Penta-helix collaboration in West Sumatra's 'Taste of Padang' branding strategy
Abstract views: 43
,
PDF downloads: 23
Abstract
The "Taste of Padang" polemic serves as an important case study to understand the formation of effective communication between cross-cultural workgroups. This polemic raises the research question, how is the stakeholder communication process in the creation of 'Taste of Padang' as a brand destination for West Sumatra? This research aims to examine the communication process of tourism and creative economy policies (Parekraf) related to ‘Taste of Padang’ as a destination brand for the province of West Sumatra. This research used a case study method, focusing on the communication processes in creating ‘Taste of Padang’. This research delves into information through in-depth interviews with stakeholders from the penta-helix, including the government, academic, business, community, and media sectors. The main results of this study show that the Effective Intercultural Group Communicator Theory (EIWCT) can lead to a good penta-helix communication process when used with a design thinking approach. The establishment of ‘Taste of Padang’ as the destination branding for West Sumatra was decided by consensus to achieve equal participation among the penta-helix, although it did not reach the ideal definition. The government, as the leading sector of the penta-helix, needs to effectively manage cooperative conflict in addressing the controversy regarding the ‘Taste of Padang’ by prioritising open dialogue and collaboration among stakeholders.
References
Adamus-Matuszyńska, A., Dzik, P., Michnik, J., & Polok, G. (2021). Visual Component of Destination Brands as a Tool for Communicating Sustainable Tourism Offers. Sustainability. https://doi.org/10.3390/su13020731
Adona, F., Yusnani, Y., & Nita, S. (2018). Are Padang City Branding Shaping Audience Consciousness: an Semiotics Analysis of Three Padang City Branding. Scientific Journal of Linguistics, Literature and Language Education, 7(2). https://doi.org/10.30630/polingua.v7i2.73
Aji, R. R., & Faniza, V. (2023). Stakeholder Analysis on PAL 16 Tourism Development in Cikole Village. Jurnal Kepariwisataan, 7(2), 234–244. https://doi.org/https://doi.org/10.34013/jk.v7i2.1242
Asshagab, S. M. (2024). Smart Branding Award: Assessing Digital Brand Awareness and Image of the Recipients. Jurnal Kepariwisataan Indonesia: Jurnal Penelitian Dan Pengembangan Kepariwisataan Indonesia, 18(1 SE-Articles), 95–116. https://doi.org/10.47608/jki.v18i12024.95-116
Azzahrani, M. (2018). Strategi Komunikasi Pemasaran Kementerian Pariwisata Indonesia dalam Pesona Indonesia melalui Youtube. Jurnal Manajemen Komunikasi, 2(2). Retrieved from http://download.garuda.kemdikbud.go.id/article.php?article=1061335&val=15903&title=STRATEGI KOMUNIKASI PEMASARAN KEMENTERIAN PARIWISATA INDONESIA DALAM PESONA INDONESIA MELALUI YOUTUBE
Brown, T. (2008). Design Thinking. Harvard Business Review, (86), 84–92. Retrieved from https://www.researchgate.net/publication/5248069_Deign_Thinking
Bulearca, M., & Bulearca, S. (2011). Romania branding campaign – an IMC perspective. INTERNATIONAJOURNAL OF BUSINESS, MANAGEMENT AND SOCIAL SCIENCES, 2(3), 35–58.
