ENHANCING TOURISM BRANDING THROUGH TECHNOLOGY: A STUDY ON SMART CITY IMPLEMENTATION IN TELAGA JONGE, YOGYAKARTA SPECIAL REGENCY, INDONESIA

Technological innovation plays a key role in the transformation toward smart cities. As part of the “Gerakan Menuju 100 Smart City” initiative, Gunungkidul Regency issued Regent Regulation Number 24 of 2023 on the Smart City Masterplan, which includes Smart Branding in tourism. This study examines the implementation of Smart Branding at Telaga Jonge Tourism Area using Edward III’s policy implementation theory—focusing on communication, resources, disposition, and bureaucratic structure. The research applies a qualitative descriptive approach, with data collected through observation, interviews, documentation, and literature review. Informants were selected via purposive sampling, including Pokdarwis representatives, vendors, and visitors. Data analysis followed the stages of reduction, display, and conclusion. Findings show that Telaga Jonge has applied the 4A principle (Attraction, Amenity, Accessibility, Ancillary) effectively, supporting Smart Branding objectives. From the four implementation aspects, progress is generally adequate. However, challenges persist, particularly limited human resources for promotion and internal dynamics within the management team. Suggestions include increasing promotional personnel and improving leadership structure to enhance branding performance.