Branding Activities for Raja Ampat Geopark Development in the Pentahelix Model Perspective

The creation of parks as a significant endeavor to enhance the worth of tourism sites has emerged as a prominent phenomenon that garners global attention. The Raja Ampat Geopark has initiated branding efforts to position itself as an exceptionally distinctive tourism attraction in Indonesia. Collaboration amongst stakeholders is essential and cannot be disregarded. This research seeks to ascertain the branding activities involved in establishing the Raja Ampat Geopark, as well as the specific roles played by each partner, utilizing the Penta helix model and collaboration theory. The constructivist paradigm is employed to comprehend the process of knowledge generation inside the Penta helix model. The research findings indicate that successful geopark branding relies on a strong partnership between the government, universities, the tourism industry, local communities, and digital media. Integrating promotion with the preservation of nature and culture in a branding plan effectively enhances awareness and fosters a favorable perception of the Raja Ampat Geopark in a sustainable manner. While the Raja Ampat Geopark has experienced a notable increase in tourism, there are difficulties in effectively managing the balance between this growth and the preservation of the environment, which is crucial for ensuring a sustainable future. This study enhances the progress of geopark development and sustainable tourism by emphasizing the significant role of collaboration and branding based on the Penta helix model. Additional study is required to offer efficient recommendations for the establishment of parks in the future.


Introduction
Tourism has a central role in economic growth, community welfare, and environmental preservation.Tourism growth in Raja Ampat has a positive impact on the regional economy, increasing income, and creating jobs (Bakti et al., 2018).Although tourism has proven to be a major contributor to state revenues in different parts of the world (Lai-Kwon et al., 2019;Lee & Syah, 2018), there are still gaps in previous research related to the potential of geological tourism or tourism, especially in Raja Ampat.
Geotourism offers a tourism experience that focuses on geology and earth hangar, and Raja Ampat has great potential to develop tourism thanks to its extraordinary underwater natural beauty (Geopark Raja Ampat, 2022).Geopark development, as a concept of sustainable regional economic management, requires a holistic and sustainable approach (Du & Girault, 2018).Although Raja Ampat Geopark has used Brand Communication and Penta helix model to increase the promotion and participation of related actors, it is still necessary to understand its effectiveness, especially in the context of tourism (Yuliawati et al., 2016).
In facing the COVID-19 pandemic, tourism in Raja Ampat has experienced a significant impact, and the recovery of this sector is crucial to maintaining the sustainability of the Raja Ampat Geopark (Geopark Raja Ampat, 2022) Tourist visit data is key to understanding the impact of the pandemic on the tourism sector and Raja Ampat Geopark.Therefore, this study identifies gaps in understanding related to tourist visits and the importance of tourism sector recovery, especially in the context of Raja Ampat Geopark.The efforts of the Raja Ampat Regency Government in implementing the concept of sustainable regional development through parks require deeper support and understanding from various parties, including stakeholders and the community (Geopark Raja Ampat, 2022).
Although the Sustainable Tourism Destination Guidelines have been updated to create tourism activities that provide benefits to society and the environment (Mohd Yusof et al., 2019;Sugandini et al., 2018), there are still gaps in the understanding and implementation of this concept in the context of Raja Ampat Geopark.
There is currently limited research on the use of destination  (Chamidah et al., 2020).
The above research shows that stakeholders lack an adequate understanding of the Geopark concept, the effectiveness of community involvement in Geopark management, the Penta Helix model in Geopark development, and optimal communication and interaction patterns between Penta Helix elements.This urges more research and attempts to close these gaps.This research should deepen understanding, boost community engagement, promote cooperation, and improve transparent and participatory stakeholder communication.
Previous research on destination geopark branding was limited, and this study seeks to fill the gap by focusing on Raja Ampat Geopark.This research will analyze the effectiveness of community involvement in the management of Raja Ampat Geopark, apply the Penta Helix model in the context of tourism, and explore optimal communication and interaction patterns between Penta Helix elements.These gaps show the need for more in-depth research to understand the Geopark concept, increase community participation, and build an effective Contextualizing findings in the broader socio-economic and environmental landscape of Raja Ampat will provide a more comprehensive understanding of the challenges and opportunities in Geopark management.In the socio-economic context, tourism growth in Raja Ampat has brought economic benefits to the local community, such as increased job opportunities and income.However, its impacts also include changes in local lifestyles, pressure on natural resources, and socio-cultural changes.The importance of the role of local communities in Geopark management lies not only in environmental aspects but also in ensuring fair and sustainable distribution of economic benefits from tourism among them.In the environmental context, Geopark management must consider the sustainability of natural resources such as coral reefs, mangroves, and marine biodiversity.Conservation initiatives should align with tourism activities and infrastructure development.Additionally, Raja Ampat is also vulnerable to climate change, such as rising sea temperatures and increasing acidity levels, which can impact marine ecosystems and the livelihoods of fishing communities dependent on marine resources.By understanding the broader socio-economic and environmental context, stakeholders can develop holistic and sustainable Geopark management strategies.This includes policies that consider the well-being of the local community, natural resource conservation, environmental impact mitigation, and climate change adaptation.Collaboration between government, local communities, research institutions, and the private sector is also important to achieve successful and sustainable Geopark management goals.
