Abstract
The purpose of this study is to analyze how the tourism village brand strategy in Bali can strengthen the village’s image. The methods are descriptive qualitative (interviews) and quantitative (survey). Eight key informants who are involved in managing the tourism village were interviewed. The sampling technique for the survey was purposive, involving 126 tourists who have visited the tourism villages. Thematic analysis was conducted for the qualitative data; whereas, multiple linear regression was used to analysed the quantitative data. The findings are brand equity and conceptual branding strategy in tourism village have been implemented, however, they need to be optimalized to strengthen the village tourism’s image. The finding from the quantitative data shows that the brand relationship significantly strengthens the image of the tourism village. This research implies that there is a necessity for tourism villages in Bali to design and implement more specific branding methods and set specific purposes so that the new positioning will distinguish them from their competitors and hence, directly strengthen the image.
Highlights
Village tourism is a form of tourism activity where a small group of tourists have the opportunity to live and experience the life of the local environment (Inskeep, 1991)
4.2 Branding Tourism Village In Bali As the key informant of this study, tourism village managers explain that tourism villages in Bali do not yet have a specific brand
The survey results show that Pengelipuran is the most popular tourism village, which has been utilizing its natural architecture of the historical heritage as the specific branding strategy
Summary
Village tourism is a form of tourism activity where a small group of tourists have the opportunity to live and experience the life of the local environment (Inskeep, 1991). One of them is through the Ministry of Tourism and Creative Economy (Kemenparekraf), which seeks to encourage the development of tourism villages as a strategy to revive the economy (kemenparekraf.go.id, 2021). (RPJMN), which is related to the improvement and management of destinations in rural areas as an effort to encourage the formation of tourism villages (Tarigan, 2020). It explains the obligation for developing a tourism village in a district scope, as long as it has the competence to support the operation
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