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The purpose of this research is to know the values of local wisdom of the Indung Parent Management in the development of a region in Purwakarta regency, Indonesia. The object of this study is Purwakarta as one regency located in the northern part of West Java, Indonesia. The content of local wisdom in Purwakarta development is generated by government bureaucrats’ communication on Sundanese characters. The present research employed case study method with data collection technique in the form of in-depth interviews, observations, focus group discussions, and literature studies. The results of the research show that the development pattern of the city identity being applied in the Purwakarta regency area refers to the concept of “Indung Management”, which means a mother who is protecting her child, and signifies that the government must protect the community. The conclusion of the research indicates that the values of local wisdom in the development of a region are able to provide a distinctive unique and creative identity to embody a friendly city in terms of the culture, environment and welfare as long-term investment in the future.

INDUNG/PARENT MANAGEMENT COMMUNICATION MODEL TO ESTABLISHMENT OF TOURISM IDENTITY BASED ON SUNDANESE CULTURAL VALUES