scholarly journals Implementing The Visual Storytelling Model as a Branding Strategy of Kandri Tourism Village on Instagram @desawisatakandri

2021 ◽  
Vol 317 ◽  
pp. 02018
Author(s):  
Nur Laili Mardhiyani ◽  
Liliek Budiastuti
Keyword(s):  
Qualitative Research ◽  
Brand Personality ◽  
Brand Identity ◽  
Brand Positioning ◽  
Branding Strategy ◽  
Community Based ◽  
Visual Storytelling ◽  
Tourist Attractions ◽  
Tourism Sector ◽  
Tourist Village

The Covid-19 pandemic has caused a downturn in the tourism sector, especially community-based tourist attractions, namely tourist villages. One tourist village that has experienced a downturn is the Kandri Tourism Village in Semarang, which has been recorded since March 2020 that it has not received visits from group or individual tourists who wish to travel in that place. This crisis makes Kandri Tourism Village have to carry out proper branding and promotional media in order to attract tourists to visit again. The aim of this article is to implement a visual storytelling model on the @desawisatakandri Instagram account in order to increase tourist visits in Kandri Tourism Village. This research uses descriptive qualitative research methods. The results of this study indicate that through Instagram @desawisatakandri, the implementation of visual storytelling through photos and videos is a branding strategy for Kandri Tourism Village. The content uploaded in social media includes brand positioning for segmentation of tourists by group or teams. Brand identity describe on logo with the tagline “Kandri Wae”, and the Brand personality can be seen in activities that are characteristic of Kandri Tourism Village.

scholarly journals Strategi Branding Pelaku Usaha Pariwisata di Masa Pandemi

2020 ◽  
Vol 2 (4) ◽  
pp. 263-273
Author(s):  
Chotijah Fanaqi ◽  
Resty Mustika Pratiwi ◽  
Firmansyah Firmansyah
Keyword(s):  
Brand Personality ◽  
Brand Identity ◽  
Brand Positioning ◽  
Branding Strategy ◽  
Tourist Destination ◽  
Business World ◽  
New Normal ◽  
Tourism Sector ◽  
Tourism Potential ◽  
Main Components

Abstract- The pandemic condition has made the business world sluggish. As a sector engaged in services, tourism is also affected. This is due to the government's prohibition of opening a business that has the potential to invite large crowds due to the need for physical distancing as an effort to prevent the occurrence of covid 19 transmission. However, since the enactment of the new normal, namely the period of adaptation to new habits, the tourism sector has made improvements. As one of the areas that has good tourism potential in West Java, Garut continues to make efforts to make itself a tourist destination city that is feasible and safe to visit. Besides having sufficient tourism potential, open nature-based tourism makes Garut Regency a magnet for tourists during pandemic. This study aims to determine how the Garut regency branding strategy as a tourist destination and what are the challenges during pandemic. The researcher uses the theory of branding strategy initiated by Kotler (2009) which explains that the branding strategy has three main components, namely; brand positioning, brand personality, and brand identity. The method in this research uses qualitative methods with interview, observation, and documentation techniques in data collection efforts. Abstrak- Kondisi pandemic menjadikan dunia usaha menjadi lesu. Sebagai sector yang bergerak di bidang jasa, pariwisata juga turut terkena imbasnya. Hal tersebut karena adanya larangan pemerintah untuk membuka usaha yang berpotensi mengundang kerumunan orang banyak karena perlunya physical distancing sebagai upaya pencegahan terjadinya penularan covid 19. Namun sejak diberlakukannya new normal, yakni masa adaptasi pada kebiasaan baru, sektor pariwisata melakukan pembenahan. Sebagai salah satu daerah yang memiliki potensi wisata yang cukup baik di Jawa Barat, Garut terus melakukan upaya untuk menjadikan dirinya sebagai kota destinasi wisata yang layak dan aman untuk dikunjungi. Disamping memiliki potensi wisata yang memadai, wisata yang berbasis alam terbuka menjadikan kabupaten garut memiliki magnet tersendiri bagi para wistawan di masa pandemi. Penelitian ini bertujuan untuk mengetahui bagaimana strategi branding kabupaten Garut sebagai destinasi wisata serta apa saja tantangannya di masa pandemic. Peneliti menggunakan teori strategi branding yang digagas oleh Kotler (2009) yang memaparkan bahwa strategi branding memiliki tiga komponen utama, yakni; brand positioning, brand personality, dan brand identity. Adapun metode dalam penelitian ini menggunakan metode kualitatif dengan teknik wawancara observasi, dan dokumentasi dalam upaya pengumpulan data.

