Cultural Festivals in Borneo’s Tails: A Tourism Potential as City Branding in Sambas
Keywords:
Cultural Festival, City Branding, Sambas Regency
Abstract
Sambas possesses significant potential for developing its natural resources into tourism assets, supporting local city branding initiatives. Efforts to promote Sambas as a tourist destination have included hosting culturally-rooted festivals, which stimulate the local economy by attracting visitors and creating business opportunities for residents. This study aims to assess Sambas Regency's tourism scope by identifying tourism areas in West Kalimantan, using a qualitative-descriptive approach. This approach focuses on the cultural festivals in Sambas Regency, which hold considerable tourism potential. The findings reveal that although various efforts have been made to promote Sambas, practical challenges persist. Visitor motivation can be enhanced by addressing factors such as festival cleanliness, food variety, beach conditions, and event program content. Despite these initiatives, most festival attendees are locals from West Kalimantan, with limited foreign tourist engagement. This study highlights both the progress and areas needing improvement in promoting Sambas as a unique cultural tourism destination.
References
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Santoso, I. B. (2020). City Branding Strategy Through Performing Arts (Urgency Of Cultural Festivals In Solo City). International Journal of Modern Trends in Social Sciences, 3(13), 58–65. https://doi.org/10.35631/IJMTSS.313006
Satria, D., & Erlando, A. (2018). Ekonomi Festival. UB Press.
Sihombing, U. (2021). Competence Development Planning of Human Resources with International Tourism Standards for Improving the Welfare of the Badung Regency Community. Jurnal Bina Praja, 13(3), 459–470. https://doi.org/10.21787/jbp.13.2021.459-470
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Woosnam, K. M., & Aleshinloye, K. D. (2018). Residents’ Emotional Solidarity with Tourists: Explaining Perceived Impacts of a Cultural Heritage Festival. Journal of Hospitality & Tourism Research, 42(4), 587–605. https://doi.org/10.1177/1096348015584440
Yang, W., & Lin, Y. (2020). The Water Culture Sports Tourism Creation Strategy of the Unique Geographical Environment of the Minjiang River. Journal of Coastal Research, 104(sp1). https://doi.org/10.2112/JCR-SI104-129.1
Yusriadi. (2017). Identitas Orang Melayu di Hulu Sungai Sambas. IAIN Pontianak Press.
Zinaida, R. S. (2022). Konstruksi Identitas Kota Sungai. Media Sains Indonesia.
Akbar, P. N. G. (2022). Can grassroots festivals serve as catalysts to connect and empower youth in urban informal settlements? A case study of art festivals in Indonesian kampungs. International Journal of Tourism Cities, 8(1), 168–186. https://doi.org/10.1108/IJTC-12-2020-0286
Aristono, T., Sugiyanto, & Syaifullah, R. (2021). The Representation of the City Branding of “Kampung Pesilat Indonesia” As Sports Tourism in the Madiun Regency. International Journal of Social Sciences and Humanities Invention, 8(09), 6534–6541. https://doi.org/10.18535/ijsshi/v8i09.01
Ascione, E., & Fink, C. (2021). Italian sagre: Preserving and re-inventing cultural heritage and community through food festivals in Umbria, Italy. Food, Culture & Society, 24(2), 291–308. https://doi.org/10.1080/15528014.2021.1873037
Blichfeldt, B. S., & Halkier, H. (2014). Mussels, Tourism and Community Development: A Case Study of Place Branding Through Food Festivals in Rural North Jutland, Denmark. European Planning Studies, 22(8), 1587–1603. https://doi.org/10.1080/09654313.2013.784594
Borowiecki, K. J., & Castiglione, C. (2014). Cultural Participation and Tourism Flows: An Empirical Investigation of Italian Provinces. Tourism Economics, 20(2), 241–262. https://doi.org/10.5367/te.2013.0278
Branko, I. (2022). Vjosa River Valley; Strategies for Sustainable Tourism. In A. Versaci, H. Bougdah, N. Akagawa, & N. Cavalagli (Eds.), Conservation of Architectural Heritage (pp. 331–343). Springer International Publishing. https://doi.org/10.1007/978-3-030-74482-3_26
Cudny, W. (2019). City Branding and Promotion: The Strategic Approach. Routledge. https://doi.org/10.4324/9781351041942
Finkel, R., & Platt, L. (2020). Cultural festivals and the city. Geography Compass, 14(9). https://doi.org/10.1111/gec3.12498
Hassen, I., & Giovanardi, M. (2018). The difference of ‘being diverse’: City branding and multiculturalism in the ‘Leicester Model.’ Cities, 80, 45–52. https://doi.org/10.1016/j.cities.2017.06.019
Huda, S. (2022). Desa Berbisnis. Pandiva Buku.
