PENGARUH DIMENSI HERITAGE TOURISM PRODUCT TERHADAP BRAND IMAGE

Reza, Rizky Ramadhan Ardiansyah (2016) PENGARUH DIMENSI HERITAGE TOURISM PRODUCT TERHADAP BRAND IMAGE. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Kota Bandung memiliki salah satu potensi wisata yang cukup besar melalui heritage tourism berupa gedung-gedung tua peninggalan kolonial Belanda berseni arsitektur art deco yang banyak berada di kawasan Asia Afrika dan Braga sehingga Kota Bandung mendapat predikat sebagai museum art deco. Tujuan dari penelitian ini adalah untuk memperoleh gambaran mengenai heritage tourism product di kawasan Asia Afrika dan Braga dan brand image Kota Bandung, serta pengaruh heritage tourism product terhadap brand image Kota Bandung. Penelitian ini menggunakan metode kuantitatif dengan analisis deskriptif dan verifikatif. teknik sampling menggunakan purposive sampling dengan sampel yang digunakan adalah 100 orang wisatawan nusantara yang mengunjungi kawasan Asia Afrika dan Teknik analisis data yang digunakan dalam penelitian ini adalah regresi linear berganda. Hasil analisis menunjukan bahwa heritage tourism product kawasan Asia Afrika dan Braga yang terdiri dari physical, functional dan symbolic memiliki pengaruh yang signifikan terhadap brand image Kota Bandung sebagai Kota Art Deco. Pengaruh terbesar heritage tourism product terhadap brand image diperoleh melalui functional sedangkan pengaruh yang terkecil diperoleh melalui physical;--- Bandung has a tourism potential which is large enough through heritage tourism in the form of the old buildings of Dutch colonial heritage artsy art deco that many are in Africa and Asia so Bandung Braga received the title as a museum of art deco. The purpose of this study was to obtain an overview of the heritage tourism product in Asia and Africa and Braga Bandung brand image, and the impact of heritage tourism product to the brand image of the city of Bandung. This study uses a quantitative method with descriptive analysis and verification. sampling technique used purposive sampling with the sample used is 100 tourists who visited Africa and Asia data analysis technique used in this research is multiple linear regression. Results of the analysis showed that the heritage tourism product Braga Africa and Asia consists of physical, functional and symbolic to have a significant effect on the brand image of the city of Bandung as the City Art Deco. The biggest influence on the heritage tourism product brand image obtained by functional while the smallest effect obtained through physical.

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Item Type:	Thesis (S1)
Additional Information:	No. Panggil: S MPP REZ p 2016 Pembimbing: I. Hari Mulyadi, II. Yeni Yuniawati
Uncontrolled Keywords:	Heritage Tourism Marketing, Heritage Tourim Product, Brand Image, Heritage Tourism Marketing, Heritage Tourim Product, Brand Image
Subjects:	G Geography. Anthropology. Recreation > GV Recreation Leisure
Divisions:	Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Pemasaran Pariwisata
Depositing User:	Mr mhsinf 2017
Date Deposited:	17 Oct 2017 03:43
Last Modified:	17 Oct 2017 03:43
URI:	http://repository.upi.edu/id/eprint/27379

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