Abstract
Tourism nowadays is entering a new era. Recent years, tourism is the best bussiness in many countries. This research discusses about The branding strategy analyzed using STP theory (Segmentation, Targeting and Positioning) on Wonderful Indonesia campaign. This campaign is the Leading Campaign for Indonesia tourism in International level. Data collection was obtained from observation, books and interview. The result obtained from STP analysis theory can be used to develop branding strategy in wonderful indonesia campaign. The innovation is founded in tourism and development of tourism product like village and religion tourism can be applied in Indonesia tourism. Within positive development in this campaign, Indonesia is expected able to compete with the other ASEAN countries while AFTA and MEA policy applied in 2015.
Highlights
Indonesia is an country with archipelago and wide-spread seas, from Sabang to Merauke
In regard to the aformentioned background and formulation of the problem, researchers sought information from interviews and observations during the study. This is performed to answer the purpose of this study, which is to determine the identification of the persuasive message from Wonderful Indonesia campaign compiled by Branding Division of Ministry of Tourism in accordance with the goal of achieving 12 million of foreign tourists in 2015
Guilt explain in the table, it can be seen that Branding Division of Indonesia Ministry of Tourism has appropriately identified a persuasive message for foreign tourists, but there is “guilt” as an obstacle in the given message
Summary
Indonesia is an country with archipelago and wide-spread seas, from Sabang to Merauke. Indonesia is growing to be one of traveling destinations, but not entirely exposed well. In 1992 the Indonesian government launched a campaign program to introduce the truly Indonesian tourism to the world. One point that should be improved in Indonesian tourism is that promotion. In favor of gaining tourism potential, the government should take a good strategy. Indonesian government should adopt promotion as a tourism branding strategy. This is one of effective communication and a fast way to increase and expose Indonesia tourism
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