BRANDING DESTINASI WISATA PESONA SUNDA KABUPATEN PURWAKARTA

• Main Author: Kusuma Ayu, Intan
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/70828
• Institution: Institut Teknologi Bandung

Tourism is one of the main sectors that is the pride of Indonesia because of the abundant availability of resources in the tourism sector on various islands by utilizing its natural wealth. The tourism sector in Indonesia is a major factor in creating better development of the economic sector. Supported by the ministry of tourism which issued destination branding from several tourist attractions in Indonesia, motivating local governments to take part in developing the tourism sector by developing their respective regional resources. One of them is Purwakarta Regency which tries to show its charm and regional identity to the community to increase visitor interest in visiting Purwakarta Regency through branding and the use of communication media to achieve community significance for Purwakarta Regency with the concept of Pesona Sunda. This study aims to identify the visual branding program from Purwakarta Regency through the visuals on the logo and related tourism advertisements, find out the text that is applied through branding discourse, and the connections of the spread of the text through the social culture. The approach used in this research is critical discourse analysis. Data analysis was obtained through an interview process with the Head of the Tourism Product Promotion and Development Section in the Tourism and Culture Sector of the Tourism Office of Purwakarta Regency. Based on the research results, the brand identity in the tourism destination branding program in Purwakarta Regency represents the positioning of Purwakarta Regency as "Pesona Sunda" in logo media, advertising videos, and brochures aimed at the public, but the decisions of the Purwakarta Regency government in the branding program do not involve the people. The production and consumption of branding elements associated with the socio-cultural side on the people of Purwakarta Regency are not included in their branding media because the Purwakarta Regency government does not involve the community in the branding program so many people are not aware of this branding program. For this reason, the discourse that appears in this branding program is that the Purwakarta Regency government has the goal of gaining power to gain profits. The results of this study are to provide insight and reference for the Youth Sports and Cultural Tourism Office of Purwakarta Regency as a reference in building potential in the tourism sector and the creative economy.