#TITLE_ALTERNATIVE#

• Main Author: BOB M. SITUMORANG (NIM 29106004), DOHAR
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/7681
• Institution: Institut Teknologi Bandung

PT. XYZ is Mansalaar island tour destination developer corporate in North Sumatra. Development strategy in this area is based on the principal of ecotourism. Mansalaar offers some tourism activities which are a responsible travel to natural areas that conserves the environment and improves the welfare of local people. One of the advantages of Mansalaar Island is the unique concept that makes it as the one and only 'Sculpture Island' in the world. The sculptures that placed underwater are also functioned as the home for the fish in the sea around the island, beside its high value as the artwork. A marketing strategy is needed to introduce Mansalaar to the customers. The strategy will be succeeded if it was supported by a strong brand, which can reveal mind and bring sensation to every ecotourism lover, so that they make a decision to visit Mansalaar. <br /> <br /> <br /> <br /> <br /> <br /> <br /> Customers' needs and expectations play major role in the destination choosing process. If customers did not have enough information and assumed that a destination could not fulfill their needs and expectations, then tourism services consumption would not be happened. Mansalaar's targeted customer, generally do not have enough information, both about ecotourism and Mansalaar as ecotourism destination. A research has been done in order to build a strong brand for Mansalaar. The focus group discussion and in-depth interview results described that Mansalaar branding strategy must create positive brand awareness and brand image, through qualified services that can fulfill customers' needs and expectations. Natural disaster is the obstacle that can hinder customers' intention to visit Mansalaar, beside the customers' perspective. <br /> <br /> <br /> <br /> <br /> <br /> <br /> Analysis of problems and few solving alternatives resulted three solutions. First solution is to build brand identity that can deliver the vision, mission, and value of the corporate to the customers. Second solution is to do internal branding, so that every person who involved in the Mansalaar management know the corporate's value and culture, turn into behavior, and pass it on in the right way to the customers. Internal branding also encourage people to think innovative and be creative, in order to raise the sustainable brand quality. XYZ and government work together, in promotion activities, transportation, and natural disaster management system, are the third solution. <br />