Furthermore, let's delve deeper into two aspects related to tourism management in Raja Ampat: The resilience of branding strategies in facing external shocks becomes important because Raja Ampat as a famous tourist destination faces risks from external shocks, such as global crises, natural disasters, or changes in tourism trends.In facing these challenges, it is important to develop a strong and sustainable destination brand that is not only attractive to tourists but also resilient to external shocks.Branding strategies should emphasize sustainability values, environmental conservation, and local wisdom.Market diversification and strategic partnerships with tourism industry players can help create resilience to market changes and external shocks.For example, developing tourism products that appeal to different market segments or partnering with airlines to improve accessibility.
The need for sustainable innovation also becomes a key focus in maintaining competitiveness in the global tourism market.The global tourism market continues to evolve and change, with emerging new trends and increasing competition.increase destination visibility, creating compelling content and sharing positive tourist experiences, and engaging tourism influencers can help expand market reach.Investment in tourism infrastructure, workforce training, and human resource development is also part of sustainable innovation to improve service quality and tourist experiences.By considering these aspects and integrating strong branding strategies with sustainable innovation, Raja Ampat can prepare itself to face challenges and maintain its competitiveness in the global tourism market in the long run.
Acknowledging the limitations of research and proposing directions for further research is an important step in strengthening the scientific contribution of the findings obtained.In the context of Raja Ampat Geopark development, acknowledging that the data used may be influenced by sample bias and data limitations is a critical first step.However, by realizing this, we can identify directions for deeper and more beneficial research.For example, further research on how destination brand image affects visitor perceptions and satisfaction can help us understand how Raja Ampat Geopark can attract more tourists and maintain its popularity in the global market.Furthermore, through further investigation into the effectiveness of conservation programs and analysis of innovation needs to enhance tourism competitiveness, we can develop more holistic and sustainable management strategies.Thus, acknowledging the limitations of research is not only a constraint but also a gateway to deeper understanding and the development of more effective solutions to advance Raja Ampat Geopark in the long term.

Discussion
In this sub-chapter, researchers will describe and discuss the data and information that we have obtained through in-depth observations and interviews related to branding activities in the development of the Raja Ampat Geopark.The main focus of this discussion is to understand the role of each element of Pentahelix, namely government, academia, industry, society, and media, in a collaborative effort to develop Raja Ampat Geopark.

Branding activities carried out in the development of Raja Ampat Geopark
The determination of the unique identity and value of Raja Ampat Geopark is the foundation of a strong branding strategy (Tiago et al., 2021).This destination amazes visitors with its natural beauty, including views of corals, beautiful islands, and clear seawater.Its marine biodiversity is characteristic, offering exclusive experiences with diverse marine species, such as colorful fish and stunning coral reefs (Mohd Yusof et al., 2019).In addition, Raja Ampat Geopark has a wealth of local culture that is its own attraction for tourists who want to feel the life and traditions of the Papuan people.
The specialty of Raja Ampat Geopark also lies in its limited access, keeping it away from crowds and providing exclusive experiences to visitors (Septiana et al., 2023).Home to Raja Ampat Marine Park, which is the largest in the world, this destination is a magnet for divers who want to explore its underwater diversity (Septiana et al., 2023).The geopark offers a variety of unique ecosystems, including mangroves, karst islands, and tropical rainforests, providing visitors with a diverse ecotourism experience.
