Marketing Communication Strategy in Land Function Changing From Dolly Prostitution Area to Small Industry and Tourism Village in Surabaya, East Java Province

D. Candraningrum, Widayatmoko
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引用次数: 2

Abstract

The prostitution area of Gang (=small street) Dolly in the centre of Surabaya City (East Java Province, Indonesia) is a very popular place. It was claimed bigger than the same area at Geylang in Singapore and Phat Pong in Bangkok, Thailand. Suddenly in June 18, 2014, the Mayor of Surabaya City, Tri Rismaharini, closed down this localization. This was a big breakthrough which caused protest and complains. Presently, years after the prostitution activity disappeared, there is a positive new image of Gang Dolly. The negative reputation of Putat Jaya Region in Sawahan Subdistrict, Surabaya, where Gang Dolly was located, now it known as small industry and tourism village. Five years after the closing, there is a question: Has the negative image in this region really been lost and the new image of Gang Dolly has been embedded in the mind of people? By using the theory of marketing communication and brand image, this study aims to examine the extent of people who lived in surroundings Gang Dolly, and also the role of Surabaya government in order to create the new perspective in that area. This research method used descriptive qualitative research type, with an approach method are using case studies. As the result, there is a changing of brand image of Gang Dolly, from the prostitution area into the small industry and tourism village.
东爪哇省泗水市从多莉卖淫区到小工业旅游村土地功能转变的营销传播策略
位于泗水市(印度尼西亚东爪哇省)中心的Gang(=小街)Dolly卖淫区是一个非常受欢迎的地方。据称,它比新加坡的Geylang和泰国曼谷的Phat Pong的面积还要大。突然在2014年6月18日,泗水市市长Tri Rismaharini关闭了这个本地化项目。这是一个巨大的突破,引起了抗议和抱怨。如今,在卖淫活动消失多年后,Gang Dolly有了一个积极的新形象。刚多利所在的泗水沙瓦汉街道的布打查亚地区名声不好,现在它被称为小工业和旅游村。关闭五年后,有一个问题:这个地区的负面形象真的消失了吗,刚多莉的新形象已经在人们的脑海中扎根了吗?通过运用营销传播和品牌形象理论,本研究旨在研究居住在Gang Dolly周围的人们的程度,以及泗水政府的作用,以便在该地区创造新的视角。本研究方法采用描述性定性研究型,采用案例研究型的方法。因此,岗多莉的品牌形象发生了变化,从卖淫区变成了小工业和旅游村。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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