Palembang City Brand Image Through Inovation The Typical Culinary Empek Empek In The Covid Era
Desy Misnawati (a*), Agustin Rozalena (b), Achmad Akmaluddin (c)

a) Fakultas Ilmu Komunikasi, Universitas Bina Darma
Palembang, Sumatera Selatan
desymisnawati98[at]gmail.com
b) Fakultas Ilmu Komunikasi, Universitas Sumatera Selatan, Palembang
c) Fakultas Ilmu Sosial dan Politik, Universitas Baturaja, Baturaja, Sumatera Selatan

Abstract

This study aims to construct a model of the Palembang city brand image through the typical empek empek culinary innovations in the era of the covid-19 pandemic. The city brand image model is qualitative research with a construction paradigm and a case study analysis. The research object is Palembang city brand Charming Palembang with its typical mpek mpek culinary. The research subjects were informants from the Palembang City Tourism Office and empek empek entrepreneurs. The research data used non-participatory observation, interview techniques, and document analysis obtained from informants. The data analysis technique used an interactive model by Miles and Huberman. The results showed, 1) their image of the city of Palembang refers to the tourism potential assigned to the Charming Palembang brand, which includes the typical empek empek culinary as part of the city tourism object- 2) Based on the Palembang Octagone city brand image model, it shows that the typical empek empek culinary tour programmed by the Palembang City Tourism Office fulfills eight aspects and still be applied in the Covid era with health protocols.

Keywords: Charming Palembang, brand image, culinary innovation, empek empek, Covid-19 pandemic

Topic: Social Science and Humanities