Raja Ampat Geopark's commitment to nature conservation is reflected in measures such as protection zones and continuous conservation campaigns (Andradi-Brown et al., 2021).The authenticity of this destination is maintained through the existence of traditional fishing villages that still maintain their lifestyle.This destination also offers a variety of extreme activities, such as hiking, rock climbing, and snorkeling, challenging visitors amidst the beauty of the wild (Andradi-Brown et al., 2021).By combining underwater and above-water charms, Raja Ampat Geopark has become an extraordinary and authentic tourism destination for adventurers (Tiago et al., 2021).A crucial step in promoting Raja Ampat Geopark is to build its image and identity through branding strategies (Van Geert, 2019).This involves crafting key messages that reflect the value and uniqueness of the Geopark, as well as the creation of logos that reflect unique characteristics, such as coral reefs and biodiversity (Tiago et al., 2021;Van Geert, 2019).The logo has a deep meaning, encompassing symbols of the archipelago, the earth's equator, waves, the sun, geological heritage, terrestrial and marine biodiversity, as well as its identity and slogan (Geopark Raja Ampat, 2022).
The Raja Ampat Geopark logo was recognized by UNESCO in 2023, strengthening its reputation and supporting efforts to preserve and manage geological, biological, and cultural heritage in the region (Geopark Raja Ampat, 2022).The application of the UNESCO logo also helps Raja Ampat Geopark become part of a global network, increase international promotion, and support the development of sustainable tourism as well as education about natural and cultural wealth in Raja Ampat.The success of this branding shows the importance of branding measures in improving the image of tourism destinations.
It is important to utilize social media such as Instagram and Facebook as communication tools.
Social media can help introduce Geopark to a global audience and attract the attention of potential tourists.Through the social media platforms created (can be seen in Figure 1), Geoparks can promote tourist attractions, natural beauty, and available activities.In addition, social media allows direct interaction with the community, so Geopark can listen to input, answer questions or concerns, and build positive relationships with visitors and locals.Geoparks can also use social media to convey information about conservation, sustainability, and environmental protection, and educate the public, tourists, and the younger generation.
Utilizing social media effectively allows Geopark to forge partnerships and collaborations with institutions, organizations, and individuals who share the same goals (Schrader et al., 2020).Overall, social media is a powerful tool to expand the reach and impact of the Raja Ampat Geopark, promote sustainability goals, and raise awareness about natural beauty and biodiversity.To promote Geopark as a tourist destination, a strong digital marketing strategy is highly recommended.This includes leveraging online advertising campaigns, optimizing keyword visibility, maintaining active social media accounts, sharing engaging content, and collaborating with tourism influencers (Atmodjo et al., 2020).
Attend regional, national, and international tourism exhibitions to expand the reach and introduce the Geopark to tourism professionals and media.Work with travel agents and online travel agents to include Geopark in their tour packages.This can help attract more travelers looking for exclusive experiences.According to research (Rasyid et al., 2022) Implement email marketing campaigns that focus on information about Geoparks, special offers, and current news.Email marketing can be an effective way to communicate with potential visitors (Rodrigues et al., 2021).Create attractive brochures, pamphlets, and physical promotional materials that can be distributed at related tourism locations.Organizing special event activities in the Geopark, such as cultural festivals, nature conservation activities, and extreme sports events.This event can be an additional attraction that increases the popularity of the destination.
Raja Ampat Geopark Management has developed 31 comprehensive programs focusing on geology, biodiversity, culture, and institutions.These programs aim to protect and preserve the region's natural and cultural wealth through various education and conservation efforts.
The Pentahelix model highlights the key role of various parties in the innovation ecosystem, especially in the development of a region or industry.In the case of Raja Ampat Geopark, the government plays an important role in the formulation of policies and regulations that support its development.This includes measures to manage the environment, monitor nature conservation efforts, and develop infrastructure necessary for tourism.To support the preservation of nature and culture in the geopark, the government also directs public funds (Latuny et al., 2022).
In addition, the government is also involved in Raja Ampat Geopark branding activities and plays a central role in formulating tourism policies that support promotion and branding.This includes implementing regulations for tourism businesses, environmental protection, and cultural preservation.The government is also responsible for preserving the natural environment of the geopark by regulating potentially harmful activities and implementing conservation policies.They can also provide financial resources for nature and cultural conservation programs (Latuny et al., 2022).With a strong government role in formulating policies, regulating regulations, and providing resources, Raja Ampat Geopark can advance branding activities and ensure the sustainability and protection of its natural and cultural assets (Kasikoen, 2023).
