Wulandari, Destry (2019) Strategi Pengembangan Pariwisata Pulau Bokori menggunakan Konsep Branding. Other thesis, Intitut Teknologi Sepuluh Nopember.
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Abstract
Pulau Bokori merupakan salah satu destinasi wisata alam di Provinsi Sulawesi Tenggara yang direncanakan sebagai destinasi unggulan yang sudah dilengkapi sarana dan prasarana yang dapat menunjang kegiatan wisata. Saat ini pemerintah sedang melakukan promosi, namun kegiatan promosi yang dilakukan belum menggunakan konsep branding yang dapat memberikan kesan ciri khas yang dimiliki oleh Pulau Bokori agar dapat dikenal oleh wisatawan. Maka dari itu, upaya dari penelitian ini adalah merumuskan strategi pengembangan pariwisata Pulau Bokori menggunakan konsep branding. Dalam penelitian ini, peneliti menggunakan dua tahap analisis. Tahapan pertama, mengidentifikasi karakteristik dan mengidentifikasi faktor eksternal komponen branding Pulau Bokori melalui wawancara dengan stakeholder berdasarkan variabel yang telah ditentukan dan melakukan analisis menggunakan metode Content Analysis (CA). Kemudian pada tahapan kedua, merumuskan strategi branding melalui penilaian oleh stakeholder pada faktor-faktor yang dihasilkan menggunakan metode SWOT Analysis dengan tools IFAS EFAS, Diagram Cartesius dan Matriks SWOT. Berdasarkan analisis yang telah dilakukan, strategi branding yang memiliki urgensitas paling tinggi yaitu pertama, brand positioning dengan strategi memperkenalkan Pulau Bokori sebagai salah satu destinasi wisata yang menggunakan sumber energi berkelanjutan dalam menunjang prasarana pariwisata. Kedua, brand personality dengan strategi meningkatkan dan melibatkan masyarakat dalam kegiatan promosi Pulau Bokori dengan mengangkat citra yang dimiliki Pulau Bokori melalui berbagai media. Dan ketiga, brand identifier dengan strategi menggunakan logo dan tagline yang sesuai dengan ciri khas Pulau Bokori. Masing-masing brand terletak pada kuadran I yaitu growth strategy. Dari hasil tersebut, dapat diketahui bahwa Pulau Bokori terletak dalam situasi yang sangat menguntungkan, sehingga strategi branding yang dapat dilakukan yaitu menggunakan kekuatan yang dimiliki dan memanfaatkan peluang yang ada.
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Bokori Island is one of the tourist destinations in Southeast Sulawesi Province which is a leading destination that has been equipped with facilities and infrastructure that can support tourism activities. Currently, the government is doing promotions, but the activities that carried out have not used the branding concept yet, which can provide the special characteristics of Bokori Island to be known by tourists. Therefore, the goal of this study is to formulate the tourism development strategy of Bokori Island using the branding concept. In this study, the researcher used two stages. First, identifying characteristics and identifying external factors of the branding component of Bokori Island by interviewing stakeholders based on variables that have been determined, using the Content Analysis (CA) method as an analysis tool. Second, formulating the branding strategy through stakeholder’s assessment of the factors which resulted by SWOT Analysis method, using IFAS EFAS tools, Cartesian Diagram, and SWOT Matrix as analysis tools. Based on the analysis results, there are three branding strategies have the highest urgency. First priority, brand positioning with the strategy of introducing Bokori Island as one of the tourist destinations that use sustainable energy resources to support infrastructure tourism. Second, brand personality with a strategy of improving and involving the community in the promotion activities of Bokori Island by lifting the image of Bokori Island through various media. And last, a brand identifier with a strategy of using logos and taglines which have a match to the characteristics of Bokori Island. Each brand is located in quadrant I, which is the growth strategy. From these results, Bokori Island is located in a very favorable situation so that the branding strategy that can be done is using the power that owned and taking advantage of the opportunities that exist.
| Item Type: | Thesis (Other) |
|---|---|
| Additional Information: | RSPW 711.4 Wul s-1 |
| Uncontrolled Keywords: | Pulau Bokori, Konsep Branding, Strategi Pengembangan Pariwisata |
| Subjects: | G Geography. Anthropology. Recreation > G Geography (General) > G155 Tourism G Geography. Anthropology. Recreation > GV Recreation Leisure > GV191.66 Outdoor recreation resources planning and management |
| Divisions: | Faculty of Architecture, Design, and Planning > Regional and Urban Planning > 35201-(S1) Undergraduate Thesis |
| Depositing User: | Wulandari Destry |
| Date Deposited: | 15 Apr 2025 08:56 |
| Last Modified: | 15 Apr 2025 08:56 |
| URI: | http://repository.its.ac.id/id/eprint/67611 |
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