISCa 2016 within the framework of city branding Sawahlunto. The method used in this research is qualitative method with case study. The theory of the social construction of reality and city branding concepts are the basis framework for discussing the results of the study. The result of this research shows that the reason of the organizers to held SISCa 2016 for Sawahlunto city branding is the relationship of impact from the SISCa 2016, namely, the economic impact and the tourism impact. The understanding organizers of SISCa 2016 related with Sawahlunto city branding is stated from Mission SISCa 2016 as a form of transformation city vision by lifting the coal mining tourism concept. Communication actions has been done by organizers through three stages of communication, namely (1) the communication in the beginning stage of SISCa 2016 between governments with internal and external parties, (2) communication in during of SISCa 2016, namely, verbal and non-verbal communication, and (3) communication post of SISCa 2016 carried out for establish a good relationship in preparation for the next SISCa. Thus, the implementation of SISCa 2016 has been considered as a form of the region promotion through songket carnival as realized of the vision of Sawahlunto.