Branding of North Sulawesi tourism through the hexagon of competitive identity

  • Alfred Pieter Menayang Master’s Degree of Communication Science, Bunda Mulia University
  • Rustono Farady Marta Master’s Degree of Communication Science, Bunda Mulia University
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Keywords: tourism branding, competitive identity, government marketing, integrated marketing communication, outcome measurement


This research was motivated by the disappointment of the North Sulawesi Provincial Government, and its people because none of the tourism destinations in the area was included in the list. Phenomenally, North Sulawesi Province in 2018 was named as the Province with best tourism performance in Indonesia, and in middle of 2019, the Likupang Tourism Special Economic Zone in North Sulawesi was designated as one of the five Super Priority Tourism Destinations. This study used the constructivist paradigm with qualitative research methodology aimed to analyse the success of a local government in tourism branding. The theoretical framework of Nation Brand Hexagon was adopted to the provincial level, i.e., the hexagon of competitive identity was used as the parameter to evaluate the outcomes of Branding North Sulawesi Tourism. The core finding of this study was the intertwining of three factors to support the success of North Sulawesi tourism branding, namely: lobbying to the central government, multi-stakeholder involvement management, and integrated marketing communication. This study aimed to understand the importance of Government Marketing for branding North Sulawesi Tourism through the Hexagon of Competitive Identity, namely: governance, investment and immigration, tourism, exports, culture and heritage, and people. From these findings, it can be concluded that the North Sulawesi Provincial Government has performed optimally and simultaneously the hexagon of competitive identity needed in branding its tourism destination, in doing its roles as a lobbyist, as a marketer, and as Catalyst of North Sulawesi Tourism Branding.

Author Biographies

Alfred Pieter Menayang, Master’s Degree of Communication Science, Bunda Mulia University

Obtained "Insinyur" from Civil Engineering Dept.- Bandung Institute of Technology (ITB); "Magister Management" from University of Indonesia; and "Doktor Ilmu Komunikasi" from Sahid University. Known as "Freddy", has hands-on experiences in public relations and corporate communications from his 32-year career in three multi-national corporations. Since early 2015, started lecturing for post-graduate classes in LSPR and in UBM. Currently active in competency certification as BNSP assessor; and in Public Relations training and development as BPP PERHUMAS member. Also provides consultancy services on Government Relations and Business Development to a MNC.

Rustono Farady Marta, Master’s Degree of Communication Science, Bunda Mulia University

Dr. Rustono Farady Marta, S.Sos., M.Med.Kom. (蔡益安) or familiarly called "Frad". Obtained his bachelor degree in Communication Science at Universitas 17 Agustus 1945 Surabaya, then completed his Master's Degree in Post-Graduate Program of Media & Communication at Universitas Airlangga. Achievements in the field of research have been engraved when won the Best III at the Indonesia Media Research Awards and Summit (IMRAS) in 2014 (social media category) and the year 2015 (online media category). In 2016 received a Research Lecturer Scholarship from Tempo Institute, while 2017 awarded for National Research Grant for Dissertation by Ministry of Research, Technology and Higher Education Republic of Indonesia. To complete the study of Doctoral degree in Communication Sciences at Universitas Indonesia. Recently he was chosen as the top 10 winners of the best research proposal competition by the National Corruption Eradication Commission in 2018. The specialties of Frad are the identity studies and communication media sciences. Besides lecturing at University of Bunda Mulia, He was also entrusted as an assistant professor at the Faculty of Psychology at Atma Jaya Catholic University of Indonesia and focus in development of scientific journal by choosen as Senior Advisor of Indonesian Communication Science Journal Publishers Association (APJIKI).


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