Imron, M. (2015). Meretas Jalan Meningkatkan Pendapatan Asli Daerah (PAD) Melalui Desa Wisata Panglipuran Bali. Jurnal Bina Praja, 07(04), 279–288. https://doi.org/10.21787/JBP.07.2015.279-288
Kladou, S., & Trihas, N. (2021). Place Branding through Resource Integration and Gastro-Cultural Experiences: A Transnational Perspective. Tourism and Hospitality, 3(1), 1–14. https://doi.org/10.3390/tourhosp3010001
Krajíčková, A., & Šauer, M. (2018). Differences in motivation of food festivals visitors: A view from the Czech Republic. Geographica Pannonica, 22(3), 189–200. https://doi.org/10.5937/gp22-17050
Kurniawan, S., & Suratman, B. (2018). Bertani Padi dan Etos Kerja Petani Perempuan dari Suku Melayu Sambas. Raheema, 5(1). http://jurnaliainpontianak.or.id/index.php/raheema/article/downloadSuppFile/1090/86
Kwiatkowski, G., Hjalager, A.-M., Ossowska, L., Janiszewska, D., & Kurdyś-Kujawska, A. (2021). The entrepreneurial orientation of exhibitors and vendors at food festivals. Journal of Policy Research in Tourism, Leisure and Events, 1–20. https://doi.org/10.1080/19407963.2021.1999967
Lee, I., & Arcodia, C. (2011). The Role of Regional Food Festivals for Destination Branding: The Role of Regional Food Festivals for Destination Branding. International Journal of Tourism Research, 13(4), 355–367. https://doi.org/10.1002/jtr.852
Loukaitou-Sideris, A., & Soureli, K. (2012). Cultural Tourism as an Economic Development Strategy for Ethnic Neighborhoods. Economic Development Quarterly, 26(1), 50–72. https://doi.org/10.1177/0891242411422902
Ma, L., & Lew, A. A. (2012). Historical and geographical context in festival tourism development. Journal of Heritage Tourism, 7(1), 13–31. https://doi.org/10.1080/1743873X.2011.611595
Mee, W. (2014). Beyond The Personal In Sambas, Indonesia: Women Working Across Borders. Critical Asian Studies, 46(3), 405–432. https://doi.org/10.1080/14672715.2014.935134
Mee, W. (2017). Rowing ‘at home’ and ‘away’: Sport, heritage and identity in the Malay world. Identities, 24(4), 474–492. https://doi.org/10.1080/1070289X.2016.1200051
Miftahuddin, A., Hermanto, B., Raharja, S. J., & Chan, A. (2021). City Branding And Its Variables: The Evidence From Indonesia. GeoJournal of Tourism and Geosites, 34(1), 240–244. https://doi.org/10.30892/gtg.34132-643
Miles, M. B., Huberman, A. M., & Saldaña, J. (2020). Qualitative data analysis: A methods sourcebook (Fourth edition). SAGE.
Miller, C. R. (2017). The evolving role of rural river ports as strategic economic development actors. Water Resources and Rural Development, 9, 28–38. https://doi.org/10.1016/j.wrr.2017.02.001
Muazir, S., & Chang Hsieh, H.-. (2019). Urban Network in Strategic Areas in Indonesia Case Study: Sambas Regency, West Kalimantan. Journal of Design and Built Environment, 19(2), 14–29. https://doi.org/10.22452/jdbe.vol19no2.2
Mustansyir, R. (2015). Kearifan Lokal Masyarakat Melayu Sambas Dalam Tinjauan Filosofis: Legenda Rakyat, Filosofi Air, dan Tradisi. Fakultas Filsafat, Universitas Gadjah Mada.
