Destination Branding Strategy in Hexa-Helix Model: Case Study on Ciletuh-Pelabuhanratu Geopark Tourism Destinations in Maintaining Unesco's Assessment

Abstract

This study discusses the efforts of Hexa-Helix actors in forming a destination branding strategy at the Ciletuh-Palabuhanratu Geopark tourist destination which is now the Unesco Global Geopark Ciletuh-Palabuhanratu to maintain the assessment from Unesco, one of the validation results is a promotion to increase the number of visitors through communicating the advantages of Geopark Ciletuh-Palabuhanratu which consists of three elements of harmony, namely Biodiversity, Geodiveristy and Culturdiversity. Researchers identify the role of each Hexa-Helix actor based on their respective duties, because the helix studied has an important contribution in building the sustainability of the Ciletuh-Palabuhanratu Geopark tourist destination as a Unesco Global Geopark. This research uses a type of qualitative research using a post-postivism paradigm approach and case studies. Data collection techniques used are interviews, observation, literature study and documentation. Hexa-helix actors consisting of academics, business owners, communities, government or governing bodies, media and visitors. Each helix interacts with each other so as to form a communication to improve the construction of facilities, improve services, carry out promotional activities, play a role in every event and hold training for the local community to become part of the development of the economic and social sector.