STRATEGI PENERAPAN CITY BRANDING UNTUK MENINGKATKAN SEKTOR PARIWISATA DI KOTA MALANG

In order to support the regional economy, the Malang City Government has made various efforts including city branding as a step to increase the tourist attraction of Malang City which will continuously increase the regional income of Malang City. In order to realize Malang City as a tourist city, the Malang City Government is trying to increase tourist destinations, one of which is through the establishment of a tourist destination on Jalan Kayuutangan with the theme of a heritage village.
The research method used in this writing is descriptive qualitative with research subjects in the form of parties tasked with developing tourism in Malang City, namely the Youth, Sports and Tourism Office of Malang City.
Based on the results of the study, it is known that to develop the concept of city branding, there needs to be collaboration from the hexahellix components which are accompanied by the implementation of six city branding concepts, namely: presence, place, potential, attraction, people and also prerequisites. Meanwhile, when implementing the city branding strategy, the Malang City Government is faced with a number of problems such as the lack of supporting tourism facilities and infrastructure on Jalan Kayutangan, such as unorganized parking lots, limited budget and the regulation of street vendors. With these shortcomings, of course, it has the potential to reduce the comfort and interest of tourists in visiting Jalan Kayutangan, therefore, the Malang City Government is carrying out a number of mitigations in order to minimize unwanted potential in the form of: identifying system constraints, determining efficient utilization for each constraint, managing flow along the constraint, increasing capacity at increasing constraints, and finally redesigning the constraint process towards better movement.