Business entities in the tourism sector play an important role in the development and imaging of the Raja Ampat Geopark.They are responsible for the management and maintenance of tourist facilities, such as hotels, restaurants, and recreational facilities, to ensure they match the image of the destination.In addition to maintaining the quality of these facilities, business actors also provide services to visitors, including customer service, tour guides, and recreational activities that highlight the uniqueness of the national park (Ariani, 2019).To promote sustainable tourism, these companies can adopt environmentally friendly practices, contribute to nature and cultural conservation programs, and collaborate with local communities to integrate cultural elements into the tourist experience (Sutrisno, 2017).It is important for tourism companies to prioritize safety and comply with government and organizational safety standards.They can also actively participate in branding activities by spreading messages, creating promotional content, and engaging in destination promotion campaigns.As seen in Figure 1, Raja Ampat Geopark has formed a partnership network divided into eight clusters based on the program of activities outlined in the master plan.Each cluster has specific criteria to define its role and function.This collaboration was formalized through the signing of an MoU.Geoparks are managed through these eight main clusters, each of which addresses different aspects and sectors: (1) Geotourism focuses on sustainable tourism that promotes the geological heritage and natural beauty of Raja Ampat; (2) Culture and Education aims to understand and preserve the cultural, historical, and educational aspects of the geology and nature of Raja Ampat; (3) Biodiversity focuses on preserving rich biodiversity, including plants, animals, and unique ecosystems in geopark areas; (4) The Geology Cluster preserves and understands Raja Ampat's geological features, including unique rock formations and geological processes; (5) The economy strives for sustainable local economic development, including tourism, natural resource-based industries, and other sectors; (6) Marine Coordination focuses on the management and protection of fragile marine ecosystems; (7) The Environmental Cluster monitors and protects the natural and cultural environment in Raja Ampat; (8) Infrastructure and Investment support infrastructure development and investment required for geopark management and sustainability.Together, these clusters work to strike a balance between environmental preservation and sustainable economic development, which is a key goal of the Raja Ampat Geopark.Collaboration is very important in the development of Raja Ampat Geopark.According to (Ansell & Gash, 2008) this collaboration involves a wide range of stakeholders, including government, industry, universities, communities, and media, working together to design sustainable policies and initiatives for parks.Local and national governments play an important role in the management and preservation of parks by providing funding, infrastructure development, and regulatory support (Chamidah et al., 2020).As a managing body, the government facilitates collaboration by regulating and supervising geopark development and influencing the dynamics of collaboration with other sectors.It was noted that the central government supports the Raja Ampat Geopark by providing financial resources for ISSN 2721-0960 (Print), ISSN 2721-0847 (online) Copyright © 2024, Journal La Sociale, Under the license CC BY-SA 4.0 preservation and development projects, including funds for research, conservation, and promotion (Hasa et al., 2022).This collaboration between the public sector and tourism creates strong synergies and enables geoparks to effectively implement nature and cultural conservation programs while ensuring sustainable environmental protection.The partner image of Raja Ampat Geopark can be seen in Figure 3.

Pentahelix collaboration for the development of Raja Ampat Geopark
Cooperation with stakeholders or parties in the Penta helix is a key element in the management of Raja Ampat Geopark, which includes nature conservation, sustainability, economic development, and responsible tourism development.Raja Ampat Geopark is one of the few parks in the world recognized by UNESCO, and cooperation with various interested parties plays an important role in maintaining and promoting the uniqueness of this region.The local government is one of the main stakeholders in the management of the Raja Ampat Geopark.This includes the West Papua provincial government and the Raja Ampat district government.Cooperation with local governments is required (Hutabarat & Pratiwi, 2022) Local communities in Raja Ampat have an important role in preserving the environment and socio-economy of the region.Cooperation with local communities is key to ensuring that locals are engaged in and supporting the goals of the Geopark (Hapsara &;Ahmadi, 2022), community engagement programs that empower local communities in natural resource management, environmental conservation, and sustainable economic development.Training and education to raise awareness of the importance of sustainability and conservation.Sustainable development creates jobs and economic opportunities for local communities.
Raja Ampat Geopark also has a tourism industry which is an important source of income for Raja Ampat Geopark.Therefore, cooperation with stakeholders in the tourism industry is very important (Ibrahim et al., 2021).Cooperation with tour operators, hotels, restaurants, and other service providers to ensure that tourism activities in the Geopark area are sustainable and responsible.Development of a code of ethics and guidelines for tourism industry players to comply with sustainability principles.Promoting responsible tourism and educating tourists about the importance of protecting the Geopark environment.
