Identifikasi strategi destination branding Kepulauan Seribu berbasiskan wisata bahari

Rinaldo, Edo (2024) Identifikasi strategi destination branding Kepulauan Seribu berbasiskan wisata bahari. Masters thesis, Universitas Pelita Harapan.

Preview	Text (Title) Title.pdf.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (51kB) | Preview
Preview	Text (Abstract) Abstract.pdf.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (272kB) | Preview
Preview	Text (ToC) ToC.pdf.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (588kB) | Preview
	Text (Chapter 1) Chapter1.pdf.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (2MB)
	Text (Chapter 2) Chapter2.pdf.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (2MB)
	Text (Chapter 3) Chapter3.pdf.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB)
	Text (Chapter 4) Chapter4.pdf.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (7MB)
	Text (Chapter 5) Chapter5.pdf.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (387kB)
Preview	Text (Bibliography) Bibliography.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (799kB) | Preview
	Text (Appendices) Appendices.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (9MB)

Abstract

Penelitian ini bertujuan mengidentifikasikan strategi destination branding Kepulauan Seribu berbasiskan wisata bahari. Strategi destination branding menjadi kunci dalam memperkuat citra destinasi, melibatkan identitas dan keunikan Kepulauan Seribu. Penelitian ini menggunakan konsepsi teori dari identifikasi Kenneth Burke menyoroti peran kunci identitas dalam membentuk persepsi masyarakat terhadap potensi pariwisata. Pendekatan penelitian yang digunakan adalah kualitatif dengan metode deskriptif. Informan penelitian terdiri dari pemerintah yaitu pihak Dinas Pariwisata DKI Jakarta, pelaku usaha yang mengoperasikan jasa pariwisata di Kepulauan Seribu, masyarakat sekaligus penggiat pariwisata di Kepulauan Seribu. Temuan penelitian menunjukkan bahwa, implementasi strategi destination branding Kepulauan Seribu berbasiskan wisata bahari didukung adanya program pariwisata, kearifan lokal, penggunaan media, dan infrastruktur. Hambatan dalam mewujudkan strategi destination branding Kepulauan Seribu berbasiskan wisata bahari terdapat 3 aspek yaitu (1) komunikasi primer (ketidakseimbangan informasi dan keterbatasan akses informasi); (2) komunikasi sekunder (respon negatif dan ketidakjelasan diferensiasi; dan (3) komunikasi tersier (ketidaksesuaian pesan dan medium komunikasi). Peran aktor pariwisata, seperti pemerintah daerah dan pengelola objek wisata, penting dalam menciptakan dan memelihara identitas brand destinasi. Destination marketing organization menjadi upaya pengoordinasian pemangku kepentingan, memastikan kolaborasi harmonis. Konsep identifikasi Kenneth Burke relevan dalam membentuk identitas dan komunikasi dalam konteks destination branding. Dengan keterlibatan terkoordinasi, Kepulauan Seribu dapat membangun citra yang kuat, meningkatkan dampak ekonomi lokal, dan mempromosikan keberlanjutan pariwisata. / This research aims to identify destination branding strategies for the Kepulauan Seribu based on marine tourism. Destination branding strategies are crucial in strengthening the image of the destination, involving the identity and uniqueness of the Kepulauan Seribu. This study utilizes theoretical concepts from Kenneth Burke’s identification to highlight the key role of identity in shaping public perception of tourism potential. The research approach employed is qualitative with a descriptive method. Research informants consist of government representatives from the Jakarta Tourism Office, business entities operating tourism services in the Kepulauan Seribu, local communities, and tourism enthusiasts in the Kepulauan Seribu. The research findings indicate that the implementation of destination branding strategies for the Kepulauan Seribu based on marine tourism is supported by tourism programs, local wisdom, media usage, and infrastructure. There are three aspects hindering the realization of destination branding strategies for the Kepulauan Seribu based on marine tourism: (1) primary communication (information imbalance and limited information access); (2) secondary communication (negative responses and differentiation ambiguity); and (3) tertiary communication (mismatch between messages and communication media). The role of tourism actors, such as local governments and tourist attraction managers, is crucial in creating and maintaining the destination brand identity. The Destination Marketing Organization is an effort to coordinate stakeholders, ensuring harmonious collaboration. Kenneth Burke’s identification concept is relevant in shaping identity and communication in the context of destination branding. With coordinated involvement, the Kepulauan Seribu can build a strong image, enhance local economic impact, and promote sustainable tourism.

Actions (login required)

View Item