Analisis elemen-elemen branding sebagai cerminan keunggulan kompetitif Tegal, Jawa Tengah

Lianita, Lianita (2020) Analisis elemen-elemen branding sebagai cerminan keunggulan kompetitif Tegal, Jawa Tengah. Masters thesis, Universitas Pelita Harapan.

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Abstract

Pertumbuhan pariwisata yang semakin meningkat menyebabkan banyak destinasi pariwisata baru yang bermunculan. Salah satu yang dibutuhkan sebuah destinasi pariwisata untuk memperkenalkan destinasi tersebut yaitu dengan destinasi branding. Kota Tegal yang berada di Provinsi Jawa Tengah memiliki banyak potensi wisata untuk diperkenalkan, namun belum memiliki branding yang tepat. Saat ini baru ditemukan branding atau slogan Tegal seperti “Tegal Laka-laka” dan “Tegal Keminclong Moncer Kotane” yang hanya dipahami oleh masyarakat lokal saja. Penelitian ini bertujuan untuk mengevaluasi elemen-elemen brand apa saja yang dapat digunakan sebagai bahan untuk membangun branding Tegal. Penelitian ini menggunakan pendekatan kualitatif dan pengumpulan data yang dilakukan melalui wawancara dan FGD yang di ikuti oleh pemangku kepentingan pariwisata dan perwakilan dari pemerintah. Data hasil dari evaluasi elemen-elemen branding yang didapatkan akan menjadi masukkan untuk memilih branding wisata yang tepat untuk Tegal./Increasing tourism growth has caused many new tourism destinations to emerge. One of the things needed by a tourism destination to introduce the destination is by destination branding. Tegal City in Central Java Province has a lot of tourism potential to be introduced, but does not yet have the right branding. At present only found Tegal’s branding or slogans such as "Tegal Laka-laka" and "Tegal Keminclong Moncer Kotane" which are only understood by the local community. This study aims to evaluate what brand elements can be used as material for building Tegal branding. This study uses a qualitative approach and data collection conducted through interviews and FGDs which are followed by tourism stakeholders and government representatives. The result data from the evaluation of the branding elements obtained will be entered to choose the right destination branding for Tegal.

Item Type: Thesis (Masters)
Creators:
CreatorsNIMEmail
Lianita, LianitaNIM01645170002lianita0496@gmail.com
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorLemy, Diena MutiaraNIDN0316047401UNSPECIFIED
Uncontrolled Keywords: Branding ; Destinasi ; Branding Wisata ; Kesadaran Merek ; Destination ; Destination branding ; Brand Awareness
Subjects: G Geography. Anthropology. Recreation > G Geography (General) > G154.9-155.8 Tourism
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Faculty of Tourism > Master of Tourism
Current > Faculty/School - UPH Karawaci > Faculty of Tourism > Master of Tourism
Depositing User: Users 709 not found.
Date Deposited: 19 Feb 2020 07:36
Last Modified: 09 Nov 2021 06:07
URI: http://repository.uph.edu/id/eprint/7484

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