Strategy City Branding Oleh Pemerintah Kabupaten Siak Dalam Mempromosikan Pariwisata Budaya Di Kabupaten Siak

STRATEGY CITY BRANDING BY THE GOVERNMENT OF SIAK DISTRIC IN PROMOTING CULTURAL TOURISM IN SIAK DISTRIC ABSTRACT By YUFIS ARIO YUBA City Branding is a strategy carried out by the government to change a city or region. City branding is a strategy applied by many regions, especially Siak Regency which has become "SIAK THE TRULLY MALAY". The purpose of City Branding is to attract tourists to visit an area. City branding in the form of a tagline, logo and slogan. The purpose of this research is to describe how far the city branding strategy is running and to see what are the obstacles that occur in the city branding strategy in Siak Regency. This study uses a qualitative method to describe the actual or actual situation regarding the city strategy in Siak Regency. The information retrieval technique in this study uses the snowball technique, which means 4 people consisting of key informants and informants. Withdrawing some snowball informants as informants and it is possible to retrieve or replace them with other informants. Based on the research conducted, the results show that the city branding strategy carried out by the Siak Regency government is based on indicators that are present, place, potential, people, enthusiasm and prerequisites, indicating that the promotional strategy carried out does not focus on Malay culture which is unique to Siak Regency. The obstacles that occur in the promotion of branding in SIAK THE TRULLY MALAY, namely the lack of tourism promotion carried out by the Siak Regency government and the lack of interest from future generations in inheriting Malay culture. Inputs and suggestions from researchers are to develop the Malay cultural heritage of Siak and make Siak Regency a city for Malay cultural tourism