VILLAGE AND RURAL BRANDING: Strategies for Developing Distinctive Values in Rural Areas

Abstract

The development of geographical branding has made any place and space valuable if it is well communicated. This is no exception in the context of village and rural branding. Countries with rich villages and rural areas, such as Indonesia, should consider village and rural branding as a distinctive strategy in increasing the value of an area both economically, socially, culturally, and politically. Some research on village branding and a little on rural branding shows that there are complications and vagueness about the meaning of both. Moreover, the two terms' concepts are almost indistinguishable from other geographical branding concepts, such as place branding, city branding, destination branding, nation branding, or even tourism branding. Using self-reflectivity and in-depth literature review methods, this article clarifies the differences and similarities between the village and rural branding concepts. The seven strategic dimensions for developing village and rural distinctiveness are locality, rurality, spatiality, cultural identity, communality, naturalness, and homeliness. The difference between village branding and rural branding is related to the region's scope, the character of the space, and governmental administration.

PEMEREKAN DESA DAN PEDESAAN: Strategi untuk Mengembangkan Nilai-nilai Khas di Area Pedesaan

Berkembangnya geographical branding menjadikan tempat dan ruang apapun menjadi bernilai jika dikomunikasikan dengan baik. Tak terkecuali dalam konteks village dan rural branding. Negara-negara yang memiliki desa dan pedesaan yang kaya, seperti Indonesia, patut mempertimbangkan village dan rural branding sebagai strategi distingtif dalam meningkatkan nilai suatu wilayah baik secara ekonomis, sosial, budaya, dan politis. Beberapa riset tentang village branding dan sedikit tentang rural branding menunjukkan adanya komplikasi dan kompleksitas tentang makna keduanya. Bahkan, konsep kedua istilah itu hampir tak dapat dibedakan dengan konsep-konsep geographical branding lain seperti place branding, citybranding, destination branding, nation branding, atau bahkan tourism branding. Menggunakan metode self-reflectivity dan in-depth literature review, artikel ini mengklarifikasi perbedaan dan kesamaan konsep village dan rural branding, sehingga peneliti dapat mengidentifikasi yang mana yang paling tepat untuk menjadi kerangka teoretik riset mereka. Beberapa dimensi strategis untuk mengembangkan potensi kekhasan desa dan pedesaan adalah locality, rurality, spatiality, cultural identity, communality, naturalness, dan homeliness.  Perbedaan village branding dan rural branding terletak pada cakupan wilayah, karakter ruang, dan administrasi pemerintahan.

To cite this article (7th APA Style):

Wijaya, B. S. (2017). Village and Rural Branding: Strategies for Developing Distinctive Values in Rural Areas. Journal Communication Spectrum: Capturing New Perspectives in Communication, 7(2), 261-272. http://dx.doi.org/10.36782/jcs.v7i2.2125