Abstract
The increasing competition between cities is the impact of globalization. A city must have a promotion strategy as a regional attraction. Place marketing such as city branding is very important to be implemented to the competitiveness of cities and countries. The Indonesian Pesilat Village (Kampung Pesilat Indonesia) is a city branding of Madiun Regency, inaugurated in 2018. This shows the commitment of Madiun Regency to promote Pencak Silat as sports tourism through city branding. This study aims to explore the representation of the city branding of "Kampung Pesilat Indonesia" as sports tourism in the Madiun Regency. The method used in this study is in the form of a qualitative description. Data collection utilized observation techniques, in-depth interviews, and documentation studies. Data analysis used the Milles- Huberman method which consisted of data reduction stage, data presentation stage, conclusion drawing stage, and verification. The results showed that: (1) The Madiun Regency Government promoted Pencak Silat sports tourism as a city branding, (2) The symbol and slogan "Kampung Pesilat Indonesia" is a visual representation of the diversity of Pencak Silat schools in Madiun Regency as an image of the city based on its regional potential, (3) The brand identity of the Kampung Pesilat Festival is one of the attractions for the city branding of Madiun Regency through the visual elements of the Pencak Silat sporting event.
Keywords: City branding, Pencak Silat, Sport Tourism