Audrey Irmania Risandi, - (2024) ANALISIS PERSPEKTIF DOMESTIC TOURIST TERHADAP POTENSI PENGEMBANGAN DESTINATION IMAGE “ENJOY JAKARTA”. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Penelitian ini bertujuan untuk menganalisis perspektif domestic tourist yang terlibat dalam industri pariwisata terhadap citra destinasi “Enjoy Jakarta” dan merancang pertimbangan strategi branding pariwisata untuk masa depan. Metode penelitian yang digunakan adalah pendekatan kualitatif dengan teknik pengumpulan data melalui wawancara bersama dengan domestic tourist, observasi, dan desk study. Analisis rumusan masalah satu dan dua dalam penelitian ini difokuskan pada dua kategori utama, yaitu citra afektif dan citra kognitif, dengan indikator berdasarkan pengalaman wisata, daya tarik objek wisata, atmosfer yang dihasilkan oleh slogan “Enjoy Jakarta”, serta evaluasi terhadap lingkungan dan infrastruktur. Selain itu, penelitian ini juga mencakup solusi dan pengembangan branding kota Jakarta untuk masa depan. Data yang terkumpul dianalisis untuk mengidentifikasi perspektif domestic tourist terkait keberhasilan, tantangan, dan potensi pengembangan destinasi branding “Enjoy Jakarta”. Dari hasil analisis, dapat disimpulkan bahwa slogan “Enjoy Jakarta” dianggap kurang relevan oleh sebagian besar domestic tourist dan tidak mencerminkan suasana ‘enjoy’ di kota Jakarta. Dan untuk pertimbangan rancangan branding kota Jakarta di masa depan, pemerintah dapat berfokus pada pengembangan infrastruktur pariwisata dengan memperbaiki dan meningkatkan potensi yang ada di Jakarta sehingga memberikan pengalaman positif bagi wisatawan. Secara keseluruhan, penelitian ini tidak hanya memberikan gambaran tentang perspektif domestic tourist terhadap destinasi pariwisata Jakarta, tetapi juga memberikan landasan yang kuat untuk pengembangan strategi branding yang lebih efektif di masa depan. This research aims to analyze the perspectives of domestic tourists engaged in the tourism industry towards the destination image of "Enjoy Jakarta" and formulate strategic considerations for future tourism branding. The research employs a qualitative approach with data collection techniques such as joint interviews with domestic tourists, observations, and desk studies. The analysis of research questions one and two focuses on two main categories: affective and cognitive image, with indicators based on travel experiences, attractiveness of tourist attractions, the atmosphere created by the slogan "Enjoy Jakarta," as well as evaluations of the environment and infrastructure. Additionally, the study encompasses solutions and the development of Jakarta's city branding for the future. Data collected are analyzed to identify domestic tourists' perspectives on the success, challenges, and potential development of the "Enjoy Jakarta" destination branding. The analysis reveals that the "Enjoy Jakarta" slogan is considered less relevant by a significant portion of domestic tourists and does not accurately reflect the 'enjoyable' atmosphere in the city. For future considerations in designing Jakarta's city branding, the government can focus on the development of tourism infrastructure by improving and enhancing existing potentials in Jakarta to provide a positive experience for tourists. In conclusion, this research not only provides insights into the perspectives of domestic tourists on Jakarta's tourism destination but also establishes a robust foundation for the development of more effective branding strategies in the future.
| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | https://scholar.google.com/citations?view_op=new_profile&hl=en ID SINTA Dosen Pembimbing: Heri Puspito Diyah Setiyorini: 5978343 Shandra Rama Panji Wulung: 6680229 |
| Uncontrolled Keywords: | Perspektif Wisatawan, Citra Kota, Rancangan Branding Tourist Perspectives, City Image, Branding Design |
| Subjects: | G Geography. Anthropology. Recreation > GV Recreation Leisure H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce |
| Divisions: | Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Pemasaran Pariwisata |
| Depositing User: | Audrey Irmania Risandi |
| Date Deposited: | 07 May 2024 09:10 |
| Last Modified: | 07 May 2024 09:10 |
| URI: | http://repository.upi.edu/id/eprint/117348 |
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