Branding Kota, Upaya Terstruktur atau Hanya Gagasan Konseptual: Evaluasi Terhadap Dokumen Perencanaan di Kota Bandung

Lutfhi Ahmad Barwanto; Ridwan Sutriadi

doi:10.29313/jpwk.v19i1.3567

Authors

Lutfhi Ahmad Barwanto Universitas Islam Bandung https://orcid.org/0009-0003-2573-4887
Ridwan Sutriadi

DOI:

https://doi.org/10.29313/jpwk.v19i1.3567

Keywords:

branding kota, evaluasi rencana, Kota Bandung, kota tematik, perencanaan kota

Abstract

Konsep branding kota menjadi pendekatan yang banyak diterapkan kota-kota untuk meningkatkan daya tarik kota, dan pada prakteknya cenderung lebih berhasil ketika diterapkan dalam kerangka perencanaan. Kota Bandung menjadi satu-satunya kota di Indonesia yang mengambil pendekatan tematik pada dokumen Rencana Detail Tata Ruang (RDTR) Kota Bandung 2015-2035, yang berkaitan erat dengan penerapan konsep branding kota. Meski demikian, masih terdapat ketidakjelasan mengenai sejauh mana konsep branding kota diterapkan dan tercantum dalam dokumen rencana di Kota Bandung. Artikel ini bertujuan untuk mengidentifikasi kehadiran dan menjelaskan konteks dari konsep branding kota pada dokumen rencana di Kota Bandung. Evaluasi terhadap dokumen rencana diperlukan untuk memastikan bahwa penerapan konsep branding kota dilakukan secara terstruktur dan bukan hanya gagasan yang terfragmentasi. Evaluasi dilakukan dengan content analysis terhadap 34 dokumen rencana yang diterbitkan Pemerintah Kota Bandung dan Pemerintah Provinsi Jawa Barat. Hasilnya menunjukkan bahwa kata kunci brand dan branding kota yang ditemukan berkaitan dengan konteks tata kelola perkotaan dan pemasaran program pariwisata. Konteks pengembangan tematik yang ada di RDTR dan menjadi identitas dalam perencanaan ruang kota tidak secara konsisten ditemukan di dalam dokumen rencana Kota Bandung. Di sisi lain, konteks brand dan branding kota yang ditemukan pada dokumen bersifat sebagai kondisi yang perlu dipertimbangkan dalam merumuskan strategi pembangunan serta tidak menunjukkan citra dan identitas yang spesifik. Dapat disimpulkan bahwa meskipun Kota Bandung terindikasi telah mempraktikkan konsep branding kota, tetapi penerapannya belum dilakukan secara terstruktur dan terintegrasi dalam kerangka perencanaan.

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