Proceedings of the 4th Borobudur International Symposium on Science and Technology 2022 (BIS-STE 2022)

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Traditional Sport, Indigenous Heritage, and Tourism Branding: Jemparingan PERPATRI in Madura, Indonesia

Authors
Yuliana Rakhmawati1, *, Zandan Chanana1, Qoniah Nur Wijayani1, Diah Indiyati2, Evi Novianti3
1Communication Department, Universitas Trunojoyo Madura, Madura, Indonesia
2Communication Department, Universitas Mataram, Mataram, Indonesia
3Sustainable Tourism, Graduate school, Universitas Padjadjaran, Bandung, Indonesia
*Corresponding author. Email: yuliana.r@trunojoyo.ac.id
Corresponding Author
Yuliana Rakhmawati
Available Online 9 November 2023.
DOI
10.2991/978-94-6463-284-2_75How to use a DOI?
Keywords
Brand; Sport Tourism; Heritage; Message Design Logics
Abstract

As a form of cultural artifacts, jemparingan brings local values and virtues that need to be preserved. This article focuses on the ways in which PERPATRI as traditional archery association, after its successful bid to introduce as traditional sport, Jemparingan is branded as a sport tourism destination in Madura. Systematic literature review is used to put relevant argument toward Jemparingan oscilating between tradition-driven heritage and the remarkably transformed brand sport tourism of Madura. The dynamics of strategic use of symbolic and markers that construct Jemparingan as a distinctive brand tourism is analysed from a constructivism perspective focusing on message design logic. The results show that multimodal promotional that conducted to build the sport brand tourism identity has already released to launch Jemparingan both as preservative cultural heritage and tourism brand version. The research has implications for tourism stakeholders in traditional sports branding initiation as well as for related parties developing destination branding policy briefs.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 4th Borobudur International Symposium on Science and Technology 2022 (BIS-STE 2022)
Series
Advances in Engineering Research
Publication Date
9 November 2023
ISBN
978-94-6463-284-2
ISSN
2352-5401
DOI
10.2991/978-94-6463-284-2_75How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Yuliana Rakhmawati
AU  - Zandan Chanana
AU  - Qoniah Nur Wijayani
AU  - Diah Indiyati
AU  - Evi Novianti
PY  - 2023
DA  - 2023/11/09
TI  - Traditional Sport, Indigenous Heritage, and Tourism Branding: Jemparingan PERPATRI in Madura, Indonesia
BT  - Proceedings of the 4th Borobudur International Symposium on Science and Technology 2022 (BIS-STE 2022)
PB  - Atlantis Press
SP  - 706
EP  - 713
SN  - 2352-5401
UR  - https://doi.org/10.2991/978-94-6463-284-2_75
DO  - 10.2991/978-94-6463-284-2_75
ID  - Rakhmawati2023
ER  -