Analisis Strategi Branding Ijen Geopark dalam Meningkatkan Daya Saing Kawah Ijen di Kancah Global

Zulkifli, Rifki Saddam (2025) Analisis Strategi Branding Ijen Geopark dalam Meningkatkan Daya Saing Kawah Ijen di Kancah Global. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Branding pariwisata adalah sebuah strategi untuk membangun identitas dan citra yang khas bagi suatu destinasi wisata. Penelitian ini menganalisis implementasi branding Ijen Geopark dalam meningkatkan daya saing Kawah Ijen di kancah global. Penelitian ini menggunakan metode kualitatif dengan pendekatan studi kasus dan memadukan wawancara mendalam, observasi lapangan, dan telaah dokumen. Fokus penelitian ini terkait implementasi strategi branding Ijen Geopark, implementasi strategi Ijen Geopark dalam meningkatkan citra Kawah Ijen sebagi destinasi wisata unggulan nasional dan internasional, dan faktor pendukung dan penghambat implementasi Ijen Geopark. Hasil penelitian menunjukkan implementasi strategi Ijen Geopark yang berfokus pada citra edukasi dan program kolaborasi dengan perguruan tinggi untuk mengembangkan Ijen Geopark. Ijen Geopark memosisikan dengan keunikan Blue Fire menjadi pembeda dengan destinasi wisata lainnya. Namun strategi marketing dan komunikasi yang dilakukan Ijen Geopark masih belum optimal dengan tidak adanya strategi khusus melalui media sosial. Strategi branding Ijen Geopark yang dirasakan oleh wisatawan baik domestik maupun internasional belum dirasakan sebagai wisata yang edukatif namun keberadaan Blue Fire menjadi daya tarik utama untuk berkunjung. Brand positioning yang dilakukan oleh Ijen Geopark sudah dijalankan dengan baik dikarenakan wisatawan melihat pembeda dengan destinasi lainnya dikarenakan adanya Blue Fire. Strategi marketing dan komunikasi yang dirasakan oleh wisatawan lebih banyak dipengaruhi oleh media sosial jasa open trip dan rekomendasi dari teman bukan berasal media media sosial utama milik Ijen Geopark. Faktor pendukung yang dimiliki seperti Blue Fire, dukungan stakeholder, status UNESCO Global Geopark, dan kontribusi masyarakat lokal menjadi daya dorong untuk strategi implementasi Ijen Geopark. Namun faktor penghambat yang dimiliki seperti eksklusivitas Blue Fire, disharmoni antar stakeholder dan kurangnya framework branding menjadi perhatian khusus agar strategi branding dapat lebih optimal lagi.
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Tourism branding is a strategy to build a distinctive identity and image for a tourist destination. This research analyzes the implementation of the Ijen Geopark branding in enhancing the global competitiveness of Kawah Ijen. This study uses a qualitative method with a case study approach, combining in-depth interviews, field observation, and document analysis. The focus of this research relates to the implementation of the Ijen Geopark branding strategy, its role in improving the image of Kawah Ijen as a leading national and international tourist destination, and the supporting and inhibiting factors of its implementation. The results show that the Ijen Geopark strategy focuses on an educational image and collaborative programs with universities to develop the geopark. Ijen Geopark positions itself with the unique "Blue Fire" as a differentiator from other destinations. However, the marketing and communication strategy carried out by Ijen Geopark is not yet optimal, lacking a specific strategy for social media. The branding strategy, as perceived by both domestic and international tourists, is not yet felt as an educational experience; instead, the Blue Fire remains the main attraction for visitors. The brand positioning by Ijen Geopark has been well-executed, as tourists see it as different from other destinations due to the Blue Fire. The marketing and communication that reach tourists are more influenced by the social media of open trip services and recommendations from friends rather than from Ijen Geopark's official social media channels. Supporting factors such as the Blue Fire, stakeholder support, the UNESCO Global Geopark status, and the contribution of the local community serve as driving forces for the implementation strategy. However, inhibiting factors like the exclusivity of the Blue Fire, disharmony among stakeholders, and the lack of a branding framework require special attention for the branding strategy to be more optimal.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Branding Pariwisata, Ijen Geopark, Kawah Ijen, Citra destinasi, Blue Fire, Branding Tourism, Ijen Geopark, Kawah Ijen, Destination Image, Blue Fire.
Subjects:	A General Works > AS Academies and learned societies (General) A General Works > AS Academies and learned societies (General) H Social Sciences > H Social Sciences (General) H Social Sciences > HN Social history and conditions. Social problems. Social reform
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Developmental Studies > 60201-(S1) Undergraduate Thesis
Depositing User:	Rifki Saddam Zulkifli
Date Deposited:	23 Jul 2025 02:44
Last Modified:	23 Jul 2025 02:44
URI:	http://repository.its.ac.id/id/eprint/120673

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