City Branding of Nusa Tenggara Timur through the Video Narration Exotism of Sabu Island

Benedicta Yovi Claudia,Ignatius Cahyanto,Rustono Farady Marta

doi:10.31315/jik.v18i2.3518

Benedicta Yovi Claudia, Ignatius Cahyanto + Show 1 more

Open Access

https://doi.org/10.31315/jik.v18i2.3518

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Abstract

East Nusa Tenggara (NTT), as one of the provinces with great tourism potential, applies city branding as a new tourism territory. This study aims to analyze (1) the meaning of the tourism promotion video Exotism of Sabu Island NTT in more depth and detail and (2) how the information messages conveyed in the tourism promotion video helped to advance the city branding of East Nusa Tenggara. This research employed a qualitative description method using Fisher's narrative paradigm, which consists of an analysis of the coherence and fidelity aspects of the narrative. The results showed that the video narrative Exotism of Sabu Island NTT has been successful in promoting East Nusa Tenggara as a new tourism territory through effective city branding. This video highlights Sabu Island, with its rich historical exoticism, landscape, and diversity of local cultural wisdom, as part of the East Nusa Tenggara province's tourism program. The main message conveyed in this video is the excellence of Sabu Island tourism, namely the exoticism of history, landscape, and diversity of local cultural wisdom. This video incorporates aspects of coherence and fidelity of the narrative that are appropriate and effective at city branding. The substance of this research provides new proposals regarding regional tourism city branding policies uploaded through promotional videos by applying the aspects of coherence and accuracy.

Highlights

Since 2015, Indonesia’s Ministry of Tourism has set ambitious targets in the tourism sector of 20 million foreign tourist arrivals in 2020, with 50% of the targeted visits directed at tourist destinations outside Bali (Fikri, 2019)
The city branding effort by the East Nusa Tenggara provincial government has the support of various parties both from the tourism ministry, the local private sector, to various media
Based on the results of the analysis and discussion of this study, it is known that the video narrative "Exotism of Sabu Island NTT" has been able to represent the city branding of East Nusa Tenggara as a new tourism territory

Summary

Introduction

Since 2015, Indonesia’s Ministry of Tourism has set ambitious targets in the tourism sector of 20 million foreign tourist arrivals in 2020, with 50% of the targeted visits directed at tourist destinations outside Bali (Fikri, 2019). The main target of the Ministry of Tourism of the Republic of Indonesia from 2015-2019 was to improve the ranking of Indonesian tourism, especially in terms of the number of tourists, both local and international. The main objective of implementing this target is to develop tourism sector investment and improve the welfare of local communities and create jobs through the tourism sector. The tourism sector has been attractive and lucrative for several countries over the past few years. This is evidenced by the emergence of destination branding that prioritizes tourist destinations, city branding that prioritizes the excellence of the city, and the branding of other unique tourism sectors such as culinary, cultural, and natural beauty (Trisakti & Alifahmi, 2018)

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