https://journal.mediadigitalpublikasi.com/index.php/apollo <p>Apollo: Journal of Tourism and Business, a premier peer-reviewed academic journal dedicated to the advancement of knowledge and research in the field of tourism and business. Our journal is committed to publishing high-quality, original research that explores the complex and dynamic relationship between these two fields. We publish three issues per year and welcome submissions from researchers at all career levels and from any geographic location. Our journal is assigned the International Standard Serial Number (ISSN) <a href="https://portal.issn.org/resource/ISSN/2985-5810" target="_blank" rel="noopener">2985-5810</a>, which ensures the permanent availability and visibility of our journal in the scholarly community, We are committed to promoting diversity and inclusivity in our editorial process and encourage submissions from underrepresented groups. Our rigorous peer review process ensures that only the most impactful and rigorous research is published in our journal. We hope that you will consider submitting your research to Apollo and join the conversation about the important issues facing the tourism and business sectors.</p> CV. Media Digital Publikasi Indonesia en-US Apollo: Journal of Tourism and Business 2985-5810 https://journal.mediadigitalpublikasi.com/index.php/apollo/article/view/441 <p>Building a positive reputation in the community is an important part of personal branding, especially for those who serve as cultural representatives, such as Jaka Rara, the cultural and tourism ambassador of Cirebon City. In an effort to preserve the culture and local wisdom of Cirebon, social media serves as a strategic platform to introduce cultural values more widely to the community. This study aims to identify the strategies employed by Jaka Rara of Cirebon in building their personal brand as cultural and tourism ambassadors for the city of Cirebon. This qualitative research involves data collection through in-depth interviews, document analysis, and observation. The results of the research, using Peter Montoya's (2002) personal branding theory, show that Jaka Rara participants have successfully built specialization by strengthening their identity as a reflection of local culture, including the use of Cirebon's distinctive ornaments and mastery of cultural material. Additionally, the aspect of unity is evident in the consistency of cultural messages conveyed through various Instagram features, such as Q&amp;A sessions, Instagram Live, responding to followers' comments, and creating contemporary content that reinforces the dissemination of tourism and cultural education about Cirebon City. This approach reflects the success of Jaka Rara Cirebon City in conveying cultural messages authentically and integrally.</p> Putri Amalia Siti Khumayah Aghnia Dian Lestari Copyright (c) 2025 Putri Amalia, Siti Khumayah, Aghnia Dian Lestari https://creativecommons.org/licenses/by-sa/4.0 2025-07-22 2025-07-22 3 2 10.58905/apollo.v3i2.441