OPTIMALISASI DESTINATION BRANDING MELAUI MEDIA PROMOSI DESA WISATA CIKOLELET
Abstract
ABSTRACT Promotional media is a communication tool in conveying information and has an important role in the tourism sector so as to increase public interest in visiting a destination based on information obtained from various media, such as articles, social media, etc. Therefore, promotional media management is related to optimizing the branding destination of the Cikolelet Tourism Village. The local government seeks various aspects of media attention in promoting the Cikolelet Tourism Village as a leading tourist destination in Serang Regency. The aim of this research is to determine the management of destination branding and promotional media used in an effort to optimize the well-formed destination branding of the Cikolelet Tourism Village. This research uses a qualitative descriptive research method which describes the phenomena that occur using the constructivist paradigm in order to examine the science between phenomena that occur in the field with theory and previous research as a reference in implementing the practice of using promotional media and its implications. The results of this research describe the implementation of promotional media management as a tool to support destination branding in the Cikolelet Tourism Village. The promotional media used and managed in optimizing the Cikolelet Tourism Village, both by the local government and tourist attraction managers, use mass media such as newspapers, radio and television as well as digital media such as social media and websites and online media reporting. Keywords: Destination Branding, Promotional Media, Tourism VillageDownloads
References
DAFTAR PUSTAKA
Agustianti, R., Pandriadi, Nussifera, L., Wahyudi, Angeliniawati, L., Meliana, I., Sidik, E. A., Nurlaila, Q., Simarmata, N., Himawan, I. S., Pawan, E., Ikhram, F., Andriani, A. D., Ratnadewi, & Hardika, I. R. (2022). Metode Penelitian Kuantitatif dan Kualitatif (1st ed.). CV Tohar Media.
Creswell, J. W., & Cresswell, J. D. (2018). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches (5th ed.). SAGE Publications.
Delfanti, A., & Arvidsson, A. (2019). Introduction to Digital Media (1st ed.). John Wilwy & Sons, Inc.
Given, L. M. (2008). The SAGE Encyclopedia of Qualitative Research Method (Vols. 1&2). Sage Publications.
Hardani, Adriana, H., Ustiawaty, J., Utami, E. F., Istiqomah, R. R., Fardani, R. A., Sukmana, D. J., & Auliya, N. H. (2020). Metode Penelitian Kualitatif & Kuantitatif (1st ed.). CV. Pustaka Ilmu Group.
Ihsanudin, S., & Dewi, L. (2023). EFEKTIVITAS MEDIA SOSIAL YOUTUBE SEBAGAI SUMBER INFORMASI WISATA KULINER JAKARTA BAGI WISATAWAN. Bina Patria, 17(6).
Judisseno, R. K. (2019). Branding destinasi dan promosi pariwisata. PT Gramedia Pustaka Utama.
Kusuma, M. R. P., & Pertiwi, E. G. (2019). Perancangan Destination Branding Desa WIsata Ketenger Kabupaten Banyumas untuk Mendukung Program Digital Destination. Demandia, 04.
Mahaputra, M. R., & Saputra, F. (2021). Relationship Word of Mouth , Advertising and Product Quality To Brand Awareness. Dinasti International Journal of Digital Business Management, 2(6), 1099–1108.
Musa, N., Noor, S. M., & Mohamad, W. (2013). Developing Destination Brand Identity: Towards Sustainibility of Tourism Destinations from The Perspective of Stakeholder and Theory of Social Identity. Proceeding of International Conference on Tourism Development.
Ni’matul Rohmah, N. (2020). Media Sosial Sebagai Media Alternatif Manfaat dan Pemuas Kebutuhan Informasi Masa Pandemik Global Covid 19 (Kajian Analisis Teori Uses And Gratification). Al-I’lam; Jurnal Komunikasi DanPenyiaran Islam, 4(1), 1–16.
Nigel, M., & Pritchard, A. (2004). Destination Branding : Creating The Unique Destination Proposition. In Destination Branding (2nd ed.). Elsevier Butterworth-Heinemann.
Salmiah, Fajrillah, Sudirman, A., Siregar, M. N. H., Simarmata, J., Suleman, A. R., Saragih, L. M., Hasibuan, A., Sudarso, A., Hasibuan, A. F. H., & Jamaludin. (2020). Online Marketing (1st ed.). Yayasan Kita Menulis.
Silviani, I., Perwirawati, E., & Simbolon, B. R. (2021). Manajemen Media Massa. Scopindo Media Pustaka.
Swasty, W. (2016). Branding: Memahami dan Merancang Strategi Merk. PT Remaja Rosdakarya.
Thomas, D. G., Sompie, S. R. U. A., & Sugiarso, B. A. (2018). Virtual Tour Sebagai Media Promosi Interaktif Penginapan Di Kepulauan Bunaken. Jurnal Teknik Informatika, 13.
Tjiptono, F. (2015). Strategi Pemasaran (4th ed.). Andi Offset.
Triananda, S. F., Dewi, D. A., & Furnamasari, Y. F. (2021). Peranan Media Sosial Terhadap Gaya Hidup Remaja. Jurnal Pendidikan Tambusai, 5(3), 9106–9110.
Wibowo, L. A., & Priansa, D. J. (2017). Manajemen Komunikasi dan Pemasaran (1st ed.). Alfabeta.
