Unique Places and Product Differentiation for Leverage City Marketing

Architectural Uniqueness and Product Differentiation of Heritage Area are Marketing Tools and Driving Forces of People Interest to the City
[full paper sent to City Marketing Seminar at unika soegijapranata university year 2007]


by: Agus S Sadana

Experiences, events and places or resorts/objects are the underlying scope of marketing. Architectural uniqueness combined with attractive tourism resorts/objects will impart an impressive experience in individual’s mind during his or her presence in a location. Such architectural uniqueness with a variety of events and distinctive products will satisfy visitor’s soul thirst through unforgettable stories and experiences during his or her visit to the city. With regard to tourism study, motivation to learn a culture including curiosity on a culture, tradition, art and other cultural relics is one’s rationale to visit a tourism object/resort. This paper is presented to describe correlation between architectural uniqueness, product differentiation, events, and experiences of someone during his or her visit to a heritage area and inducement of people interest to the city. In addition, culture-based organization and management will ensure sustainable activities in the heritage area and will, in turn, give multiplier effect on the local economic development.

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