Abstract:
The objective of this study is to analyze the strategies employed in the
creation of murals in Tanjung Pinang and to examine the involvement of the
Pentahelix model in these projects. This research is grounded in the Pentahelix
theory, which emphasizes the collaboration of five key stakeholder groups.
Participants in this study included representatives from Pokdarwis as the
government sector and leaders of MSMEs as the local community. Data were
gathered through one-on-one interviews, using protocols designed to investigate
perspectives on mural creation strategies, community engagement, cultural
preservation, tourism impacts, and stakeholder collaboration. This approach aims
to provide a comprehensive understanding of how mural art contributes to
destination branding in Tanjung Pinang, emphasizing in-depth insights and
contextual relevance. Secondary data were sourced from academic literature.
The study's findings reveal that the five categories of the Pentahelix
model; academia, business, community, government, and media—are crucial
factors that significantly influence the strategies for destination branding in Tanjung
Pinang. The results suggest that collaborative efforts among these stakeholders
enhance the effectiveness of destination branding initiatives. However, the study
acknowledges limitations and suggests that future research should further explore
the impact of other factors on the success of mural projects in promoting tourism
and cultural preservation in Tanjung Pinang.
