FACTORS OF PLACE BRANDING IN TELUK WONDAMA REGENCY AS THE CITY OF PAPUAN CIVILIZATION: AN ANALYSIS BASED ON ANHOLT'S BRAND HEXAGON MODEL

Abstract

ABSTRACT

This study aims to identify factors influencing the formation of place branding in Teluk Wondama Regency as the “City of Papuan Civilization”. A qualitative approach with thematic analysis supported by NVivo 12 was employed. Data were collected through in-depth interviews with 18 purposively selected informants, field observations, and documentation analysis. The findings are interpreted using Anholt's Brand Hexagon Model (2007), encompassing six dimensions: Presence, People, Place, Pulse, Potential, and Prerequisites. Results reveal an asymmetric branding profile: Presence and People are the strongest dimensions, grounded in the historical legitimacy of modern Papuan education at Aitumieri (1925) and the cohesive, inclusive character of local communities. Pulse and Place exhibit moderate strength through periodic cultural celebrations and rich symbolic heritage spaces. Conversely, Potential and Prerequisites remain the weakest dimensions due to infrastructure limitations, accessibility constraints, and the absence of formalized branding policies. This asymmetry confirms that symbolic branding strength has not been fully converted into measurable economic capacity. This imbalance challenges the Brand Hexagon Model's implicit assumption that brand dimensions develop in relative equilibrium, suggesting that heritage-driven, organically grown brands may instead follow a structurally uneven developmental path. The study offers empirical insights into the Brand Hexagon Model's relevance in heritage-based informal place branding in Eastern Indonesia, a context previously underrepresented in place branding literature. Strategic recommendations include institutionalizing Pulse and Place dimensions while progressively strengthening Potential and Prerequisites through concrete policies.

Keywords: Brand Hexagon; City of Civilization; place branding; Papua; Teluk Wondama; heritage branding; regional identity.

ABSTRAK

Penelitian ini bertujuan mengidentifikasi faktor-faktor yang mempengaruhi terbentuknya place branding Kabupaten Teluk Wondama sebagai "Kota Peradaban Orang Papua." Pendekatan kualitatif dengan analisis tematik berbantuan NVivo 12 diterapkan dalam penelitian ini. Data dikumpulkan melalui wawancara mendalam terhadap 18 narasumber yang dipilih secara purposive, observasi lapangan, dan analisis dokumentasi. Temuan diinterpretasi menggunakan kerangka Model Brand Hexagon Anholt (2007) yang mencakup enam dimensi: Presence, People, Place, Pulse, Potential, dan Prerequisites. Hasil menunjukkan profil branding yang asimetris: dimensi Presence dan People merupakan kekuatan utama, bersumber dari legitimasi sejarah masuknya pendidikan modern di Aitumieri (1925) dan karakter masyarakat yang kohesif serta inklusif. Dimensi Pulse dan Place menunjukkan kekuatan moderat melalui perayaan budaya periodik dan ruang simbolik kawasan bersejarah. Sebaliknya, dimensi Potential dan Prerequisites menjadi titik lemah akibat keterbatasan infrastruktur, aksesibilitas, dan formalisasi kebijakan branding. Ketidakseimbangan ini mengonfirmasi bahwa kekuatan simbolik branding belum sepenuhnya terkonversi menjadi kapasitas ekonomi yang terukur. Ketidakseimbangan ini juga menantang asumsi implisit Model Brand Hexagon bahwa keenam dimensi berkembang secara setara. Penelitian ini memberikan wawasan empiris terhadap relevansi Model Brand Hexagon dalam konteks place branding informal berbasis sejarah di wilayah timur Indonesia.

Kata kunci: Brand Hexagon; Kota Peradaban; place branding; Papua; Teluk Wondama.