Abdulloh, Ahmad Syahid (2020) PERANCANGAN DESTINATION BRANDING KAWASAN CAGAR BUDAYA TROWULAN SEBAGAI UPAYA MENINGKATKAN BRAND AWARENESS. Other thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Trowulan merupakan kawasan yang telah ditetapkan sebagai Kawasan Strategis Pariwisata Nasional serta Destinasi Pariwisata Nasional (DPN) sebagai kawasan wisata budaya dan sejarah. (RIPP Nasional, 2010-2025). Sebagai sebuah kawasan yang fenomenal dalam sudut pandang sejarah perkembangan Indonesia, Trowulan menyimpan banyak kekayaan budaya yang dapat digali lebih dalam, baik kekayaan budaya yang berwujud atau tangible heritage maupun kekayaan budaya yang tidak berwujud/intangible heritage. Trowulan sebagai sebuah destinasi wisata budaya memerlukan sebuah strategi destination branding untuk mensinergikan dan meningkatkan awareness wisatawan lokal maupun mancanegara akan potensipotensi yang ada secara jelas dan terarah. Berdasarkan fenomena tersebut, maka dibuatlah sebuah perancangan destination branding untuk dapat meningkatkan brand awareness dari pariwisata di Kawasan Cagar Budaya Trowulan ini. Metode penelitian diawali dengan studi eksisting yang meneliti implementasi branding di Kawasan Cagar Budaya Trowulan sebelumnya dan dilanjutkan dengan studi eksperimental desain untuk membuat konsep dan implementasi desain. Selain itu depth interview juga dilakukan bersama Praktisi Branding yang berfokus pada evaluasi konsep desain serta Perwakilan Disporabudpar Kabupaten Mojokerto yang berfokus pada pembahasan implementasi dan evaluasi luaran desain. Perancangan ini menghasilkan luaran berupa strategi destination branding yang meliputi visual identity yang terintegrasi, strategi pengembangan brand, serta aktivasi brand pada event dan media sosial. Visual identity menghasilkan rekomendasi sistem visual yang terintegrasi meliputi logo, tagline, key graphic, gaya copywriting, maskot, serta implementasi desain. Sedangkan strategi pengembangan brand menghasilkan rekomendasi alur program branding yang di implementasikan pada Candi Bajang Ratu sebagai sampel. Ada pula aktivasi brand pada event dan media sosial akan berfokus untuk mengangkat keunikan serta menyebarkan awareness Kawasan Cagar Budaya Trowulan melalui rangkaian event dan aktivasi program sosial media. Dampak dari terciptanya rekomendasi visual dan strategi branding ini telah berhasil di terima oleh stakeholder terkait yakni Dinas Pemuda Olahraga Kebudayaan dan Pariwisata Kabupaten Mojokerto sebagai rekomendasi pengembangan Kawasan Cagar Budaya Trowulan kedepan.
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Trowulan is an area that has been designated as a National Tourism Strategic Area and National Tourism Destination (DPN) as a cultural and historical tourism area. (National RIPP, 2010-2025). As a phenomenal area in terms of the historical development of Indonesia, Trowulan has a lot of cultural wealth that can be explored deeper, both tangible heritage and intangible heritage. Trowulan as a cultural tourism destination requires a destination branding strategy to synergize and increase the awareness of local and foreign tourists about the existing potentials in a clear and directed manner. Based on this phenomenon, a destination branding design was made to increase its brand awareness. The research method begins with an existing study that examines the previous implementation of branding in the Trowulan Cultural Heritage Area. The process continues with an experimental design study to conceptualize and implement the design. In addition, depth interviews were also conducted with Branding Practitioners who focused on evaluating design concepts and representatives of Disporabudpar of Mojokerto Regency who focused on discussing implementation and evaluating design outputs. This design produces an output in the form of a destination branding strategy that includes an integrated visual identity, brand development strategy, and brand activation for events and social media. Visual identity produces an integrated visual system recommendation including logo, tagline, key graphic, copywriting style, mascot, and design implementations. Meanwhile, the brand development strategy creates a recommendation flow of branding programs which was implemented at Bajang Ratu Temple as a sample. There is also brand activation for events and social media that will focusing on raising the uniqueness and spreading the awareness of Trowulan Cultural Heritage Area through a series of events and activation programs in social media. The impact of these visual recommendations and branding strategies has been successfully received by the stakeholders, namely the Department of Youth, Sports, Culture and Tourism of Mojokerto Regency as a recommendation for future development of the Trowulan Cultural Heritage Area.
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | Destination Branding, Kawasan Cagar Budaya Trowulan, Brand Awareness, Kabupaten Mojokerto, Destination Branding, Trowulan Cultural Heritage Area, Brand Awareness, Mojokerto Regency. |
| Subjects: | N Fine Arts > N Visual arts (General) For photography, see TR |
| Divisions: | Faculty of Architecture, Design, and Planning > Visual Communication Design > 90241-(S1) Undergraduate Thesis |
| Depositing User: | AHMAD SYAHID ABDULLOH |
| Date Deposited: | 31 Aug 2020 03:22 |
| Last Modified: | 28 Dec 2023 13:32 |
| URI: | http://repository.its.ac.id/id/eprint/81534 |
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