Destination Branding and Government Role: A Case Study of the UNESCO Heritage Site “The Cosmological Axis of Yogyakarta”

A recent study highlights the critical role of destination branding and government intervention in preserving cultural heritage at UNESCO World Heritage Sites, exemplified by The Cosmological Axis of Yogyakarta. Declared a World Heritage Site in 2023, this site presents both opportunities and challenges for sustainable tourism and heritage preservation. Research findings indicate that local government strategies, particularly those led by the Department of Culture, significantly enhance public understanding and support for cultural conservation efforts. However, persistent challenges include low public awareness, sustainable tourism practices, disaster preparedness, and socio-cultural impacts on surrounding communities. The study employs qualitative methods such as in-depth interviews, observations, and Focus Group Discussions with key stakeholders to derive these insights.

Rachmawati, I., Ardhanariswari, K. A., & Hendaringrum, R. (2024). Destination Branding and Government Role: A Case Study of the UNESCO Heritage Site “The Cosmological Axis of Yogyakarta”. Prosiding Seminar Nasional Forum Manajemen Indonesia - E-ISSN 3026-4499, 2, 195–211. https://doi.org/10.47747/snfmi.v2i1.2024