Iconic Master Plan as a City Branding Strategy: A Case Study of Plunturan Cultural Tourism Village in Building “Ponorogo Ethnic Art of Java”: Iconic Master Plan as a City Branding Strategy: A Case Study of Plunturan Cultural Tourism Village in Building “Ponorogo Ethnic Art of Java”

Sandra Alfiani; Dhimas Anom Purnomo

Authors

Sandra Alfiani Dian Nuswantoro University, Indonesia
Dhimas Anom Purnomo Trunodjoyo Madura University, Indonesia

Keywords:

Iconic Master Plan, City Branding, Cultural Tourism Village, Case Study, Ponorogo Ethnic Art of Java

Abstract

The development of cultural tourism villages requires a long-term strategy to translate the region’s cultural identity into a concrete image. This study aims to analyze the process of initiating an iconic master plan and its implementation in strengthening the “Ponorogo Ethnic Art of Java” city brand through the Plunturan Cultural Tourism Village in Pulung Subdistrict, Ponorogo Regency. A qualitative case study approach was used within the framework of place/city branding and Anholt’s City Brand Hexagon. Data were collected through interviews with five informants, observations, and documentation; analyzed using Creswell’s techniques; and validated through source triangulation, temporal triangulation, and member checking. The results indicate that the iconic master plan emerged from the gap between regional branding and its implementation at the village level, the richness of local arts, and the momentum generated by the 2021 Indonesian Tourism Village Award. The master plan serves as a spatial-strategic framework operationalized through five strategies: expanding the stakeholder base, establishing POKDARWIS, strengthening human resources, developing cultural programs, and participating in regional and national events. Implementation continues to face challenges related to digital media management capacity, logo consistency, and intellectual property protection.

References

Anholt, S. (2006). Competitive identity: The new brand management for nations, cities and regions. In Competitive Identity: The New Brand Management for Nations, Cities and Regions. Palgrave Macmillan. https://doi.org/10.1057/9780230627727

Anholt, S. (2010). Places: Identity, Image and Reputation. Palgrave Macmillan.

Bjorner, E. (2013). The Importance of Online Branding: Chinese Luxury Brands and Key Opinion Leaders. Emerald Group Publishing.

Cresswell, J. W. (2015). PENELITIAN KUALITATIF & DESAIN RISET Memilih di antara Lima Pendekatan. In L. R. Aksara (Ed.), Mycological Research (Edisi ke-3, Number 3). Pustaka Pelajar.

Creswell, J. W., & Creswell, J. D. (2017). Research design: Qualitative, quantitative, and mixed methods approaches. (4th ed.). SAGE.

de San Eugenio-Vela, J., Ginesta, X., Compte-Pujol, M., Frigola-Reig, J., & Fernández-Rovira, C. (2023). The Process of Implementing a Place Brand Based on a Multilevel Approach: The Case of the Municipality of Masquefa. Sustainability. https://doi.org/10.3390/su152215788

Grenni, S., Horlings, L. G., & Soini, K. (2020). Linking spatial planning and place branding strategies through cultural narratives in places. European Planning Studies, 28(7), 1355–1374. https://doi.org/10.1080/09654313.2019.1701292

Grzesiak, M. (2015). Branding Yourself: Make Your Business Personal. Wydawnictwo Naukowe PWN.

Henri, N., & Ardiawati. (2020). External Stakeholder Collaboration and Local Community Revenue in Rural Tourism. Jurnal Pariwisata.

Henri, N., Badaruddin, M., & Hamzah, H. (2021). Collaborative Stakeholder Engagement in Rural Tourism Development. International Journal of Tourism Research.

Jafarli, U., & Canavari, M. (2025). Rural Place Branding: A Systematic Literature Review. Journal of Rural Studies.

Kavaratzis, M. (2008). From city marketing to city branding Publisher ’ s PDF , also known as Version of record Publication date : An Interdisciplinary Analysis with Reference to Amsterdam , Budapest and Athens From City Marketing to City Branding. https://research.rug.nl/en/publications/from-city-marketing-to-city-branding-an-interdisciplinary-analysi

Kavaratzis, M., & Ashworth, G. J. (2005). City Branding: An Effective Assertion of Identity or a Transitory Marketing Trick? Tijdschrift Voor Economische En Sociale Geografie, 96(5), 506–514. https://doi.org/10.1111/j.1467-9663.2005.00482.x

Kavaratzis, M., & Hatch, M. J. (2013). The Dynamics of Place Brands: An Identity-Based Approach to Place Branding Theory. Marketing Theory, 13(1), 69–86. https://doi.org/10.1177/1470593112467268

Kunto, A. (2013). Prosedur Penelitian Suatu Pendekatan Praktik Penelitian : Suatu Pendekatan Praktik. In Jurnal Universitas Udayana. ISSN (Edisi Revi, Vol. 2302). Rineka Cipta.

