Pengembangan Branding Pariwisata Maluku Berbasis Kearifan Lokal
Tourism is a driver of Indonesia's economic growth to encourage GDP growth, increase the intensity of international trade, and increase global investment. The Maluku government must prepare maximum concrete steps in developing tourism based on local wisdom. This study aims to analyze destinati...
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| Format: | Article |
| Language: | English |
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Department of Communications, Universitas Islam Indonesia
2021-10-01
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| Series: | Jurnal Komunikasi |
| Online Access: | https://journal.uii.ac.id/jurnal-komunikasi/article/view/17917 |
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| _version_ | 1850230853491228672 |
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| author | Noviawan Rasyid Ohorella Edy Prihantoro |
| author_facet | Noviawan Rasyid Ohorella Edy Prihantoro |
| author_sort | Noviawan Rasyid Ohorella |
| collection | DOAJ |
| description |
Tourism is a driver of Indonesia's economic growth to encourage GDP growth, increase the intensity of international trade, and increase global investment. The Maluku government must prepare maximum concrete steps in developing tourism based on local wisdom. This study aims to analyze destination branding based on local wisdom. The research uses a qualitative approach. Data were collected through participant observation, in-depth interviews, and focus group discussions. To enrich the data, the researchers also used data extracted from the documentation. The results showed that the Maluku tourism strategy in carrying out tourism branding based on local wisdom was indicated by the use of the tourism tagline The Spice Islands. In addition, the Maluku government elaborates between tourist attractions and cultural attractions, and strengthens brand
identity and local identity.
Keywords: branding, local identity, local wisdom, tourism.
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| format | Article |
| id | doaj-art-4626cab133954be19a50014f831ebbb9 |
| institution | OA Journals |
| issn | 1907-848X 2548-7647 |
| language | English |
| publishDate | 2021-10-01 |
| publisher | Department of Communications, Universitas Islam Indonesia |
| record_format | Article |
| series | Jurnal Komunikasi |
| spelling | doaj-art-4626cab133954be19a50014f831ebbb92025-08-20T02:03:43ZengDepartment of Communications, Universitas Islam IndonesiaJurnal Komunikasi1907-848X2548-76472021-10-0116110.20885/komunikasi.vol16.iss1.art7Pengembangan Branding Pariwisata Maluku Berbasis Kearifan LokalNoviawan Rasyid Ohorella0Edy Prihantoro1Magister Ilmu Komunikasi, Universitas Gunadarma, Jawa Barat, IndonesiaMagister Ilmu Komunikasi, Universitas Gunadarma, Jawa Barat, Indonesia Tourism is a driver of Indonesia's economic growth to encourage GDP growth, increase the intensity of international trade, and increase global investment. The Maluku government must prepare maximum concrete steps in developing tourism based on local wisdom. This study aims to analyze destination branding based on local wisdom. The research uses a qualitative approach. Data were collected through participant observation, in-depth interviews, and focus group discussions. To enrich the data, the researchers also used data extracted from the documentation. The results showed that the Maluku tourism strategy in carrying out tourism branding based on local wisdom was indicated by the use of the tourism tagline The Spice Islands. In addition, the Maluku government elaborates between tourist attractions and cultural attractions, and strengthens brand identity and local identity. Keywords: branding, local identity, local wisdom, tourism. https://journal.uii.ac.id/jurnal-komunikasi/article/view/17917 |
| spellingShingle | Noviawan Rasyid Ohorella Edy Prihantoro Pengembangan Branding Pariwisata Maluku Berbasis Kearifan Lokal Jurnal Komunikasi |
| title | Pengembangan Branding Pariwisata Maluku Berbasis Kearifan Lokal |
| title_full | Pengembangan Branding Pariwisata Maluku Berbasis Kearifan Lokal |
| title_fullStr | Pengembangan Branding Pariwisata Maluku Berbasis Kearifan Lokal |
| title_full_unstemmed | Pengembangan Branding Pariwisata Maluku Berbasis Kearifan Lokal |
| title_short | Pengembangan Branding Pariwisata Maluku Berbasis Kearifan Lokal |
| title_sort | pengembangan branding pariwisata maluku berbasis kearifan lokal |
| url | https://journal.uii.ac.id/jurnal-komunikasi/article/view/17917 |
| work_keys_str_mv | AT noviawanrasyidohorella pengembanganbrandingpariwisatamalukuberbasiskearifanlokal AT edyprihantoro pengembanganbrandingpariwisatamalukuberbasiskearifanlokal |