Arahan Pengembangan Desa Wisata Sendang di Kabupaten Tulungagung Menggunakan Konsep Tourism Branding

Syaharani, Dhifabian Salsa (2023) Arahan Pengembangan Desa Wisata Sendang di Kabupaten Tulungagung Menggunakan Konsep Tourism Branding. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Branding penting bagi pemasaran suatu destinasi wisata karena sebagai alat dalam mengomunikasikan keunikan maupun keunggulan yang dimiliki oleh destinasi wisata untuk membedakannya dari para pesaing. Desa Sendang merupakan desa wisata di Kabupaten Tulungagung. Desa Sendang mempunyai berbagai potensi wisata mulai dari objek wisata bersejarah berupa Situs Mbah Bodho dan Goa Tan Tik Sioe, wisata buatan Ori Green dan Cowindo dengan suguhan pemandangan alam, serta tradisi Siraman Barongan dan Grebeg Wuyen yang masih rutin dijalankan. Meskipun begitu, Desa Sendang belum dapat menonjolkan citra kawasannya dan memiliki popularitas rendah. Potensi tersebut dapat menjadi sebuah identitas dalam memperkenalkan destinasi wisata Desa Sendang secara lebih luas apabila dikemas dengan segala keunikannya. Oleh karena itu, tujuan dari penelitian ini adalah merumuskan arahan pengembangan Desa Wisata Sendang menggunakan konsep tourism branding.
Tujuan dalam penelitian dapat dicapai melalui tiga sasaran dengan tiga tahap analisis. Tahapan pertama yaitu mengidentifikasi faktor-faktor yang mempengaruhi pengembangan Desa Wisata Sendang berdasarkan konsep tourism branding menurut perspektif para stakeholder dengan menggunakan metode analisis delphi. Kemudian, pada tahapan kedua menggambarkan kedudukan objek-objek wisata di Desa Wisata Sendang berdasarkan nilai kemiripan karakteristik tourism branding menggunakan metode analisis multidimensional scaling untuk mengetahui tingkat kinerja branding dari setiap objek wisata di Desa Wisata Sendang. Tahapan terakhir, yaitu merumuskan arahan pengembangan Desa Wisata Sendang berdasarkan konsep tourism branding menggunakan metode analisis deskriptif kualitatif.
Berdasarkan hasil penelitian, didapatkan sepuluh variabel tervalidasi menjadi faktor yang berpengaruh terhadap pengembangan Desa Wisata Sendang berdasarkan konsep tourism branding. Kemudian, didapatkan tiga kelompok yang terbentuk atas kedekatan jarak kedudukan pada pemetaan berdasarkan kemiripan karakteristik tourism branding, mulai dari rendah, sedang, hingga tinggi. Pengelompokkan tersebut menjadi acuan dalam menentukan arahan pengembangan. Di samping itu, juga dirumuskan arahan bagi Desa Wisata Sendang yang dapat mencakup seluruh objek wisata, antara lain mengintegrasikan daya tarik wisata alam dengan desa wisata lain, memperkenalkan kepada publik makna dibalik nama brand, logo, dan tagline saat ini, membuat website blog yang berisikan segala informasi terkait objek wisata dan agenda yang dimiliki, menempatkan signage di sejumlah titik untuk menandai keberadaan objek-objek wisata, serta melakukan kerja sama dengan pihak swasta untuk meningkatkan kunjungan wisata.
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Branding is important for marketing a tourist destination because it is a tool in communicating the uniqueness and advantages possessed by a tourist destination to differentiate it from the competitors. Sendang Village is a tourist village in Tulungagung Regency. Sendang Village has a lot of tourism potential, starting from historical attractions in the form of the Situs Mbah Bodho and Goa Tan Tik Sioe, Ori Green and Cowindo with natural views, Siraman Barongan and Grebeg Wuyen traditions which are still routinely carried out. However, Sendang Village has not yet been able to highlight the image of the area and has low popularity. This potential can become an identity in introducing the tourist destination of Sendang Village more broadly if it is packed with all its uniqueness. Therefore, the purpose of this study is formulating tourism development directives of Sendang Tourism Village using the concept of tourism branding.
The purpose in this study can be achieved through three objectives with three stages of analysis. First, identifying the factors that influence the development of Sendang Tourism Village based on the concept of tourism branding according to stakeholders’s perspective using delphi analysis method. Second, describing the position of tourist objects in Sendang Tourism Village based on the similarity value of tourism branding characteristics using the multidimensional scaling analysis to determine the branding performance of each tourist attraction towards the Sendang Tourism Village. Last, formulating tourism development directives of Sendang Tourism Village based on the concept of tourism branding using a qualitative descriptive analysis.
Based on the results of the study, ten validated variables were found to be factors that influence the development of the Sendang Tourism Village based on the concept of tourism branding. Then, three groups were formed based on the closeness of position distance based on the similarity of tourism branding characteristics, ranging from low, medium to high. The grouping becomes a reference in determining development directives. In addition, directives have also been formulated for the Sendang Tourism Village which can cover all tourist objects, such as integrating the uniqueness of natural tourism with other tourist villages; introduce to the public the meaning behind the current brand name, logo, and tagline; creating a blog website that contains all information related to tourist objects and their agenda, placing signage at a number of points to mark the existence of tourist objects; and cooperating with the private sector to increase tourist visits.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Desa Wisata Sendang, Pengembangan Pariwista, Tourism Branding, Sendang Tourism Village, Tourism Development, Tourism Branding
Subjects:	G Geography. Anthropology. Recreation > G Geography (General) > G155 Tourism H Social Sciences > HT Communities. Classes. Races > HT166 City Planning--Environmental aspects
Divisions:	Faculty of Civil, Planning, and Geo Engineering (CIVPLAN) > Regional & Urban Planning > 35201-(S1) Undergraduate Thesis
Depositing User:	Dhifabian Salsa Syaharani
Date Deposited:	08 Aug 2023 07:50
Last Modified:	08 Aug 2023 07:50
URI:	http://repository.its.ac.id/id/eprint/100690

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