摘要：This study explains the management of “Bharata” reputation, an Icon of classic, legendary, theatrical;traditional performing arts of Indonesia. Puppet has noble values in terms of moral education and philosophy oflife; and “Bharata” becomes the "sacred" place for the preservation of the noble values of the puppet.“Bharata” is an institution that manages sustainable reputation and have to defend against the onslaught ofcompetition from other institutions as a tourism destination. “Bharata” is a picture of a long journey andprocess of proving the majesty of traditional culture that owned by Indonesia. This study used post positivistparadigm. The nature of the study was descriptive and the selected approach was qualitative with in-depthinterviews and observation for collecting data. Narrative analysis was used to analyze this study. The aim of thisstudy has reviewed the reputation management of “Bharata” in its struggle of facing the globalization. Thereputation management of “Bharata” is the results of coordination and socialization process within theinstitution; it is achieved through cooperation of each department by communication power.
关键词：action of institution; institution identity; institution performance; institution reputation; traditional;performing arts