Costa, R. (2019). the Design Thinking Process for Better UX Design. Retrieved from justinmind.com/blog/design-thinking-process-ux-design/
Dam, R. F. (2024). The 5 Stages in the Design Thinking Process. Retrieved from https://www.interaction-design.org/literature/article/5-stages-in-the-design-thinking-process
dispar.sumbarprov.go.id. (2021). Download Logo. Retrieved from https://dispar.sumbarprov.go.id/logo
Dzulyana, M. A., Irawan, E. P., & Saragih, N. (2019). Semiotic Analysis of the Message of Meaning on Pesona Indoneisa Advertisement of Pesona Indonesia 2017 Destination Version. International Journal of Innovative Science and Research Technology (IJISRT), 4(10), 476–484. Retrieved from https://ijisrt.com/assets/upload/files/IJISRT19OCT19231.pdf
Edrie, E. Y. (2021, March 23). Setelah 4 Tahun, Taste of Padang akan Diganti. Khazminang.Id. Retrieved from https://khazminang.id/setelah-4-tahun-taste-of-padang-akan-diganti
Gretzel, U., & Collier de Mendonça, M. (2019). Smart destination brands: semiotic analysis of visual and verbal signs. International Journal of Tourism Cities, ahead-of-p. https://doi.org/10.1108/IJTC-09-2019-0159
Hanggraito, A. A., Ratri, I. N., & Cardias, E. R. (2023). Synchronization of City Branding and Tourist Visit Interest using the Triple Helix Concept. Jurnal Kepariwisataan, 7(2), 220–233. https://doi.org/https://doi.org/10.34013/jk.v7i2.1359
Hiorns, B. (2023). How to Brand a City: The Secrets of Successful City Branding. Creativepool. Retrieved from https://creativepool.com/magazine/inspiration/how-to-brand-a-city-the-secrets-of-successful-city-branding.29122
Indonesia.travel.id. (n.d.). Mau Tahu Logo Wonderful Indonesia dan Cara Menggunakannya? Ini Panduannya. Retrieved from https://www.indonesia.travel/id/id/ide-liburan/mau-tahu-logo-wonderful-indonesia-dan-cara-menggunakannya-ini-panduannya.html
Kasapi, I., & Cela, A. (2017). Destination Branding: A Review of the City Branding Literature. Mediterranean Journal of Social Sciences, 8(4 SE-Articles), 129. Retrieved from https://www.richtmann.org/journal/index.php/mjss/article/view/10000
Kemenparekraf/Barekraf. (2020). Rencana Strategis Kementerian Pariwisata dan Ekonomi Kreatif/Badan Pariwisata dan Ekonomi Kreatif 2020-2024. Retrieved from https://api2.kemenparekraf.go.id/storage/app/resources/RENSTRA_opt_b6d790a042.pdf
Kementerian Pariwisata RI. (2016). Peraturan Menteri Pariwisata Dan Ekonomi Kreatif Nomor 14 Tahun 2016 tentang Pedoman Destinasi Pariwisata Berkelanjutan. Retrieved from https://peraturan.bpk.go.id/Details/171159/permenpar-no-14-tahun-2016
Littlejohn, S. (2007). Theories of Human Communication (p. 409).
Martinavichene, Y. (2018). The Use of Semiotics in Content Analysis: The Case of Belarusian Patriotic Advertising BT - Readings in Numanities. In O. Andreica & A. Olteanu (Eds.) (pp. 29–47). Cham: Springer International Publishing. https://doi.org/10.1007/978-3-319-66914-4_3
mentawaikita.com. (2017). Merek Wisata “Taste Of Padang” Bukan Untuk Mentawai. Mentawaikita.Com.
Murphy, L., Benckendorff, P., & Moscardo, G. (2007). Destination Brand Personality: Visitor Perceptions of a Regional Tourism Destination. Tourism Analysis, 12, 419–432. https://doi.org/10.3727/108354207783227948
Noronha, M. (2019). Semiotics in Destination Bramding by Selected Indian States: an Overview. Ijrar.Org, 6(1).
Outlook Pariwisata dan Ekonomi Kreatif Indonesia. (2022). Retrieved from https://kemenparekraf.go.id/pustaka/outlook-pariwisata-dan-ekonomi-kreatif-20212022
padangkita.com. (2017). No TitlePolemik “Taste of Padang”, Ini Penjelasan Sekjen Sumbar Kreatif. Pdangkita.Com.
Park, O., Cai, L. A., & Lehto, X. Y. (2009). Chapter 6 COLLABORATIVE DESTINATION BRANDING. In L. A. Cai, W. C. Gartner, & A. María Munar (Eds.), Tourism Branding: Communities in Action (Vol. 1, pp. 75–86). Emerald Group Publishing Limited. https://doi.org/10.1108/S2042-1443(2009)0000001008
Pogacar, R., Angle, J., Lowrey, T. M., Shrum, L. J., & Kardes, F. R. (2021). Is Nestlé a Lady? The Feminine Brand Name Advantage. Journal of Marketing, 85(6), 101–117. https://doi.org/10.1177/0022242921993060
Pratama, A. P., Purwanti, S., & Wibowo, S. E. (2018). Strategi Komunikasi Pemasaran Terpadu Dinas Pariwisata Kota Samarinda dalam Mempromosikan Sarung Tenun Samarinda. EJournal Llmu Komunikasi, 6(1).
