Main Article Content


Building a Tourism Village for Kampung Cabe in Kabasiran Village, is a community initiative that grows from their concern for enhancing economic welfare. However, its existence in the past two years has not had a significant effect. There are still many people who do not know Kampung Cabe and are influenced by the image of Kabasiran Village which is associated with poverty. This study aims to formulate strategy for Kampung Cabe to build strong place branding. This research is using a qualitative method with exploratory approach. Data collected by observation, interviews, questionnaires and study literature. The result  is to build a strong place branding for Kampung Cabe, there are three steps namely redefining the identity of the values and products that would be conveyed, increase community participation in developing place branding and build pentahelix partnership between government, society, acedemics, business, and media.


branding place branding village tourism

Article Details

How to Cite
Hapsari, A., & Nani, N. (2021). Building Place Branding of Kampung Cabe with Community at Desa Kabasiran Parung Panjang. Kontigensi : Jurnal Ilmiah Manajemen, 9(2), 531-539.


  1. Almeyda-Ibáñez, M., & George, B. P. (2017). The evolution of destination branding: A review of branding literature in tourism. Journal of Tourism, Heritage & Services …. Retrieved from
  2. Almeyda-ibáñez, M., George, B. P., Tourism, J., Marketing, S., & Almeyda-ibáñez, M. (1947). The evolution of destination branding : A review of branding literature in tourism The evolution of destination branding : A review of branding literature in tourism.
  3. Anholt, S. (2005). Some important distinctions in place branding. Retrieved from
  4. Dzenovska, D. (2005). Remaking the nation of Latvia: Anthropological perspectives on nation branding. Place Branding. Retrieved from
  5. Endziņa, I., & Luņeva, L. (2004). Development of a national branding strategy: The case of Latvia. Place Branding. Retrieved from
  6. Freire, J. R. (2009). ’Local People’a critical dimension for place brands. Journal of Brand Management. Retrieved from
  7. Fuadillah, N. (Universitas N. S. (2018). Pengaruh Place Branding, Promosi, dan Atribut Produk Wisata Terhadap Keputusan Berkunjung Melalui Citra Destinasi Sebagai Variabel Intervening Pada Destinasi Wisata Pantai Teluk Penyu Kabupaten Cilacap. Management Analysis Journal, 7.
  8. Hanna, S., & Rowley, J. (2017). Do Places Have a Personality?: A Perspective from Place Branding. … Place Branding Methodologies and Theory for …. Retrieved from
  9. Hapsari, A., & Mutawali, M. (2019). Analisis SWOT Sebagai Perencanaan Desa Wisata Edukasi Agrikultur Cabe Dengan Pendekatan Konsep Pariwisata Berbasis Masyarakat di Desa Kabasiran, Parung Panjang, Kabupaten Bogor. Jurnal Pemasaran Kompetitif, 3(1), 15.
  10. Hardianto, W. T., Sumartono, MR.Khairul Muluk, & Wijaya, A. F. (2017). Tourism Investment Services in Batu City With Penta Helix Perspective. International Journal of Management and Administrative Sciences (IJMAS), 5(05), 17–22.
  11. Hudson, S., Cárdenas, D., Meng, F., & Thal, K. (2017). Building a place brand from the bottom up: A case study from the United States. Journal of Vacation Marketing, 23(4), 365–377.
  12. Irvine, W., & Anderson, A. R. (2013). The impacts of foot and mouth disease on a peripheral tourism area: The role and effect of crisis management. Tourism Crises: Management Responses and Theoretical Insight, (March), 47–60.
  13. Ivani, S. Z. N. (2015). Pengaruh City Branding " Enjoy Jakarta " Terhadap Citra Kota Dan Keputusan Berkunjung Youth Traveler Ke Jakarta Jurusan Manajemen. Manajemen, Jurusan Ekonomi, Fakultas Bisnis, D A N Syarif, U I N Jakarta, Hidayatullah, (1), 1–140.
  14. Kavaratzis, M., & Hatch, M. J. (2013). The dynamics of place brands: An identity-based approach to place branding theory. Marketing Theory. Retrieved from
  15. Novianti, K. R. (2020). The Penta-helix: A sustainable tourism strategy of Bali’s villages. Jurnal Inovasi Ekonomi, 5(03), 125.
  16. Osei, C., & Gbadamosi, A. (2011). Re-branding Africa. Marketing Intelligence & Planning. Retrieved from
  17. Ramadhan, A. H., Suharyono, & Kumadji, S. (2015). Pengaruh City Branding Terhadap Minat Berkunjung Serta Dampaknya Pada Keputusan Berkunjung (Survei pada Wisatawan Kota Surabaya 2015). Jurnal Administrasi Bisnis (JAB), 28(1), 1–7. Retrieved from
  18. Sukmaraga, Ayyub. Nirwana, A. (2016). City Branding : Sebuah Tinjauan Metodologis Dengan Pendekatan Elaboratif, Praktis dan Ilmiah. Journal of Art, Design, Art Education & Culture Studies, 1, 1–19.
  19. Tiana, Dede; Yusuf, A. (Universitas S. (2018). Pengaruh Place Branding Dan Citra Terhadap Keputusan Mengunjungi Destinasi Wisata Taman Sri Baduga Kabupaten Purwakarta. Value : Journal of Management and Business, 8, 352–360. Retrieved from
  20. Tonkovic, A. M., Veckie, E., & Veckie, V. W. (2015). Aplications Of Penta Helix Model In Economic Development. Economy of Eastern Croatia Yesterday, Today, Tommorow, 4, 385–393. Retrieved from
  21. Viosca, R. C., Bergiel, B. J., & Balsmeier, P. (2004). Effects of the electronic Nigerian money fraud on the brand equity of Nigeria and Africa. Management Research News, 27(6), 11–20.
  22. Wibawanto, S. (2015). Pendekatan konseptual place marketing dan place branding dalam destination branding. Fokus Bisnis: Media Pengkajian …. Retrieved from
  23. Yusuf, Abdul; Sulaeman, E. (2014). Pengaruh Atribut Produk Wisata Terhadap Place Branding Dan Implikasinya Terhadap Keputusan Mengunjungi Destinasi Wisata Pantai. Jurnal Ilmiah Solusi, 1(1), 87–94.