Strategy Strengthening Destination Branding Kampung Thematic Batik Cibuluh Bogor Through Digital Marketing

Diyan Putranto,Marhanani Tri Astuti

doi:10.11594/bacarj.01.02.05

Abstract

In line with the development of tourist villages as a leading program for tourism and the creative economy, Kampung Batik Cibuluh is a tourist town located in Bogor based on community, creative and cultural industries based on local wisdom, which has the potential to improve the economy Of rural communities based on the participation of the people's community. During the Covid-19 pandemic, it is also a challenge for tourist villages to survive and even develop. The purpose of this research is to create a "destination brand" strategy with the development of creative industries and also to strengthen digital marketing in communicating it as part of its attractiveness for tourists to experience the characteristics and characteristics that make it unique and attractive For tourist destinations. The analysis strategy is based on destination branding analysis, as well as strengthening digital marketing as part of branding, as developing messages and promotions. This research methodology uses a qualitative descriptive method, namely SWOT analysis by collecting data using primary data and secondary data through literature studies, research results, media social. Tourist decision-making in choosing a tourist destination is strongly influenced by the strength of the destination branding of the tourist attraction. Digital Marketing as a tool in communicating branding is very important in establishing branding. The collaboration between the government, the tourism industry, the community, the media, and academia (Penta helix) will strengthen the branding of the thematic village of Cibuluh, Bogor.

Highlights

Tourism is one of the leading sectors of the Bogor City Government, according to the Bogor City Tourism and Culture Office, the number of tourists in 2019 has reached 9,160,885 people, of which for domestic tourists there are 8,709,412 people and foreign tourists totaling 8,709,412 people. the rest, namely 451,473 people. (Bogor, 2020)
That the target of tourism development in Bogor City is directed at increasing all tourism potential by increasing the number of domestic and foreign tourist visits, increasing the length of stay of tourists, absorbing the maximum labor force, increasing contributions to PAD and community welfare (Bogor City Regional Secretary, 2016)
As an implementation of the tourism target of the city of Bogor is the establishment of a thematic village with the principle of responsible and sustainable community-based tourism development, with environmental, social and cultural perspective

Summary

Introduction

Tourism is one of the leading sectors of the Bogor City Government, according to the Bogor City Tourism and Culture Office, the number of tourists in 2019 has reached 9,160,885 people, of which for domestic tourists (wisnus) there are 8,709,412 people and foreign tourists (tourists) totaling 8,709,412 people. the rest, namely 451,473 people. (Bogor, 2020). Strategy Strengthening Destination Branding Kampung Thematic Batik Cibuluh Bogor Through Digital Marketing. D, et al, 2021 / Strategy Strengthening Destination Branding Kampung Thematic Batik Cibuluh Bogor Through Digital. That the target of tourism development in Bogor City is directed at increasing all tourism potential by increasing the number of domestic and foreign tourist visits, increasing the length of stay of tourists, absorbing the maximum labor force, increasing contributions to PAD and community welfare (Bogor City Regional Secretary, 2016). As an implementation of the tourism target of the city of Bogor is the establishment of a thematic village with the principle of responsible and sustainable community-based tourism development, with environmental, social and cultural perspective

Objectives

Methods

Results

Conclusion