PERSEPSI PELAKU PASAR PARIWISATA TERHADAP UNSUR-UNSUR PEMBENTUK CITRA DESTINASI (CITY BRANDING KOTA SEMARANG)

• Main Authors: , asmarani februandari, , Prof. Ir. Wiendu Nuryanti, M.Arch., Ph.D
• Format: Theses and Dissertations NonPeerReviewed
• Published: [Yogyakarta] : Universitas Gadjah Mada 2012
• Subjects: ETD
• Online Access: https://repository.ugm.ac.id/100001/; http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=56335
• Institution: Universitas Gadjah Mada

Semarang is one of Central Java tourism gate, besides other gates namely Yogyakarta and Surakarta. However, many tourists are more interested in visiting Yogyakarta and Surakarta rather than Semarang. This is because Yogyakarta and Surakarta have clear destination image (iconic). Meanwhile, although Semarang already has a city branding namely �Semarang Pesona Asia� but still does not have a clear destination image. This research aims at determining the perception of the tourism market on the destination image of Semarang and to identifying the elements which can be used to develop the city branding. This research use mix qualitative and quantitave method and has 100 tourists and six travel agents for respondents. The result of the questionnaire is further described on the tourism market perception on image of Semarang as a tourism destination and the elements that can form city branding of Semarang. The result showed that the image of Semarang as a tourism destination are unique, inexpensive, and suitable for young people. The uniqueness of Semarang lies on the diversity of culture and society. While the suitable elements for forming Semarang city branding are �unique�, �culinary�, �old town�, �heritage�, �cheap�, �friendly�, �young people�, and �cultural diversity�.