Membangun Branding Image Kepulauan Riau sebagai Destinasi Wisata Nasional
DOI:
https://doi.org/10.31629/juan.v8i1.1868Keywords:
Branding Image Kepulauan Riau, Destinasi WisataAbstract
Branding Image bukan hanya sekadar merk dan bukan sekedar logo, brand adalah segalanya bagi sebuah produk. Bagi dunia pariwisata, brand juga sama maknanya, namun brand destinasi harus lahir dari filosofi dan nilai-nilai sebuah destinasi serta keunggulan yang unik. Branding Image akan memberi kekuatan kepada destinasi yang direpresentasi bila brand mendapat proses branding yang baik dan konsisten. Akhir-akhir ini eforia pariwisata Indonesia kadang irrasional dan hanya mengandalkan data sesaat, padahal posisi-posisi Indonesia masih jauh dari yang diharapkan. Sebagai brand destinasi, maka brand harus dibangun berdasarkan realitas sosial yang benar di dalam tergambarkan realitas sosial, yaitu culture, personality, name, logo dan symbol Penelitian ini mencoba mengangkat kajian realitas sosial brand destinasi dengan metode narasi, mencoba membandingkannya dengan kondisi Wonderful Kepri, Wonderful Riau Island sampai Welcome to Batam.. Kepulauan Riau memilik banyak potensi sebagai destinasi wisata nasional maupun internasional, hanya saja belum memiliki daya tarik tersendiri untuk dijual. Untuk menunjang dan memiliki daya saing Kepulauan Riau sebagai destinasi wisata perlu ada sebuah brand yang menjadi Citra sebagai destinasi pariwisata. Suatu Branding yang dikombinasikan dari unsur dan budaya daerah di Kepulauan Riau. Kesimpulan bahwa Kepulauan Riau memerlukan suatu brand atau citra sebagai destinasi wisata nsional agar dapat memberikan pesan bagi wisatawan agar tertarik untuk mengunjungi Kepulauan Riau sebagai salah satu alternatif dari 10 besar sebagai destinasi wisata nasional
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