scholarly journals Strategi Branding Dinas Kebudayaan dan Pariwisata Kota Malang dalam Membentuk Image Sebagai Kota Pariwisata

2019 ◽  
Vol 1 (2) ◽  
pp. 99-107
Author(s):  
Pransiskus Albet ◽  
Sulih Indra Dewi
Keyword(s):  
Qualitative Research ◽  
Brand Equity ◽  
Brand Personality ◽  
Field Research ◽  
Brand Identity ◽  
Brand Strategy ◽  
Brand Positioning ◽  
City Branding ◽  
Branding Strategy ◽  
Beautiful City

This study aimed to find out how the branding strategy of the Culture and Tourism Agency (Disbudpar) of Malang in shaping the image of Malang as a tourism city and to know what obstacles affect the application of the branding strategy. This study used a qualitative research by analyzing the branding strategy of Disbudpar Malang. The data collection techniques carried out in field research and to obtain information and data was through interviews and documentation. The results of this study indicated that the branding strategy of Disbudpar Malang in shaping the image of Malang were as follow, first brand positioning for example by the formation of the beautiful Malang city branding, second brand identity by making the tag line and logo of beautiful Malang, third brand personality for example Malang is known as a cool city, fourth brand communication by promotion on social media events and relationships with stakeholders. The fifth startegy was brand equity for example by making beautiful destinations such as thematic villages and beautiful city parks. The constraints from the brand strategy were first, from the publication of beautiful Malang in print media was considered less reflecting the image of Malang and the presence of those who criticized the beautiful Malang logo, second there were some villages that were still less of awareness in tourism, third in terms of destinations there were lack in facilities and infrastructure, fourth the limited funds to conduct the activities or events.

scholarly journals Community-based tourism development viewed from economic, social culture and environment aspects in mandeh’s integrated marine tourism area

2018 ◽  
Vol 229 ◽  
pp. 01006
Author(s):  
Zefnihan ◽  
Zikri Alhadi
Keyword(s):  
Poverty Reduction ◽  
Positive Impact ◽  
Tourism Development ◽  
Provincial Government ◽  
Social Culture ◽  
Community Based ◽  
Marine Tourism ◽  
Cultural Aspects ◽  
Tourism Sector ◽  
Tourist Village

Development of community-based tourism became the forerunner of its formation a tourist village that has been increasingly accepted in most developing countries as a strategy against poverty reduction. In the tourism development should pay attention to the economic, social and cultural aspects as well as the environment. West Sumatera Provincial government is actively developing the tourism sector including Mandeh’s tourism area. One of the reasons why this area become any parties concern is because this place has great potential in social, economic, cultural and environmental. Mandeh Tourism Area is not only having a beautiful scenery but many activities related to the potential that is related to each other. Therefore, this article aims to describe the development of sustainable tourism and a positive impact for the welfare of the community.

scholarly journals Role of tourist motivation as mediating variable on visitor decisions at Indonesian tourism village

2021 ◽  
Vol 17 (3) ◽  
pp. 88-98
Author(s):  
Martaleni Martaleni ◽  
Ernani Hadiyati ◽  
Yussi Isna Pertiwi ◽  
Ni Nyoman Kerti Yasa
Keyword(s):  
Economic Growth ◽  
Developing Countries ◽  
Growth And Development ◽  
The Other ◽  
Tourist Attractions ◽  
Economic Growth And Development ◽  
Tourism Sector ◽  
Global Force ◽  
Tourist Village

The tourism sector has become a truly global force for promoting economic growth and development. Therefore, the study of tourism has become an interesting topic for researchers lately. On the other hand, local tourism, generally in developing countries, is often neglected by academics and policymakers. For this reason, this study aims to examine and analyze the role of tourist motivation in mediating accessibility, amenities, and attractions on visiting decisions. This study is a survey research with an explanatory method. The population is tourists who visit the tourism village of Bumiaji, Indonesia, in the low and busy seasons. The population is infinite and the number of respondents who were interviewed is 100 respondents; data were collected by distributing questionnaires to domestic tourists who came from outside the tourist village of Bumiaji, then the data were processed and analyzed using Warp Partial Least Squares. The findings indicate that the effect of accessibility on visiting decisions is not mediated by tourist motivation. This shows that the decision of tourists to visit can be directly influenced by the time and means of transportation available. Meanwhile, the influence of amenities and attractions on the decision to visit is mediated by the motivation of tourists. This means that amenities and attractions can influence a tourist’s decision to visit if there is an urge from tourist to relax or make friends or enjoy the culture at tourist attractions, etc.

