City Branding through Cultural Experiences: Analysis of Branding Strategies in the 2024 Solo International Performing Arts Festival

Andryanto Perdana Putra, Prahastiwi Utari, Eka Nada Shofa Alkhajar

Abstract


This study aims to analyze the city branding strategy implemented through the Solo International Performing Arts (SIPA) 2024 Festival as part of efforts to shape the image of Surakarta City as a center of arts and culture. The festival serves as an important medium for expressing local cultural identity while establishing global communication through cross-border artistic performances. This study employs a qualitative approach using a case study method, which includes participatory observation, in-depth interviews with organizers, artists, and visitors, as well as analysis of visual documentation and festival promotional materials. The findings reveal that SIPA 2024 is not merely an arts performance event but is also utilized as an effective city branding strategy through three key aspects: cultural narrative, cultural tourism experiences, and the creation of inclusive public interaction spaces. The festival successfully reinforces Surakarta's image as an open, creative, and globally recognized cultural city. These findings underscore the importance of cultural events as strategic communication tools in city branding based on local wisdom and community participation.


Keywords


city branding, city image, cultural festival, SIPA 2024, cultural experience, communication strategy

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DOI: http://dx.doi.org/10.52155/ijpsat.v56.1.7875

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