Peranan Dinas Pariwisata Dan Kebudayaan Rokan Hulu Dalam Membangun City Branding Melalui Mesjid Agung Pasir Pengaraian

Rokan Hulu which has a very rich natural potential in the aspect of tourism, so that it has the potential to increase the Regional Original Revenue (PAD) of Rokan Hulu. One step that needs to be taken is to form a city branding, so that tourists want to visit because of the attractions that can be visited. The purpose of this research is to know and explain the Role of the Rokan Hulu Tourism and Culture Office in Building City Branding through the Great Mosque of Pasir Pengaraian. To find out and explain the obstacles in the Rokan Hulu Department of Tourism and Culture in Building City Branding through the Great Mosque of Pengaraian Sand. This study uses descriptive qualitative methods and inductive data analysis. The informant was determined by the Head of the Tourism and Culture Office of Rokan Hulu, the Head of Marketing, the Head of Tourism Objects and Attraction, the Management of the Grand Mosque, Sand Pengaraian and the Tourist Attraction. The results of this study concluded that the role of the Rokan Hulu Tourism and Cultural Office in building City Branding through the Great Mosque of Pasir Pengaraian was not optimal. This can be seen from several indicators, among others: Identifying Indicators, Indicators of Nominated Results, Communication Indicators, Indicators of Coherence. But from the results of this study found: 1. The Great Mosque of the Islamic Center has become an icon of the City of Sand Pengaraian and crowded with worshipers. 2. There is a challenge in providing a clean Masjid Agung Islamic Center area and supporting infrastructure. While the opportunities obtained by the growth of a new economy in the mosque area. 3. The target of pilgrims visiting the Great Mosque of the Islamic Center is more than 500,000 people each year. 4. The strategy determined in maintaining the Islamic Center Great Mosque area is by placing security personnel (Satpol PP) and environmental cleaners of the mosque. 5. There are various promotions in forming city branding through the Great Mosque of the Islamic Center such as through social media and websites. 6. Cooperation and coordination has been formed in all institutions as well as with the mosque management. The obstacles encountered in the form of funding from ABPD and direct involvement in the imaged object