Its function is to strengthen the memorable memories of a destination experience. Destination branding is built on several factors, such as history, art, culture, politics, geography, and the government and stakeholders help in sharpening the brand.
A destination brands complexity is divided into four categories [35]: natural conditions, political, economy, and people. Marcello Risitano Ph. Brand culture, which is how destination branding can reflect the characteristics of a destination based on cultural aspects of the community or society beliefs, traditions, rituals, etc.
Brand character, related to the promise of a destination in providing its experiences, such as integrity, trustworthiness, and honesty. Brand personality, how a destination is likened to a human personality in everyday life: down-to-earth, cheerful, have a good imagination, high class, have an adventurous soul, and many more.
Brand name, which must be unique, easy to pronounce, and easy to remember. Usually, the destinations that are ready to market their products use specific words in their brand. Brand logos symbols , which, in a destination branding, define the strength of a destination through a visual appearance, such as the beauty of the destination, famous monuments, unique traditions, and others.
Not only in the form of pictures but the type of font and the color are also included in the brand logos and symbols. Brand slogan tagline , that are needed to communicate the brand in a more persuasive way to attract visitors. The type of this research is qualitative descriptive research. Qualitative descriptive research produces descriptive data in the form of written or spoken words from people and observable behavior [37].
Qualitative research methods rely on the description of the primary data supported by the secondary data. The qualitative research method is used to better understand of the phenomena from the psychological aspect, behavior, attitude, responses, opinions, feelings, desires, and expectations of a person or group [38].
Qualitative research methods aim to explain the depth of a phenomenon through data collection. Researchers are an integral part of the data; it means that researchers are actively involved in determining the desired type of data. Thus, researchers have to be directly involved in the field, making this type of research subjective Kriyantono, Qualitative methods are known with several research methods: focus group discussion FGD , in-depth interview, observation, and case study Kriyantono, The researcher collects the data by observing and interviewing [37].
Thus, selected respondents were interviewed by in-depth interviews to explore certain descriptive studies. Non- participant observation might have been done to investigate events the process of events. Describing and analyzing the dat based on real conditions became the focus of this study. A conclusion was drawn in the form of a general understanding of those facts.
There is an object of research, something that the researcher observed very deeply, such as activity, people, and certain places. The object of this research is Labuan Bajo. There are also the research subjects who are the source of data to collect the information regarding to the research problem. Sources of data are the subjects from which the data were collected. In this study, subjects who have the parameters can reveal the problem and enable the data collection.
The subject of this research is BOPLBF, a public service agency that is designed as a particular institution to accelerate the development of Labuan Bajo as one of Indonesias super- priority tourism destinations.
Not only Labuan Bajo, but there are also several tourist destinations in Flores island that can be visited by tourists. One of them is the Wonder of the World, Komodo. The national park of Komodo is the main attraction that presents Eastern Indonesia exotic animals. Labuan Bajos status has increased as a world-class destination. Massive development was also carried out to emphasize Labuan Bajo as a super-priority destination. Various additional facilities were built to support tourist convenience.
Labuan Bajo, located in West Manggarai Regency, East Nusa Tenggara, has many tourist attractions, where the tourists can enjoy the complete packages from marine tourism to the beautiful views from the top of a magnificent hill. Labuan Bajo has an extraordinary development after changing its status that makes a very positive growth every year with the increasing number of tourists.
Many factors were driving the increasing flow of tourist visits, including the massive promotion of Labuan Bajo tourism. The development of attractions, amenities, and accessibility is continuously carried out to have a positive impact. Labuan Bajo has become a tourism gateway in East Nusa Tenggara to increase its residents economy and welfare.
Labuan Bajo has various potential destinations and has an attractiveness for its tourism. Currently, the Indonesian Ministry of Tourism and Creative Economy and Badan Otorita Pariwisata Labuan Bajo Flores is transforming Labuan Bajos potentials into superior quality products, in which sustainability principle must be considered. In optimizing the potential of Labuan Bajo and other tourist areas in Flores Island, collaboration with various parties is needed. Collaboration is carried out to generate tourists trust, so they can return to visit Flores.
East Nusa Tenggara Province Department of Tourism, central government, the Ministry of Tourism and Creative Economy of the Republic of Indonesia collaborate with local stakeholders to become a supporting factor in implementing several. With the previous place branding, Enchanting Labuan Bajo, which is made by East Nusa Tenggara Department of Tourism and Ministry of Tourism and Creative Economy in , it is possible to combine the previous place branding with super- priority destination that currently held by Labuan Bajo.
Place branding can be used to show the iconic of Labuan Bajo as enchanting tourism. Place branding Enchanting Labuan Bajo is support-based for branding Labuan Bajo as super-priority destination.
Those branding will generate a strong positive image in the tourists and public minds if both Enchanting Labuan Bajo and super-priority destination can be promoted well. The combination of place branding Enchanting Labuan Bajo and super-priority destinations can differentiate Labuan Bajo from the other places or tourism. Therefore, the main target of the implementation of place branding will be achieved.
The income that is received by the local area will increase, and the tourism area of Labuan Bajo will become an exclusive tourist area by providing enchanting and super- premium destinations.
It is expected that tourists can extend their length of stay, because the aim is not only to increase the number of tourists who visit Labuan Bajo, but also to increase their length of stay. Figure 1 In the last three years, the tourist visits in Labuan Bajo show a significant increase during In , the number of domestic tourists reached 47, people, and the number of foreign tourists reached 69, people.
