Year: 2024
Type: article
Abstract: The purpose of this study is to determine the implementation of media branding strategies in the development of the tourism sector in Sukoharjo Regency, Indonesia as an international tourist destination, supporting and inhibiting factors that affect media branding in the development of the tourism sector. This research uses a qualitative research type. The data collection method used to be used as primary data by the author is the in-depth interview method (depth interview) with key informants (key informants). Data analysis techniques using data reduction, data presentation, and drawing conclusions. Meanwhile, in this study, researchers conducted data validity using triangulation of data sources through examination of other sources, in this study Sukoharjo’s tourism villages. Sukoharjo Regency's branding that is closely related to tourism is "The House of Souvenir". This branding is based on the fact that Sukoharjo Regency, Indonesia has a variety of local souvenir products that are in great demand by tourists, including rattan, jenang, and herbal medicine (jamu). These local products are produced by the managers of tourist villages in Sukoharjo Regency, Indonesia as supporters in promoting tourist villages in their respective areas so that they become the strength and attraction of tourists. These local products are also a tourist branding for tourism in Sukoharjo Regency, Indonesia which is promoted through digital media. The results showed that the knowledge and skills of tourism stakeholders had significantly increased, especially in the management of social media and digital communication for tourism marketing. The implication of this research is that tourism stakeholders can apply digital communication as a promotional strategy for tourist villages on a regular and measurable basis.
Source: BIS Economics and Business
DOI: 10.31603/biseb.43
Authors: R Susanti, S Purwandari, B H Prilosadoso
Language: English
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4409413210