BRAND STRATEGY JAWA TIMUR DI MATA INTERNAL STAKEHOLDER DALAM UPAYA MEMBANGUN PROVINCE BRANDING JAWA TIMUR
Province branding is necessity. Needs to be more easily identified, making differentiation that has strong positioning, creating positive perception that the public does not create perceptions (Vandehey, 2006, p.14), the need to raise its potential and market the region to the target market (inve...
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| Format: | Theses and Dissertations NonPeerReviewed |
| Language: | English English English |
| Published: |
2017
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| Subjects: | |
| Online Access: | http://repository.unair.ac.id/67770/1/abstrak.pdf http://repository.unair.ac.id/67770/2/full%20text.pdf http://repository.unair.ac.id/67770/3/TESIS%20EMIL%20FAIZZA.pdf http://repository.unair.ac.id/67770/ |
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| Institution: | Universitas Airlangga |
| Language: | English English English |
| Summary: | Province branding is necessity. Needs to be more easily identified,
making differentiation that has strong positioning, creating positive perception
that the public does not create perceptions (Vandehey, 2006, p.14), the need to
raise its potential and market the region to the target market (investors and
potential investors from home and abroad, domestic and foreign tourists,
community and others). Yeoman (2004, p.118) states "In this, the city-the place
must be seen as the product consumed". The fulfillment of these needs will impact
on reducing poverty and unemployment since the opening of jobs due to the
inclusion of investment and the number of tourist visits. This will mean an
increase in the economic and social welfare of the province.
However, East Java, a large province in Indonesia with the trend of
economic growth each year over the average of the national economy, has
contributed greatly to the economic conditions in Indonesia and has the natural
and human resources support, did not have province branding. Therefore, the
research uses a qualitative methodology with an interpretive approach
(subjectively)-constructivist and collect data by in-depth interviews method of
semi-structured have raised how the brand strategy of East Java in the eyes of
internal stakeholders in an effort to build province branding. As a result, East Java
is industry province with natural and human resources support, has a strategic role
for Indonesia, made the Majapahit heyday as the spirit as well take the values and
make the Bromo Tengger Semeru National Park, Banyuwangi and Gili Iyang as
tourism icon |
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