EXPLORING THE INTERSECTION OF HISTORICAL MEANING AND MODERN TOURISM IN DESTINATION BRANDING: A CASE STUDY OF BUKITTINGGI, INDONESIA

Abstract

Bukittinggi's tourism identity is closely tied to historical landmarks and Minangkabau culture, yet visitors now encounter that heritage through expectations shaped by digital information, service convenience, and experience-oriented travel. This study examines how these two realities meet in the city's destination branding. Using a qualitative case-study design, evidence was drawn from semi-structured interviews with tourists, community members, tourism entrepreneurs, government officials, and destination-management representatives, supported by observation and documentary material. Thematic analysis shows that Jam Gadang, Fort de Kock, the Japanese Tunnel, and Minangkabau traditions continue to provide the strongest identity cues. At the same time, participants pointed to weaknesses in multilingual interpretation, digital information, connectivity, and smart-tourism facilities. Community participants were generally supportive of tourism development but were more cautious about forms of modernisation that could dilute cultural meaning. These findings suggest that the practical issue is not a choice between heritage and innovation, but the way innovation is used to interpret and communicate heritage. On this basis, the study proposes the Integrated Heritage Modern Tourism Branding Framework (IHMTBF), linking historical heritage and destination identity with stakeholder collaboration, community-based storytelling, and technology-driven engagement. The framework offers an initial, context-specific explanation of how a heritage city may modernise its visitor experience without displacing the cultural meanings on which its brand depends.