Strategi Komunikasi City Branding Pemerintah Kota Padang Pada Fase Awal Konsolidasi Road To Gastronomy City

Rina, Wahyuni (2026) Strategi Komunikasi City Branding Pemerintah Kota Padang Pada Fase Awal Konsolidasi Road To Gastronomy City. S2 thesis, Universitas Andalas.

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Abstract

This study analyzes Padang City Government's city branding communication strategy during the early consolidation phase of Road to Gastronomy City, using Kavaratzis's (2004) City Image Communication Theory as the analytical framework. More specifically, the study addresses two dimensions: first, the grounds and considerations underlying the selection of gastronomy as the city's branding identity; and second, how that communication strategy was formulated, executed, and consolidated in practice. Originally developed from Western European cases with established brand identities, the model is applied here to a developing-country city actively building its gastronomy identity, a structurally distinct context not fully anticipated by the original framework. A qualitative case study was conducted within a constructivist paradigm, involving nine informants across government, media, and culinary community sectors. Data were collected via in-depth interviews, field observation, and documentation, between July 2025 and April 2026.Gastronomy was selected as the city's brand identity through the convergence of four dimensions: deeply embedded symbolic capital, a layered cultural-historical ecosystem, a differentiation opportunity given that no Indonesian city has achieved UNESCO Creative Cities Network gastronomy designation, and a verifiable economic foundation. Six strategic communication dimensions, mapped through Kavaratzis's framework, reveal pronounced interlayer developmental asymmetry. Primary communication is most advanced; secondary communication is coherent but structurally fragile; tertiary communication remains least developed, as the general public has yet to internalize gastronomy as a city identity marker. Three conceptual contributions emerge. First, formal bureaucratic legitimacy constitutes an undertheorized sub-dimension of primary communication absent from the original model. Second, an Interlayer Asymmetry Analytical Framework with two propositions extends the model's applicability to early-phase city branding consolidation. Third, actor collaboration governance functions not as a parallel strategic dimension but as a structural mediating condition that simultaneously determines the developmental pace of all three communication layers.

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