Strengthening City Branding Through Investment in Ambarawa Urban Area, Semarang Regency

Abstract

City branding can shape an area’s positioning and marketing differentiation so that a city can build a clear identity and strong associations and instil positive attributes to compete with other cities, especially for tourism. The primary purpose of city branding is to increase tourists and foster a good perception of the area. Ambarawa Urban Area is part of strategic National Kedungsepur (province) for social and cultural focus. The development of this area aims to create a historical city area that becomes the centre of tourism development. Tourism development also requires support from investors. Investment is important because it can also provide social benefits to the community. Therefore, this article aims to determine investment locations to strengthen the city branding of the Ambarawa Urban Area. The data used in this research are secondary and primary. Secondary data includes land value, road network, land use, and hazard map. The validation of land use data and road networks is carried out using the ground check. The variables used in the analysis are land value, ease of accessibility, and availability of land that can be developed for construction. The analysis techniques used are kernel density and overlay mapping such a conservation area, limited development land and tourism location. The processing map using Geographic Information System (GIS) mapping software. This research resulted in investment locations in several villages, such as Baran, Kupang, Lodoyong, Ngampin, Panjang and Tambakboyo with a total area of 19.14 hectares. The largest investment location can be allocated in Panjang Village which has an area of 9.79 hectares and is spread across two locations.