Strategic Brand Positioning through Cultural Event Programming at Garuda Wisnu Kencana Cultural Park

Abstract

This research explores how optimized cultural event programming can aid Garuda Wisnu Kencana (‘GWK’) Cultural Park in reinforcing its strategic brand positioning. With a mixed-methods framework, this study draws qualitative data from a four-parts semi-structures interview with primary key informants and quantitative data from a survey of 400 domestic visitors who have visited GWK between 2022-2025. The theoretical framework integrates Cai’s destinations brand positioning model (symbolic, emotional, functional) together with McKercher and du Cros’s cultural tourist typology, and the modern adaptation of Middleton’s 12Ps of tourism marketing. Programming strategy is examined through the lens of Getz and Morrison’s event programming model focused on active, participatory elements and those that are authentic, interactive, and emotionally appealing. Results suggest that GWK’s brand is widely recognized but not yet perceived as a must-visit cultural destination. Its monumental symbolism overshadows its cultural elements, which visitors often view as static and non-differentiated. Survey data and stakeholder interviews also indicate misalignment between GWK’s cultural mission and its commercial operations. The research proposes a repositioning strategy grounded in symbolic narrative, participatory programming, and improves segmentation. It recommends three priority actions: (1) integrating narrative-driven content across programs. (2) developing segmentation-based engagement formats informed by driven visitor profiles, and (3) institutionalizing programming innovation supported by internal collaboration. These actions are aimed at improving GWK’s competitive advantage in the cultural tourism sector and within the Balinese tourism destinations landscape.