Traditional Sport, Indigenous heritage, and tourism branding: Jemparingan in Madura Indonesia
Yuliana Rakhmawati1, Zandan Chanana2, Diah Indiyati3, Qoniah Nur Wijayani4, Prasetyono5

1,2,4,, Communication Department, Universitas Trunojoyo Madura- 3 Communication Department Universitas Mataram- 5 Economic and Business Faculty Universitas Trunojoyo Madura

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, after its successful bid to introduce as traditional sport, Jemparingan is branded as a sport tourism destination in Madura. The promotional multimodal 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 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. 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

Keywords: brand, sport tourism, heritage, message design logics

Topic: Other Social Sciences and Humanities