PERTANIKA JOURNAL OF SOCIAL SCIENCES AND HUMANITIES

In an era of heightened global competition for tourism and investment, cultural identity has emerged as a critical component of regional branding strategies. This research investigates the multifaceted role of the Gandrung dance in Banyuwangi, Indonesia, examining its function beyond that of a traditional performance to serve as a symbolic and communicative vehicle for shaping regional identity. Employing a qualitative phenomenological methodology, the study gathered data through extensive interviews, direct observation, thorough document analysis, and critical media reviews. Thematic analysis, informed by the interactive model of Miles, Huberman, and Saldana, was further enhanced by the application of Kavaratzis's city branding framework to delineate Gandrung's influence across primary, secondary, and tertiary communication channels. The findings indicate that Gandrung's efficacy as a branding symbol is rooted in its historical significance, unique visual characteristics, media adaptability, and profound emotional impact. Furthermore, the study elucidates how Gandrung's evolution from a socially marginalised art form to a regional emblem mirrors larger trends in the negotiation of cultural legitimacy, governance, and identity. Although its strategic utilisation has yielded substantial economic and social advantages, ensuring the enduring viability of Gandrung as a cultural symbol necessitates concerted initiatives to uphold authenticity and community empowerment. This study contributes to the ongoing academic conversation regarding the integration of performing arts in place branding and offers actionable guidance for policymakers, designers, and cultural stakeholders involved in leveraging tradition for contemporary regional development.