RIAU ISLANDS-SINGAPORE CROSS-BORDER TOURISM: A SCAPE AND FLOW ANALYSIS OF TOURISM BRANDING STRATEGY

Sayed Fauzan Riyadi

International Relations Department, Universitas Maritim Raja Ali Haji, Indonesia

Email: sayedfauzan@umrah.ac.id

Abstract

This article seeks to describe Scape and Flow in the context of the Riau Islands Province’s tourism branding strategy. The objective is to determine if the dominant scape and flow have an impact on branding policies and tourism promotion programs. This research employs a descriptive qualitative methodology, with documentation, observation, and interviews provide the primary data sources for this article. A literature review of various books, journals, research references, and online news sources constitutes the secondary data used. The findings of the study indicate that the actions of the Riau Islands Provincial Government, particularly the Tourism Office, have kept the branding and promotion strategy as effective as possible. However, it is evident that Singaporeans, who have been the most frequent visitors, do not play a significant role in the Wonderful Riau Islands’ branding strategy. In a scape and flow analysis, the Riau Islands Tourism Office focuses on a larger scape and a more diverse flow as opposed to attempting to enhance the Riau Islands’ reputation as a tourist destination by attracting more Singaporeans. The already dominant scape and flow has not become a means to broaden the Riau Islands’ tourism brand on a global scale.

Keywords: Cross-border Tourism, Scape and Flow, Singapore-Riau Islands, SIJORI, Tourism Branding