PLACE BRANDING STRATEGY FOR DAGO POJOK CREATIVE VILLAGE
Dago Pojok is a village (kampung) located in the north area of Bandung city. The village has natural and cultural tourism potencies which have not been optimally developed. In that area, there is a creative community named Taboo, which goal is to develop Dago Pojok to become a creative village. Crea...
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| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/19291 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Dago Pojok is a village (kampung) located in the north area of Bandung city. The village has natural and cultural tourism potencies which have not been optimally developed. In that area, there is a creative community named Taboo, which goal is to develop Dago Pojok to become a creative village. Creative village is a term they used to define a village that can grow by focusing its capability in creative industry as economic income. Place branding is a marketing activity that supports the creation of destination identity, convey the promise of a memorable travel experience that is uniquely associated with the destination, and serve to consolidate and reinforce the recollection of pleasurable memories of the destination experience. This final project explores the tourism potencies of Dago Pojok Creative Village, identifies the problems that arise in the process, and formulates solution using place branding theory.The methodology covers literature study on creativ tourism, resource-based internal environment analysis, marketing strategy (STP & 7P), place branding, and observation on Dago Pojok condition and tourists’ needs by interview and focus group discussion. This literature study and observation step produces the root of problem which then solved by the formulation of business solution. The results are 4 new competitive advantages (urban farming, performing art, culinary, graffiti wall), new marketing strategy (STP &7P), and place branding strategy which bridges 3 gaps that occur between Dago Pojok Creative Village and their tourists ; identity, performance, and satisfaction gap. This study also generates marketing and finance implementation plan that can help Taboo in digging the tourism potencies of Dago Pojok Creative Village further. |
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