THE IMPACT OF DESTINATION IMAGE FOR CREATIVE-HUB BUSINESS: CASE STUDY OF BUMI ARSA CREATIVE SPACE

• Main Author: Hadyan Anshari, Rahanandra
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/71649
• Institution: Institut Teknologi Bandung

The development of tourism destinations over time caused a lot of new forms of destination places. One of them is the creation of a creative hub, a place to enable people for collaborating aimed to bring creative people together. In this thesis, the author brings the example of a creative hub located in the Sukabumi which is Bumi Arsa. Bumi Arsa is a form of government and Penta helix provides the best channel for creative collaboration among the local community. Bumi Arsa presence itself is a key factor in developing business opportunities for the millennials around. The purpose of this thesis is to comprehend the perceived destination image and determine the expected destination image of Bumi Arsa. Therefore, this is qualitative research using descriptive methods analysis based on the destination image form framework as the baseline. The data used from this research was collected based on in-depth interviews, focus group discussions, and a literature study with the details of the respondents consisting of Bumi Arsa's internal team and the target market that had never visited the creative hub yet. The analysis used in this study uses internal and external point of view analysis with situation analysis (5C) to map current Bumi Arsa marketing performance, root cause analysis by fishbone diagram to determine the root cause of the business issue, Model of the formation of destination image as the basis of the research design, and destination image attribute to elaborate each factor that will affect the destination image for a creative hub. The findings of this thesis explain that in order to decide the expected destination image for a creative hub using the destination image form framework, a destination needs to manage expectations between the market perspective and internal business team based on the destination image attribute. In order to deep dive into the behavior of the market, a destination also needs to know the end-to-end journey of the customer decision-making process. The proposed main strategy will focus on dividing the strategy into three sequence steps: build up trigger, knowledge deliverable medium, and visitor retaining & maintaining plan while implementing above-the-line and below-the-line marketing plan. The determination of the marketing and brand communication plan strategy aimed to deliver properly to the right target market to make them captivated enough to choose Bumi Arsa as a destination that matches their needs and interest while building up brand trust.