Nursanty, E., Suprapti, A., & Syahbana, J. A. (2017). The application of tourist gaze theory to support city branding in the planning of the historic city Surakarta, Indonesia. Place Branding and Public Diplomacy, 13(3), 223–241. https://doi.org/10.1057/s41254-016-0037-3
Oh, M.-J., & Lee, T. J. (2012). How Local Festivals Affect the Destination Choice of Tourists. Event Management, 16(1), 1–9. https://doi.org/10.3727/152599512X13264729827479
Ong, C. E., Ormond, M., & Sulianti, D. (2017). Performing ‘Chinese-ness’ in Singkawang: Diasporic moorings, festivals and tourism: Performing ‘Chinese-ness’ in Singkawang. Asia Pacific Viewpoint, 58(1), 41–56. https://doi.org/10.1111/apv.12149
Peny Meliaty Hutabarat. (2022). Music Tourism Potential in Indonesia: Music Festivals and Its Role in City Branding. Journal of Indonesian Tourism and Policy Studies, 7(1). http://jitps.ui.ac.id/index.php/Tourism/article/view/278/110
Sabahan, & Erwandi, P. (2022). Desa Wisata Temajuk: Pesona di Ujung Negeri. CV. Adanu Abimata.
Santoso, I. B. (2020). City Branding Strategy Through Performing Arts (Urgency Of Cultural Festivals In Solo City). International Journal of Modern Trends in Social Sciences, 3(13), 58–65. https://doi.org/10.35631/IJMTSS.313006
Satria, D., & Erlando, A. (2018). Ekonomi Festival. UB Press.
Sihombing, U. (2021). Competence Development Planning of Human Resources with International Tourism Standards for Improving the Welfare of the Badung Regency Community. Jurnal Bina Praja, 13(3), 459–470. https://doi.org/10.21787/jbp.13.2021.459-470
Suratman, B., & Arif, M. (2020). Realm of Malay Civilization: Ethnoparenting, Habitus, and Cultural Contestation in Early Childhood Education of Sambas Malay Society. JSW (Jurnal Sosiologi Walisongo), 4(2), 215–230. https://doi.org/10.21580/jsw.2020.4.2.6014
Suratman, B., & Hamzah, N. (2022). Pangkak Gasing: Tools of Social Interaction of The Community of Children and Adolescents in Maintaining Malay Culture Sambas. Kawalu: Journal of Local Culture, 9(1), 53–67. https://doi.org/10.32678/kawalu.v9i1.5769
Syaifulloh, M., & Wibowo, B. (2022). Horizon Sejarah Kota Katakter Masyarakat Multietnis Tepian Sungai Kapuas Kota Pontianak. Lakeisha.
Wan, Y. K. P., & Chan, S. H. J. (2013). Factors that Affect the Levels of Tourists’ Satisfaction and Loyalty towards Food Festivals: A Case Study of Macau: Tourists’ Satisfaction and Loyalty towards Food Festival in Macau. International Journal of Tourism Research, 15(3), 226–240. https://doi.org/10.1002/jtr.1863
Warner, J. (2021). Imaging the city: Continuing struggles and new directions (L. J. Vale & S. B. Warner, Eds.; 1st ed.). Routledge.
Wilson, J., Arshed, N., Shaw, E., & Pret, T. (2017). Expanding the Domain of Festival Research: A Review and Research Agenda: Domain of Festival Research. International Journal of Management Reviews, 19(2), 195–213. https://doi.org/10.1111/ijmr.12093
Woosnam, K. M., & Aleshinloye, K. D. (2018). Residents’ Emotional Solidarity with Tourists: Explaining Perceived Impacts of a Cultural Heritage Festival. Journal of Hospitality & Tourism Research, 42(4), 587–605. https://doi.org/10.1177/1096348015584440
Yang, W., & Lin, Y. (2020). The Water Culture Sports Tourism Creation Strategy of the Unique Geographical Environment of the Minjiang River. Journal of Coastal Research, 104(sp1). https://doi.org/10.2112/JCR-SI104-129.1
Yusriadi. (2017). Identitas Orang Melayu di Hulu Sungai Sambas. IAIN Pontianak Press.
Zinaida, R. S. (2022). Konstruksi Identitas Kota Sungai. Media Sains Indonesia.
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2025-11-05
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