Kusumohendrarto, R. H., Fitri, N. D., & Syamsi, M. D. (2025). Collaboration of Design and Purwosari Tourism Village Creating a Sustainable Future for Destination Brands. Proceedings of International Conference on Multidiciplinary Research, 7(2), 176–188. https://doi.org/10.32672/picmr.v7i2.2973

Lexy J. Moleong. (1989). Metodologi Penelitian Kualitatif. Remadja Karya. https://books.google.co.id/books?id=YXsknQEACAAJ

Maryadi, Sarjono, & Rubino. (2010). Pedoman Penulisan Skripsi FKIP. Universitas Muhammadiyah Surakarta.

Nugraha, A. R., Diah Fatma Sjoraida, Iriana Bakti, & Dian Wardiana Sjuchro. (2025). Cultural Tourism Branding in Kuta Traditional Village, Ciamis - West Java. Jurnal Komunikasi Ikatan Sarjana Komunikasi Indonesia, 10(2), 408–424. https://doi.org/10.25008/jkiski.v10i2.1233

Oprasmani, E., Angraini, Y., & Fitriani, R. (2020). Efektivitas Kegiatan Edukasi Berbasis Interaktif pada Masyarakat. Jurnal Pengabdian Kepada Masyarakat, 6(2).

Pamungkas, P. T. (2015). Pengaruh Modal Usaha, Kualitas Sumber Daya Manusia (SDM) Dan Promosi Terhadap Pemberdayaan UMKM ( Studi Kasus Pada Pemilik Usaha di Sekitar Pasar Babadan, Ungaran ). Journal of Management, 1(1), 1–6. http://jurnal.unpand.ac.id/index.php/MS/article/view/231

Rahim, Abd. (2012). Peran Kelompok Sadar Wisata (POKDARWIS) dalam Pemberdayaan Masyarakat di Bidang Pariwisata. Jurnal Ilmiah Pariwisata.

Stylianou, T., Pipyros, K., & Aslanides, M. (2025). Rural Place Branding in Cyprus: Stakeholder Strategies, Social Media, and Digital Capacity Challenges. Journal of Rural Studies.

Sugiyono. (2018). Metode Penelitian Kuantitatif, Kualitatif, dan R&D (Edisi ke-2). Alfabeta.

Sugiyono. (2019). Metode Penelitian Manajemen (Alfabeta). In BMC Public Health (Vol. 5, Number 1). Alfabeta. https://ejournal.poltektegal.ac.id/index.php/siklus/article/view/298%0Ahttp://repositorio.unan.edu.ni/2986/1/5624.pdf%0Ahttp://dx.doi.org/10.1016/j.jana.2015.10.005%0Ahttp://www.biomedcentral.com/1471-2458/12/58%0Ahttp://ovidsp.ovid.com/ovidweb.cgi?T=JS&P

Sukarno, R., & Mutiarin, D. (2023). Collaborative Governance in the Development of Nglanggeran Tourism Village Branding. Jurnal Manajemen Pelayanan Publik, 6(1), 1–15.

Syaodih, N. (2013). Metode Penelitian Pendidikan. PT Remaja Rosdakarya.

Wahyuningsih, S. (2013). Metode Penelitian Studi Kasus: Konsep, Teori, Pendekatan Psikologi Komunikasi, dan Contoh Penelitiannya. UTM Press.

Widyadnyana, M. M., Lestawi, I. N., & Wastawa, I. W. (2025). Komunikasi Pemasaran Pengembangan Desa Wisata Pinge Kecamatan Marga Kabupaten Tabanan. Anubhava: Jurnal Ilmu Komunikasi HIndu, 5(2), 122–131. https://doi.org/10.25078/anubhava.v5i2.5023

Wimmer, R. D., & Dominic, J. R. (2011). Mass Media Research: An Introduction. In Sustainability (Switzerland) (9th ed., Vol. 11, Number 1). Wadsworth Cengage Learning. http://scioteca.caf.com/bitstream/handle/123456789/1091/RED2017-Eng-8ene.pdf?sequence=12&isAllowed=y%0Ahttp://dx.doi.org/10.1016/j.regsciurbeco.2008.06.005%0Ahttps://www.researchgate.net/publication/305320484_SISTEM_PEMBETUNGAN_TERPUSAT_STRATEGI_MELESTARI

Yugiswara, D. (2016). City Branding Kota Padang melalui Slogan “Padang the Ethical City.” Jurnal Ilmu Komunikasi, 13(1), 1–12.

Iconic Master Plan as a City Branding Strategy: A Case Study of Plunturan Cultural Tourism Village in Building “Ponorogo Ethnic Art of Java”