STRATEGI KOMUNIKASI PLACE BRANDING DESA BEDINGIN KECAMATAN SAMBIT KABUPATEN PONOROGO MELALUI TRADISI KENDURI BESAR BEDINGIN BUNGAH

Local traditions are one of the cultural assets that can be used as a communication strategy to create the image and identity of a region. Bedingin Village, located in Sambit District, Ponorogo Regency, has the Bedingin Bungah Grand Kenduri Tradition, which is held regularly every 1 Suro and has become a distinctive feature of the local community. The phenomenon shows that this tradition not only functions as a cultural and spiritual activity for the community but has also started to gain widespread recognition and attract visitors from outside the area. This study aims to find out how the Bedingin Bungah Grand Kenduri Tradition is used as a place branding strategy for Bedingin Village.. The theory applied in this study is the Hexagon developed by Simon Anholt with six elements, namely presence, place, potential, people, pulse, and pre-requisites. The approach used in this study is descriptive qualitative. Data collection was conducted through in-depth interviews, observation, and document collection. Informants in the study consisted of the village head, village officials, customary leaders, residents, as well as visitors from outside the village. The data analysis method included data reduction, data presentation, and drawing conclusions. The results of the study indicate that the Kenduri Besar Bedingin Bungah Tradition functions as a tool for place branding of Bedingin Village. The element of presence is clearly seen from the increasing recognition of the village through visits and social media platforms. Place is found in Lemah Gemplah and the unique characteristics of the village environment. Potential is evident from opportunities for cultural tourism and local economic development. People are demonstrated through the spirit of mutual cooperation, hospitality, and collaboration with students from the Indonesian Institute of Arts Surakarta. Pulse is reflected in the sacred atmosphere through sholawatan, the use of torches, and tumpeng. Pre-requisites indicate challenges in the regeneration of traditional practitioners, community involvement, and better utilization of digital media..
Keywords: The Great Kenduri Tradition of Bedingin Bungah, Place Branding, Bedingin Village, City Branding Hexagon, Local Culture.