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 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 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 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 Pengembangan Objek Wisata Budaya : Taman Prasejarah Leang-Leang, Maros, Sulawesi Selatan

Media Wisata ◽  
2021 ◽  
Vol 16 (1) ◽  
Author(s):  
Enny Mulyantari
Keyword(s):  
Research Result ◽  
Tourist Attraction ◽  
Tourist Destination ◽  
Tourist Attractions ◽  
South Sulawesi ◽  
Tourism Sector ◽  
Management And Development ◽  
Tourism Potential ◽  
The Village ◽  
The City

In the current era of globalization, the tourism sector has become one of the largest and strongest industries in the world, as well as the largest contributor to public and state revenues. Tourism has become part of the lives of people starting from the existing community in the city to the community in the village. Maros Regency in South Sulawesi has a lot of tourist attractions but the community has not been fully able to identify the tourism potential that exists in the region. This study aims to promote the potential, important values and strategies for the management and development of the Leang-leang Prehistoric Park as a tourist destination. The research result shows that Leang-Leang Prehistoric Park has a cultural tourist attraction containing commercial values that attract many tourists, with the assurance that the expenditure, time and cost,is worth for the experience obtained during the visit

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.

scholarly journals Menilai Kelayakan Pengembangan Situ-Situ Di Kabupaten Bekasi sebagai Obyek Destinasi Wisata

2019 ◽  
Vol 7 (2) ◽  
pp. 244-253
Author(s):  
Astri Mutia Ekasari
Keyword(s):  
Local Communities ◽  
Tourist Attraction ◽  
Tourist Destination ◽  
Physical Conditions ◽  
Social Standards ◽  
Tourism Sector ◽  
Development Policies ◽  
Administrative Area ◽  
Development Goals ◽  
Tourism Potential

Abstract. Bekasi Regency directs one of the accelerating development policies in the tourism sector by utilizing the natural lake in its administrative area. At present this lake is used to draining irrigation networks and controling floods. This research analyzes the feasibility of lake areas to develop tourist destination objects. The feasibility analysis is based on two criteria indicators, namely the criteria for physical conditions and criteria for assessing tourism potential. Based on the results of the analysis it founds that Situ Cibeureum, Situ Ceper, Situ Binong, Situ Cipalahar, and Situ Tegal Abidin could potentially be developed as a tourist attraction. Development goals must be prioritized on maintaining the environment and improving economic and social standards of local communities, towards sustainable tourism.Abstrak. Kabupaten Bekasi mengarahkan salah satu kebijakan percepatan pembangunan pada sektor pariwisata dengan memanfaatkan situ-situ alami yang terdapat di wilayah administrasinya. Saat ini situ-situ tersebut difungsikan untuk mengaliri jaringan irigasi dan sebagai pengendali banjir. Penelitian ini mencoba untuk menganalisis kelayakan dari kawasan situ-situ guna pengembangan obyek destinasi wisata. Analisis kelayakan dilakukan berdasarkan dua indikator kriteria, yaitu kriteria kondisi fisik situ dan kriteria penilaian potensi pariwisata. Berdasarkan hasil analisis diperoleh bahwa Situ Cibeureum, Situ Ceper, Situ Binong, Situ Cipalahar, dan Situ Tegal Abidin berpotensi dikembangkan menjadi objek wisata. Tujuan pembangunan situ harus diprioritaskan pada pemeliharaan lingkungan situ serta meningkatkan standar ekonomi dan sosial masyarakat lokal, menuju pariwisata berkelanjutan.

scholarly journals Aquaponic system development as an educational tourism destination in Sukowilangun Village, Malang Regency

2021 ◽  
Vol 6 (4) ◽  
pp. 465-477
Author(s):  
Sufiyanto Sufiyanto ◽  
Mochammad Musafaul Anam ◽  
Zaid Dzulkarnain Zubizaretta
Keyword(s):  
Community Service ◽  
Local Community ◽  
System Development ◽  
Community Based ◽  
Tourist Destination ◽  
Tourism Management ◽  
Educational Tourism ◽  
Tourism Sector ◽  
Tourism Potential ◽  
Management Capabilities

The tourism sector has been targeted to be a tool that may develop people’s economies. Kelompok Sadar Wisata (Pokdarwis) Sukowilangun Berseri is a community that develops Taman Suko at Sukowilangun, Kalipare, Malang Regency. However, the increasing number of tourism effects for the local community at Sukowilangun can still be categorized at a low level. Besides, the management capabilities and resources of the local community in developing Taman Suko as a local tourist destination have not been able to attract more tourists. We carry out a community service program through diversifying our business with the implementation of an aquaponics system to increase income derived from tourism management, providing assistance in efforts to develop tourism potential, and empowering local community-based communities at Taman Suko. The results of this program were implementing an aquaponics system as a business diversification as well as an education theme for tourists on how freshwater fish and vegetables are bred, developing some tourism support facilities such as photo spot, pathways, and fish pond, and promoting local culinary business through social media and a video profile.

scholarly journals Penyaluran Alat Pencegahan dan Sosialisasi Protokoler Kesehatan untuk Pelayanan Kunjungan Wisatawan dalam Menghadapi New Normal Pasca Pandemi Covid-19

2021 ◽  
Vol 1 (2) ◽  
pp. 38-51
Author(s):  
Amin Kiswantoro
Keyword(s):  
Health And Safety ◽  
Tourist Destination ◽  
Public Health Perspective ◽  
New Normal ◽  
Ticket Sales ◽  
Tourist Destinations ◽  
Tour Guides ◽  
Tourism Sector ◽  
Tourism Destinations ◽  
And Control

Distribution of Prevention Tools and Dissemination of Health Protocol for Tourist Visit Services in New Normal Post Covid-19 Pandemic. Consideration from a public health perspective on covid-19 prevention and control for the tourism sector is needed as a recommended approach to be taken by the tourism sector. Community service activities are carried out by handing over some equipment to prevent the spread of covid-19 in welcoming new normal conditions at tourist destinations, which can be used by Pokdarwis members in serving tourists. Prevention equipment includes face shields that can be used by ticket sales officers, parking attendants, tour guides, hand sanitisers to maintain the cleanliness of every tourist who will enter the Klayar tourist destination, and cloth masks used by Pokdarwis members in providing services to tourists. Covid-19 pandemic has led to new behaviours in the community, which is much more concerned about hygiene, health, and safety factors, including for tourism destinations

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