FIKRI OKTAHADI, MUHAMMAD (2024) STRATEGI KAWASAN WISATA GEOPARK BAYAH DOME DALAM MEMBANGUN DESTINATION BRANDING PARIWISATA LEBAK, BANTEN. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
Bayah Dome Geopark is an area that has abundant geological, biological and cultural wealth. With the amount of potential that exists, an effective branding strategy is needed to develop the area so that it can become a tourist destination that has a unique and competitive identity. This research aims to find out how the implementation of destination branding strategy in the Bayah Dome Geopark tourist area in creating identity and image as a leading destination in Lebak, Banten. This research uses descriptive qualitative methods with data collection techniques through observation, interviews, and documentation studies. In this study, researchers used the theory of diffusion of innovation and the concept of destination branding from Morgan & Pitchard which was supported by SWOT analysis, segmentation, targeting and positioning. The results of this study show that the destination branding strategy has been implemented by the Bayah Dome Geopark management agency in five stages. The first stage is market investigation, analysis and strategic recommendation which successfully conducts market analysis and creates tourism products in the form of Geopark information centers, Geopark Corner, Landmarks, information boards and Batour applications, the second stage, namely Brand Identitiy Development by successfully making names, logos and taglines. The third stage is brand launch introduction which uses promotional strategies through advertising, Direct marketing, promotion sell, and public relations. The fourth stage is brand implementation which establishes cooperation with the community, government and academics. The fifth stage is monitoring, evaluation and review by monitoring through websites, social media and direct surveys to see visitor responses to the Bayah Dome Geopark destination.
| Item Type: | Thesis (S1) | ||||||
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| Additional Information: | Geopark Bayah Dome merupakan sebuah kawasan yang memiliki kekayaan geologi, keanekagaraman hayati dan budaya yang melimpah. Dengan besarnya potensi yang ada, maka diperlukan strategi branding yang efektif untuk mengembangkan kawasan tersebut agar mampu menjadi destinasi wisata yang mempunyai identitas yang unik dan berdaya saing. Penelitian ini bertujuan untuk mengetahui bagaimana penerapan strategi destination branding pada kawasan wisata Geopark Bayah Dome dalam menciptakan identitas dan citra sebagai destinasi unggulan di Lebak, Banten. Penelitian ini menggunakan metode deskriptif kualitatif dengan teknik pengumpulan data melalui observasi, wawancara, dan studi dokumentasi. Pada penelitian ini, peneliti menggunakan teori difusi inovasi dan konsep destination branding dari Morgan & Pitchard yang didukung dengan anlisis SWOT, segmentasi, targeting dan positioning. Hasil Penelitian ini menunjukan bahwa strategi destination branding telah diterapkan oleh badan pengelola Geopark Bayah Dome dalam lima tahap. Tahap pertama yaitu market investigation, analysis and strategic recommendation yang berhasil melakukan analisis pasar dan menciptakan produkwisata berupa Pusat Informasi Geopark, Pojok Geopark, Landmark, Papan Informasi dan aplikasi Batour. Tahap kedua, yaitu Brand Identitiy Development dengan berhasil melakukan pembuatan nama, logo dan tagline. Tahap ketiga yaitu brand launch introduction yang menggunakan strategi promosi melalui advertising, Direct marketing, promotion sell, dan public relations. Tahap ke empat yaitu brand implementation yang menjalin kerja sama dengan Masyarakat, Pemerintah dan Akademisi. Tahap kelima yaitu monitoring, evaluation and review dengan melakukan monitoring melalui website, media sosial dan survey langsung untuk melihat respon pengunjung terhadap destinasi Geopark Bayah Dome. | ||||||
| Uncontrolled Keywords: | Destination branding, Brand, Bayah Dome Geopark Destination branding, Brand, Geopark Bayah Dome | ||||||
| Subjects: | Communication > Communication (General) | ||||||
| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi |
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| Depositing User: | ILKOM MUHAMMAD FIKRI OKTAHADI | ||||||
| Date Deposited: | 30 Apr 2025 02:30 | ||||||
| Last Modified: | 30 Apr 2025 02:30 | ||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/48334 |
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