So, the total number of visits to Labuan Bajo in was , tourists. Meanwhile, in , domestic tourists reached 77, people, and the number of foreign tourists reached , people. The tourists that come want to see the giant lizard whose natural habitat only exists on Komodo Island, East Nusa Tenggara. The number of factors that have encouraged an increasing flow of tourist arrivals to include the massive promotion for Labuan Bajo and the National Park of Komodo.
Besides, direct flight services from various regions such as Jakarta, Surabaya and Bali to Labuan Bajo also support the flow of visits. The position of Labuan Bajo becomes a starting point to visit the National Park of Komodo so that it exposes the National Park of Komodo as one of its main attractions. The existence of ancient giant lizards or komodo population spread on Komodo Island is a powerful magnet.
The potential wealth of ecotourism in Labuan Bajo is also the reason for many tourist. Brand logos symbols are used as the identification and differentiation function from other destinations.
The logo defines the strength of Labuan Bajo through a visual display that shows Labuan Bajos icon, komodo, which is a strong captivation in attracting the tourists to visit Labuan Bajo. The position of Labuan Bajo as a tourist gateway has developed this city to be a super-priority destination. The tourism infrastructure urban planning and support must continue so that tourism in Labuan Bajo can transform into the primary sector and contribute to the Indonesian and regional economies.
When the tourism of Labuan Bajo has increased, the peoples economy increases. The development of Labuan Bajo as super-priority destination supports the quality of tourists who come to visit.
In promoting Labuan Bajo as a world-class tourist destination, the main focus is to explore its various tourism potentials. The domestic tourism target market is currently being focused on by conducting many promotional activities in collaboration with the Ministry of Tourism and Creative Economy. Also, the process of structuring the tourist areas in Labuan Bajo continues to be developed to advance its area as a premium destination based on 3A elements: accessibility, amenities, and attractions.
Besides, several things were also carried out to develop Labuan Bajo as a super-priority destination, including: 1 industrial and institutional development; 2 identifying and regulating investor who enter Labuan Bajo; 3 implement branding, advertising, and selling.
By carrying out various types of communication in the Labuan Bajo tourism marketing implementation, BOPLBF aims to identify its target market, the various potential customers who might become loyal consumers, and encourage them to return to Labuan Bajo.
The tourism market is influenced by numerous types of information from various channels or media, both online and offline. This might arouse their satisfaction and interest in the tourist destination choices that are provided by Labuan Bajo. BOPLBF has carried out various promotion tools as a form of development and introduction continuation for Labuan Bajo as super-priority destination with exclusive attractions. Labuan Bajo tourism marketing promotion involved the use of communication.
BOPLBF carried out its promotion in various media and communication to picture the state tourism and highlight its destination prospect and potency, attracting its customers to visit Labuan Bajo. This promotion is vital to Labuan Bajo successful marketing as a super-priority. Many channels are also needed as tools for promoting Labuan Bajo as a super-priority destination. The process of implementing the Labuan Bajo branding strategy as a super priority destination is related to important aspects of marketing communications to increase tourist interest and visits, as stated by the OECD in the OECD book Tourism Trends and Policies The Labuan Bajo Flores Tourism Authority Agency seeks to build the image of Labuan Bajo as a super priority or premium destination so that it will further increase tourists or visitors visiting Labuan Bajo by carrying out various ways in tourism marketing communications, including:.
BOPLBF carried out the promotional activities by using printed promotional media in leaflets, posters, and banners. BOPLBF promoted Labuan Bajo tourism using printed media to promote the existing natural object potentials and make it easier for tourists to determine which objects they would like to visit. The use of printed promotional media is also carried out when BOPLBF holds certain events to introduce and highlight the tourism destinations in Labuan Bajo.
The campaign is currently rindulabuanbajo intending to create a sense of nostalgia or the missing — Labuan Bajo feeling and attract the attention of the potential tourists to have a curiosity to visit Labuan Bajo. Social media and digital platforms for their campaign effectively connect directly with the target market and have engagement with their potential tourists. Social media and digital media are used to share some information related to events or place destinations by creating various contents in every social media of Labuan Bajo tourism.
Some digital posters and online articles are published. All links related to the information of Labuan Bajo tourism are listed in every existing content, so that all the people and users can directly connect to the main information. Internet marketing is carried out through the official website to promote all tourism potential, accessed at labuanbajoflores.
Through labuanbajoflores. Through its official website, BOPLBF makes an effort to establish communication with its potential customers directly. The personal selling program emphasizes dyadic communication, which is reciprocal communication. This creates the possibility of designing a more specific and customized message, more personal communication, and the collection of direct feedback from potential tourists.
East Nusa Tenggara tourism industry exhibition was held in two cities, which were Jakarta and Surabaya. There were events in the exhibition to explain East Nusa Tenggara provinces potential tourism and culture.
The goal is to build a positive image of Labuan Bajo as a super-priority destination. BOPLBF has carried out various ways in building the image of Labuan Bajo as a premium class destination in the minds of tourists and potential tourists by carrying out various activities; building relations with the media and external stakeholders; carrying out social activities that can lead the public opinion to have a positive impression of BOPLBF.
The objective of this master plan is to develop sustainable tourism. The master plan was expected to follow the tourism trend and. Terbit21 menyediakan banyak film dari Hollywood, Korea Selatan, Jepang, Indonesia dan lain sebagainya.
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