Budianti, Amilah Dita (2016) Strategi Pengembangan Pariwisata Melalui Konsep City Branding (Studi Pada Kantor Badan Perencanaan Pembangunan Daerah Dan Dinas Perekonomian Dan Pariwisata Kabupaten Tuban). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini mengangkat tentang konsep city branding yang diterapkan oleh pemerintah Kabupaten Tuban dalam pengembangan pariwisata, khususnya wisata religi dengan city branding “Tuban Bumi Wali”. Permasalahan yang diangkat menyangkut strategi branding yang dilakukan oleh Pemerintah Kabupaten Tuban guna memperbaiki citra daerah dan meningkatkan jumlah kungjungan wisatawan. Penelitian ini menggunakan penelitian deskriptif dengan pendekatan kualitatif, serta menggunakan teori ilmu administrasi publik, teori strategi, teori branding dan teori pariwisata. Fokusnya adalah strategi pemerintah Kabupaten Tuban dalam membangun city branding untuk pengembangan pariwisata.Lokasi penelitian adalah Kabupaten Tuban dengan situs di Kantor Badan Perencanaan Pembangunan Daerah dan Dinas Perekonomian dan Pariwisata Kabupaten Tuban. Sumber data berasal dari sumber data primer dan data sekunder. Teknik pengumpulan data dilakukan dengan wawancara, observasi, dan dokumentasi dengan menggunakan peneliti sebagai instrument utama. Sedangkan data yang diperoleh dianalisa menggunakan model analisa data Miles and Huberman. Hasil penelitian ini menunjukkan, bahwa strategi branding yang diterapkan oleh pemerintah Kabupaten Tuban meliputi beberapa tahap; mapping survey dengan elemen brand identity, brand positioning, dan brand image, kemudian competitive analysis, blue print dengan elemen nama, logo, tagline (slogan), dan brand story, dan yang terakhir adalah implementation dengan elemen consistency, clarity, continuity, visibility, authenticity. Akan tetapi masih belum ada penjelasan lebih lanjut bagaimana city branding tersebut akan dijalankan serta belum adanya peraturan yang jelas atau legal formal yang dikeluarkan pemerintah untuk menguatkan city branding dan keberlanjutan city branding apabila terjadi pergantian struktur pemerintahan. Secara normatif, perlu adanya aturan tertulis tentang city branding “Tuban Bumi Wali” sebagai acuan pelaksanaan branding untuk pengembangan pariwisata maupun pembangunan daerah Kabupaten Tuban. Selain itu, guna menarik wisatawan dan pengembangan pariwisata di Kabupaten Tuban, perlu diadakan sebuah inovasi pariwisata berupa program paket wisata yang menggabungkan beberapa objek wisata dalam satu kali periode berwisata.
English Abstract
This research raised about the concept of city branding applied by the regency government Tuban in the development of tourism, especially religius tourism with city branding “Tuban Bumi Wali". The issue raised concerns to branding strategy conducted by the regency government Tuban to mend image of the regions and increase the number of tourism. This research using descriptive research with qualitative approach, using theory of public administration, theory of strategy, theory of branding and the theory of tourism. Which focuses is the regency government Tuban strategy in building city branding to development of tourism. The research location is Regency of Tuban with the site in Regional Development Planning Office and Economic and Tourism District Offices Tuban. The source of data which from primary and secondary data. Data collection techniques conducted by interview result, observation and documentation with using researchers as the main instrument. While the data obtained were analysed by Miles and Huberman Model. The research result showing that strategy branding applied by the regency government Tuban included several other stege; mapping survey with an element brand identity, brand positioning, and the brand image, then compeitive analysis, blue print with an element name, logo, tagline, and brand story, and the last was implementation with an element of consistency, clarity, continuity, visibility, and authenticity. However there is no further details how the city branding would be run as well as the lack of regulations that clear or formal legal issued by the government to strengthen city branding and sustainability city branding if there is any the turn of the structure of government. Normatively, there sould have been written about the rules of Tuban Bumi Wali city branding as a reference the implementation of branding to the development of tourism. In addition, in order to attract tourist and development tourism in regency of Tuban, should be created an innovation tourism of tourism package program that combine several tourism destinations in once traveled period.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2016/740/ 051609454 |
| Subjects: | 300 Social sciences > 351 Public administration |
| Divisions: | Fakultas Peternakan > Peternakan |
| Depositing User: | Kustati |
| Date Deposited: | 29 Sep 2016 10:49 |
| Last Modified: | 11 Jan 2022 03:12 |
| URI: | http://repository.ub.ac.id/id/eprint/119097 |
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