scholarly journals PEMBERDAYAAN MASYARAKAT DALAM TATA KELOLA PARIWISATA DI KAMPUNG WISATA DEWO BRONTO YOGYAKARTA

2020 ◽  
Vol 2 (4) ◽  
pp. 111
Author(s):  
Rumsari Hadi Sumarto ◽  
Lukas Dwiantara
Keyword(s):  
Qualitative Research ◽  
Data Collection ◽  
Field Data ◽  
Community Empowerment ◽  
Community Based ◽  
Digital World ◽  
Field Data Collection ◽  
Tourist Village ◽  
The Impact ◽  
The Village

This study aims to describe and analyze community empowerment activities in the Dewo Bronto Tourism Village in Yogyakarta through the concept of Community-Based Tourism. This study uses qualitative research that describes community empowerment through the concept of Community Based Tourism objectively based on data findings in the field. Data collection techniques using observation, interviews, and documentation. Community empowerment in the field of tourism in the tourism village is carried out through various fields such as culinary business, the production of natural dyes of batik, batik training, transportation, arts and cultural attractions. This effort can support the development of tourism in the Dewo Bronto Tourism Village. However, community empowerment needs to be supported by the ability of the community to create a brand for a tourist village so that the Tourism Village is better known by tourists. In the future, it is necessary to do research on millennial communities who are familiar with the digital world so that they can promote the Village Tourism digitally. The impact of the tourist village is better known to tourists globally

scholarly journals Impact of Underdog Narrative Advertising Strategy on Brand Positioning and Customer Purchase Intentions

2019 ◽  
Vol 8 (3) ◽  
pp. 3208-3213
Keyword(s):  
Brand Personality ◽  
Purchase Intentions ◽  
Brand Identity ◽  
Brand Positioning ◽  
Advertising Strategy ◽  
Account System ◽  
History Survey ◽  
The Impact ◽  
Commercial Center ◽  
The Way

Straightforward idea of examples of overcoming adversity accomplished through hardships and disappointment when their rivals are against them. This idea is utilized as a vital device to assemble a solid underdog brand and furthermore to win empowering and positive shoppers. The plan to mark an organization or an item has been in presence from long back. For interfacing with the shopper's and to catch their sentiments firms attempt to reposition their brands as underdogs. Online networking has been distinguished as the key device to convey the brand identity through a persuasive narrating encircled by advertisers to catch the positive client recognition towards the brand. The examination among 100 members for the most part business visionaries, top level chiefs and furthermore purchasers was led to look at the impact of brand story technique on situating a brand and client buy goals. As per the title of the work this work was primarily pointed in breaking down and characterizing the underdog story procedure utilized for mark recognizable proof, mark identity, buy goals, for empowering the client towards an item and an administration and furthermore deciphering the viability and inclination of this brand account system among customers. The investigation effectively affirmed that Brand distinguishing proof: Most of the respondents solidly agree that underdog story technique is a viable promoting instrument utilized for mark recognizable proof as far as items and clients. Brand Personality: Most of the respondents agree to the way that underdog stories leave a more prominent stamp on mark identity among purchasers. Convincingness: Most respondents agree to the strategy that underdog stories invigorate a client's towards purchasing. Buy Intentions: Most respondents agree to the technique that Underdog is the best favored methodology used to position a brand. Adequacy and Preference: Most respondents agree to the technique that underdog stories is the best and the favored advertising system used to catch the client consideration. The primary explanation for this procedure is mark account technique mirrors a similar story of themselves whom it is uncovered. The story that attract their history survey of achievement accomplished through diligent work and assurance. Brands discovers this technique as the remarkable and the best strategy to beat the chances. What's more, the underdog story procedure has caught the primary commercial center in the present period and will be dynamic in future too.

scholarly journals The Applicability of Kapferer’s Brand Adentity Prism in City Branding through the example of Kaposvár

2020 ◽  
Vol 12 (1) ◽  
Author(s):  
Kristóf Kovács
Keyword(s):  
Brand Identity ◽  
General Assembly ◽  
Brand Positioning ◽  
City Branding ◽  
Branding Strategy ◽  
City Brand ◽  
The City

Kaposvár started to consciously build its brand in 2016 when the General Assembly accepted the city branding strategy of the settlement, its management has been trying to refine and clarify the positioning of the Kaposvár brand. Kapferer’s prism may make it feasible. This essay makes an attempt to estimate the applicability of brand identity prism on the city branding strategy of Kaposvár, thus exploring the opportunities in city brand positioning provided by Kapferer’s method. The paper examines the desirable image of Kaposvár detailed in the strategy from the six aspects of Kapferer’s prism, and tries to define the attributes which may strengthen the Kaposvár brand.    

