Analyzing the Impact of the “Pesona Budaya” Festival on Village Branding and Cultural Sustainability in Pengadangan Village, East Lombok

Abstract

This study explores how a community based cultural festival sustains identity and strengthens destination branding in Pengadangan village. This qualitative study employs thematic analysis based on semi-structured interviews (purposive sampling) with key informants such as the village head, Pokdarwis members, and local residents. Theories of Place Branding and Cultural Sustainability serve as the conceptual foundation. The results indicate that the festival, with its central ritual Betetulak and traditional Sasak performances, strengthens the village’s religious and customary identity, fosters mutual cooperation (gotong royong), and creates economic opportunities through local creativity. Overall, the Pesona Budaya Festival supports cultural sustainability and enhances Pengadangan Village’s branding, positioning it as a potential model for sustainable cultural tourism development.