CITY BRANDING “DEMAK KOTA WALI” SEBAGAI KOMUNIKASI PEMASARAN WISATA RELIGI DI KABUPATEN DEMAK

Abstract

City branding is an effort or strategy for a city to create a strong regional and global positioning. City branding carried out by the Demak district government in marketing its area, uses the slogan "Demak City Mayor". This describes the history of the first Islamic civilization on the island of Java brought by the Wali Songo (wali nine) in the spread of Islam on the island of Java, so that the people of Demak are strong in their religious culture. The aim of this research is to find out how the city branding "Demak Kota Wali" is used as marketing communication for religious tourism in Demak district. This research is a qualitative descriptive study which aims to research something in depth to be able to understand every phenomenon that is currently unknown and for future evaluation purposes. Researchers used purposive sampling techniques. Data collection techniques are field observation and in-depth interviews. The data analysis technique goes through several stages, namely data reduction, data display, drawing conclusions and verification. City Branding carried out by the Demak Regency government in promoting religious tourism in the city of Demak is carried out in four steps (Andreas Insch): identity, objectivity, communication, coherence. In city branding activities to promote religious tourism in the city of Demak, the regional government of Demak district uses many media that can be reached for promotional activities, both mainstream media and social media such as Instagram, Facebook, Twitter and WhatsApp. Communication via social media is now used more effectively so that information is conveyed more quickly and the public can immediately provide feedback or opinions regarding Demak district marketing.