Place Branding Establishment of Purwakarta Regency in Developing Tourism Destination Based on Local Wisdom

Abstract

Development based on the philosophical value of local wisdom has become a trend for some regional leaders in the modern era. Purwakarta Regency, in the building process of public facilities and infrastructures, uses local wisdom, based on the integration of Sundanese philosophy and Balinese Hindu culture. The development based on local wisdom ??has made Purwakarta Regency as one of the new tourist destinations in West Java Province. It is a bonus from the success of the Purwakarta Regency government in integrating culture into its development process. This article explores the implementation of Place Branding of Purwakarta Regency by incorporating local wisdom into its development program. The method in this research uses a single case study with a qualitative approach. As research subjects, the informants are purposively sampled, and they are the staff of the technical service unit office in Purwakarta Regency government. Data collection techniques exercised through observation, interviews, FGD, and literature studies. The results show that Purwakarta Regency became one of the tourist attractions in West Java, that maintains and implements Sundanese cultural elements in governance, public service systems, and in the construction of public facilities and infrastructure without ignoring modern science and technology. It is concluded that local wisdom will provide added value and cultural identity for a particular region if the government and community make it a priority in the regional development process.