Vernacular branding: sustaining city identity through vernacular architecture of indigenous villages

This qualitative research explores the intricate relationship between city branding and vernacular architecture within the context of indigenous villages, focusing on sustaining city identity. Leveraging data from various tourism sources, traveler blogs, and big social media data, the study identifies the most sought-after indigenous village destinations and corroborates visitor experiences. In-depth interviews further enrich and verify the collected data, incorporating research from 19 indigenous villages across Indonesia, with a specific focus on two case studies: Indigenous villages Trusmi in Cirebon, West Java, and Kajang in Makassar, South Sulawesi, Indonesia. The research uncovers a novel substantive theory in city branding, highlighting the profound connection between vernacular architecture and the perception of a city's identity. Indigenous villages, renowned for their rich cultural heritage, offer a unique lens through which to examine this symbiotic relationship. By reviewing the architectural elements of these villages and understanding how they contribute to the city's overall image, this study sheds light on innovative approaches to city branding. One of the significant findings of this research is the development of the "vernacular branding" theory, which elucidates how indigenous vernacular architecture plays a pivotal role in shaping a city's brand identity. Through an interdisciplinary lens that merges architecture, tourism, and cultural preservation, this research informs urban planners, policymakers, and city marketers about the potential of incorporating vernacular architecture as a cornerstone of city branding strategies. The findings the importance of nurturing indigenous villages as authentic cultural assets that sustain their identity and contribute significantly to the broader narrative of urban branding and city development.