Cooperation with conservation organizations is important in maintaining the natural wealth and biodiversity of Raja Ampat Geopark (Mastika et al., 2023).Support and cooperate with nonprofit organizations and NGOs focused on environmental conservation, wildlife protection, and natural resource management.Conduct in-depth environmental research and monitor changes in the environment and ecosystem.Implementation of conservation and protection programs for endangered species and vulnerable ecosystems.
Universities and research institutions are important partners in data collection, scientific analysis, and environmental research.According to cooperation with parties who support and carry out in-depth environmental research to understand the Geopark ecosystem better.Scientific education and training in the field of environment, conservation, and management of natural resources.Develop collaborative research projects that can provide important insights into the sustainability of the Geopark.Regional and national tourism associations are key partners in promoting Raja Ampat Geopark as a tourist destination.Financial support from institutions and donors is needed for sustainability projects.Cooperation with the international community and educating tourists about environmental conservation are also important, so as to motivate tourists to behave responsibly during their visit.Cooperation with all these stakeholders is essential to achieve the objectives of Raja Ampat Geopark in environmental conservation, sustainable economic development, and ensuring that this area remains beautiful and valuable for future generations.Collaboration plays a central role in maintaining a balance between nature conservation and socio-economic sustainability, by collaborating effectively with various stakeholders (Hutabarat &;Pratiwi, 2022).Collaboration with various organizations, local governments, and communities is essential for the maintenance and restoration of ecosystems and wildlife in the Geopark, which will ultimately protect its biodiversity and natural beauty.This collaboration not only benefits the environment but also creates job and income opportunities for local residents, ensuring economic sustainability without harming the environment.By working closely with the tourism industry, responsible tourism practices can be implemented, limiting negative impacts and providing valuable experiences for visitors (Chamidah et al., 2020).Educational collaborations help raise awareness about nature conservation and sustainability among communities and tourists.In addition, collaborating with the government and tourism industry allows Geopark to build infrastructure that supports tourism and sustainability, such as effective waste management and renewable energy sources.Lastly, collaborations with the international community and tourists help promote Geopark globally, attracting more visitors and international support.(Lestari & Indrayati, 2022).
With strong collaboration, Raja Ampat Geopark can produce long-term plans that ensure that the region remains sustainable and beautiful for future generations, taking preventive measures to avoid environmental damage and economic losses.Effective collaboration with all interested parties is the key to success in carrying out the Raja Ampat Geopark mission.This creates a strong synergy between environmental preservation, sustainable economic development, and social responsibility that is at the core of the Geopark and the goals of the UNESCO Global Geopark (Hakim et al., 2022).With continuous collaboration, Raja Ampat Geopark can be a successful example for other regions that strive to achieve sustainability and environmental preservation.

Conclusion
Overall, Raja Ampat Geopark as a tourism destination shows a strong commitment to sustainable development, nature conservation, and empowerment of local communities.Geopark's unique identity, encompassing natural beauty, marine biodiversity, and local cultural richness, is the foundation for various branding and marketing strategies that have been implemented.By utilizing social media, digital marketing, and participation in tourism exhibitions, Raja Ampat Geopark has succeeded in increasing its visibility globally.Raja Ampat Geopark builds its identity through natural beauty, marine biodiversity, and local culture as unique values of the destination.Social media strategies, including Instagram, Facebook, and YouTube, are actively used to increase visibility and engagement, creating awareness of sustainability and cultural heritage.Digital marketing, such as online advertising campaigns and collaborations with influencers, amplifies Geopark's global popularity.Participation in tourism exhibitions expands the reach and builds a positive image.Logo development is closely linked to UNESCO values, giving it prestige and opening up global networking opportunities.Email marketing campaigns and cooperation with travel agents strengthen Geopark's position in the tourism industry.Education and preservation are integrated through social media to form awareness about sustainability and cultural richness.In the context of Raja Ampat Geopark branding, the Penta helix, which involves government, business, academia, society, and media, plays a crucial role.The collaboration between these five entities ensures sustainable development, environmental conservation, and community ISSN 2721-0960 (Print), ISSN 2721-0847 (online) Copyright © 2024, Journal La Sociale, Under the license CC BY-SA 4.0

Figure 2 .
Figure 2. Partner of Geopark Raja Ampat : (a) Formulation of policies and regulations that support environmental sustainability and management of Geopark areas; (b) Licensing and supervision of tourism activities and natural resource management; (c) Development of infrastructure and facilities that support tourism and sustainability.

Table 1 .
Data on Tourist Visits in Raja Ampat Regency