Rachmah, Y. I. (2022, January 21). Branding gagal dari taste of Padang. Topsumbar.Co.Id. Retrieved from https://www.topsumbar.co.id/2022/01/branding-gagal-dari-taste-of-padang/
Rahmadi. (2021, March 23). Dinilai Terlalu Spesifik, Wagub Sumbar Ingin Rebranding Tagline Taste of Padang. Langgam.Id. Retrieved from https://langgam.id/dinilai-terlalu-spesifik-wagub-sumbar-ingin-rebranding-tagline-taste-of-padang/
Renanda, J. (2020). Destination Branding Through Semiotics Analysis of Video Wonderful Indonesia 2018 ‘The More You Feel, The More You Know.’ Kata Kita, 8(1). https://doi.org/DOI: https://doi.org/10.9744/katakita.8.1.64-78
Revi Marta, Ilham Havifi, & Fikri Adha Safril. (2022). Model Komunikasi City Branding Pariwisata Sumatera Barat Di Tengah Adaptasi Kebiasan Baru Pandemi Covid-19. Jurnal Niara, 15(1 SE-Articles), 112–124. https://doi.org/10.31849/niara.v15i1.5135
Rosardi, R. G. (2020). Model Pentahelix dalam Pengembangan Pariwisata Berkelanjutan di Kabupaten Batang, Jawa Tengah. RISTEK : Jurnal Riset, Inovasi Dan Teknologi Kabupaten Batang, 4(2), 7–17. https://doi.org/https://doi.org/10.55686/ristek.v4i2.74
Saimima, R. M. M., Zpalanzani, A., & Mutiaz, I. R. (2019). Pemetaan Industri Pariwisata Maluku Sebagai Landasan Perancangan Strategi Merek ‘Baronda Maluku.’ Jurnal Kajian Ilmiah, 19(1). https://doi.org/DOI: http://dx.doi.org/10.31599/jki.v19i1.372
Satria, F., & Fadillah, F. (2021). Konsep City Branding dan Identifikasi Nilai Lokal pada Kota-Kota Indonesia dalam Mendukung Nation Branding Indonesia. Jurnal Desain, 8(2), 147–158. https://doi.org/http://dx.doi.org/10.30998/jd.v8i2.8118
Subarkah, A. R., Rachman, J. B., & Akim. (2020). Destination Branding Indonesia Sebagai Destinasi Wisata Halal. Jurnal Kepariwisataan, 4(2), 84–97. https://doi.org/https://doi.org/10.34013/jk.v4i2.53
Temporal, P. (2022). Soft power and Nation Branding: Strategy & Structure. Brand Finance. Retrieved from https://brandfinance.com/insights/2022-soft-power-paul-temporal
Thamrin, & Hidayat, M. R. (2020). Analysis of the City Branding Process ‘Taste of Padang’ as the West Sumatera Tourism Destination Brand. In Proceedings of the 5th Padang International Conference On Economics Education, Economics, Business and Management, Accounting and Entrepreneurship (PICEEBA-5 2020). Atlantis Press. https://doi.org/10.2991/aebmr.k.201126.081
Vani, R. V., Priscilia, S. O., & Adianto, A. (2020). Model Pentahelix Dalam Mengembangkan Potensi Wisata di Kota Pekanbaru. PUBLIKAUMA: Jurnal Ilmu Administrasi Publik UMA, 8(1), 63–70. https://doi.org/10.31289/publika.v8i1.3361
Wahidah, I., & Suherman, D. (2022). Penta Helix Collaboration in Increasing Regional Tourism Competitiveness of Bandung City. Jurnal Manajemen Pelayanan Publik, 6(1), 14–29. https://doi.org/https://doi.org/10.24198/jmpp.v6i1
Wang, Q., & Zhang, D. (2019). Branding City Destinations. Chinese Semiotic Studies, 15, 379–410. https://doi.org/10.1515/css-2019-0022
Yuliawati, E. (2019). Mapping and Management of Stakeholder Relations in the Legislative Institutions of the Republic of Indonesia. International Journal of English Literature and Social Sciences, 4(4), 990–996. https://doi.org/10.22161/ijels.447
Copyright (c) 2025 Jurnal Studi Komunikasi
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Jurnal Studi Komunikasi is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
The authors agree to the terms of this Copyright Notice, which will apply to this submission if and when it is published by this journal (comments to the editor can be added below).
