“BATIK” CULTURAL HERITAGE TO CONSTRUCT CITY BRANDING: A CASE OF PEKALONGAN
The purpose of this study is first, to find out what cultural values are contained in the archipelago batik exhibited in the batik museum, especially in Pekalongan coastal batik. Second, to find out how the cultural values contained in batik are communicated to the public. Third, how is the tourism communication of the batik museum itself in helping to preserve batik as a cultural heritage product for the younger generation as well as its efforts to strengthen the City Branding of Pekalongan City as the World's City of Batik, The theory or concept used for this research is the city image theory which states that City Branding is an attempt by a city to construct its identity by creating a certain image, in representing the characteristics of the city. City Branding in terms of communication science studies can function as a public relations tool for the city. The research method used is explorative qualitative method. The data collection techniques used were interviews, observation and analysis of secondary data derived from books discussing batik, articles related to the culture and history of batik in Pekalongan and previous studies on city branding.