The City of Tanjungpinang Government's Strategy in Building City Branding for the Kampung Pelangi Tourism Destination

Abstract

This study was based on a phenomenon in 2018 where a travel destination was built in Tanjungpinang City, which is The Rainbow Village. However, after being officially established, The Rainbow Village tourist destination was very little noticed by the local government. The purpose of this research is to know the strategy of Tanjungpinang City in building City Branding on The Rainbow Village travel destinations using literature study methods. Research shows that Tanjungpinang's Government strategy for building City Branding on the Rainbow Village has not been done optimally because of the lack of sustainable development and management of tourism, so The Rainbow Village tourism only survived for a certain time. Therefore, the Tanjungpinang City Government needs to develop sustainable tourism development and Collaborative Governance with various parties in building City Branding for The Rainbow Village tourist destination.