ABSTRACT

This study evaluated the branding of a slum project as a social marketing initiative to transform the Jodipan slum area into a tourism village in the city of Malang. An action–evaluation research project was conducted through the combination of the marketing and planning oriented approaches by the communications department at a major public university in Indonesia between June 2016 and October 2017. The study employed a case study supported by qualitative data from primary and secondary sources, including social media text mining analysis. Moreover, an evaluation survey was conducted using proportionally random sampling from 650 slum dwellers to assess the impacts of the project in terms of the general welfare of the community. The transformation of the slum area into a new tourist destination was found to have been successfully implemented through the combined marketing and planning-oriented community social marketing project. The tourist destination produced was also observed to have a good impact on environmental sustainability and economic value for the local community. Jodipan branding project is unique as observed in its ability to transform an unhealthy settlement into a healthy settlement. Theoretically, it has contributed to new knowledge on slum upgrading in urban studies, especially with the focus on the successful improvement of the physical, social, and economic conditions of the area. This research further contributed to a new understanding and novelty of knowledge on the ability of place branding, as a social marketing strategy, to change the behavior of slum dwellers. However, this research has limitations in exploring the local government’s response to the project, therefore, future studies need to clarify issues relating to local policies and official budgets for its sustainability.

摘要

本研究评估了一个贫民窟项目的品牌推广，作为一项社会营销计划，旨在将 Jodipan 贫民窟地区转变为玛琅市的旅游村。2016 年 6 月至 2017 年 10 月，印度尼西亚一所主要公立大学的传播系通过结合营销和规划导向的方法进行了一项行动评估研究项目。该研究采用了一个案例研究，该案例研究得到了小学和中学的定性数据的支持。来源，包括社交媒体文本挖掘分析。此外，还对 650 名贫民窟居民进行了按比例随机抽样的评估调查，以评估项目对社区总体福利的影响。通过结合营销与规划导向的社区社会营销项目，发现贫民区向新的旅游目的地的转变已成功实施。还观察到所生产的旅游目的地对当地社区的环境可持续性和经济价值产生了良好的影响。Jodipan 品牌项目的独特之处在于它能够将不健康的定居点转变为健康的定居点。从理论上讲，它为城市研究中关于贫民窟改造的新知识做出了贡献，特别是关注成功改善该地区的物质、社会和经济条件。这项研究进一步促进了对地方品牌作为一种社会营销策略的能力的新理解和知识的新颖性，改变贫民窟居民的行为。然而，这项研究在探索地方政府对项目的反应方面存在局限性，因此，未来的研究需要澄清与地方政策和官方预算相关的问题，以实现其可持续性。