scholarly journals Ekvilibrij korporativne marke: analiza identiteta

2018 ◽  
Vol 8 (2) ◽  
pp. 34-47
Author(s):  
Dinko Jukić
Keyword(s):  
Brand Personality ◽  
Corporate Identity ◽  
Brand Identity ◽  
Test Model ◽  
Brand Positioning ◽  
Collaborative Approach ◽  
Corporate Brand ◽  
Theoretical Approaches ◽  
Primary Model ◽  
Acid Test

The paper presents and analyses contemporary corporate brand models, brand personality constructs as well as model C2ITE. Equilibrium of the corporate brand is constituted by an integrated model of different theoretical approaches to brand phenomena. The primary model is acquired as hexagonal brand identity, as it is also a starting construct that unites the derived models. The corporate brand is causal and depends on joint communication with all C2ITE features. The corporate brand origin is the corporate identity displayed and interpreted by the ACID test model. Corporate identity is essential for several reasons: it enables further creation of the corporate brand, image and other constructs, but also because of the strategic dimension of brand positioning in consumer consciousness. The design of the brand personality is confirmed by the CBBE model dimensions. The corporate brand equilibrium is suggested by the diversification of identity, image and personality. The corporate brand must have the ability to react quickly to market changes, as well as developed collaborative approach to all participants.

scholarly journals Community-Based Halal Tourism Village: Insight from Setanggor Village

2020 ◽  
Vol 11 (1) ◽  
pp. 129-154
Author(s):  
Hendri Hermawan Adinugraha ◽  
Razie Bin Nasarruddin ◽  
Ahmad Rofiq ◽  
Ahmad Hasan Asy’ari Ulama’i ◽  
Ade Yusuf Mujaddid ◽  
...  
Keyword(s):  
Qualitative Research ◽  
Role Model ◽  
Well Being ◽  
Active Role ◽  
Development Model ◽  
Community Based ◽  
Tourism Sector ◽  
Descriptive Approach ◽  
Village Government ◽  
The Village

Abstract: This research aims to describe the development model of Setanggor halal tourism village. This research uses qualitative research methods with a descriptive approach. The results showed that halal tourism in Setanggor village was developed through active community participation with the village government through a tourism village model based on community and halal values. The development of halal tourism villages in Setanggor is not able to be separated from religious values. As a result, Community-Based Halal Tourism in Setanggor village combines community-based tourism and halal-based tourism that will eventually serve as a model for community-based halal tourism. The growth of the halal tourism sector in Setanggor village has also provided positive benefits for enhancing the local community's well-being. In addition to the community's active role, the legality of the Setanggor halal tourism village is also supported by the local government of NTB and the Indonesian Council of Ulama.Abstrak: Penelitian ini bertujuan untuk mendeskripsikan model pengembangan desa wisata halal Setanggor. Penelitian ini menggunakan metode penelitian kualitatif dengan pendekatan deskriptif. Hasil penelitian menunjukkan bahwa wisata halal di Desa Setanggor dikembangkan melalui partisipasi aktif masyarakat dengan pemerintah desa melalui model “Desa Wisata Halal Berbasis Masyarakat”. Pengembangan desa wisata halal di Setanggor tidak lepas dari nilai-nilai religi. Oleh karena itu, CBT di desa Setanggor yang merupakan gabungan antara pariwisata berbasis komunitas dengan pariwisata berbasis halal pada akhirnya menjadi role model bagi wisata halal berbasis komunitas. Pertumbuhan sektor wisata halal di desa Setanggor juga memberikan manfaat positif bagi peningkatan kesejahteraan masyarakat setempat. Selain peran aktif masyarakat, legalitas desa wisata halal Setanggor juga didukung oleh pemerintah daerah NTB dan Majelis Ulama Indonesia.

KONSTRUK DARI BRAND POSITIONING UNTUK MENGUKUR PERSEPSI KONSUMEN TERHADAP BRAND PT X

2017 ◽  
Vol 8 (2) ◽  
pp. 91-121
Author(s):  
Rakhdiny Sustaningrum
Keyword(s):  
Data Analysis ◽  
Quantitative Data ◽  
Research Method ◽  
Brand Image ◽  
Brand Personality ◽  
Brand Identity ◽  
Brand Awareness ◽  
Brand Positioning ◽  
Positive Perception ◽  
Quantitative Data Analysis

This study aims to factors that affect brand awareness and brand positioning on PT X products. The research method used survey with data collection through questionnaire. Quantitative data analysis using SEM-PLS. The results showed that brand identity, brand personality, brand communication each partially significant effect on brand awareness. Then, brand awareness has a significant effect on brand image, and brang image significant effect on brand positioning. In conclusion, consumers give a positive perception on brand PT X so that consumers are interested to use it.

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