How to build place branding for educational tourism village kampung cabe in desa kabasiran after covid 19 pandemic

Andriyani Hapsari, S.E.I., M.M, , (2020) How to build place branding for educational tourism village kampung cabe in desa kabasiran after covid 19 pandemic. The 2nd international conference on tourism and entrepreneurship (icte) 2020. pp. 492-507. ISSN 2721-3366

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Abstract

Purpose: This study aims to find an effective way for Kampung Cabe an educational tourism destination in Kabasiran Village to build a place branding, related to its image which is associated to poverty, bad infrastructure and inequality of economic development Methodology: Methodology used for the study is qualitative with an exploratory approach. Observation, interviews, distribution of questionnaires, and study literature in various scientific books and journals were carried out to obtain data. Data analysis techniques include interview transcripts, coding, reduction, analysis, interpretation and triangulation used Nvivo 12. Findings: It can be concluded that the steps that should be taken by Kampung Cabe to build a strong place branding are to redefine the identity of the values and products that the Kampung Cabe tourism village wants to convey. Then, increase community participation, and build pentahelix partnerships between government, society, academics, business people, and the media. Limitation: The limitation of this research is that part of the research process was carried out during the covid 19 pandemic. So that some interviews and data can only be collected online. Contribution: In general, the results of this study can contribute to the development of marketing management science, especially in the development of destination branding for areas that have poverty problems backgrounds. And specifically the results of this study can be used as a guidence for the community of Kampung Cabe to build its strong place branding. Keywords: Tourism village; branding, place branding.

Item Type: Article
Subjects: H Social Sciences > HB Economic Theory
Depositing User: Muhammad Khusnan Hadi
Date Deposited: 18 Jul 2022 11:45
Last Modified: 18 Jul 2022 11:45
URI: http://repository.unpam.ac.id/id/eprint/10098

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