MODEL PENINGKATAN KINERJA PARIWISATA MELALUI CUSTOMER BASED BRAND EQUITY DAN CITY BRANDING

Intan Widuri Sakti, - (2022) MODEL PENINGKATAN KINERJA PARIWISATA MELALUI CUSTOMER BASED BRAND EQUITY DAN CITY BRANDING. S3 thesis, Universitas Pendidikan Indonesia.

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Official URL: http://repository.upi.edu/

Abstract

Penelitian ini bertujuan untuk memperoleh temuan dan mengetahui pengaruh city branding dan tourism services terhadap tourism performance melalui local wisdom dan customer-based brand equity kota kreatif di Indonesia yang diakui UCCN (UNESCO Creative City Network). Metode penelitian menggunakan pendekatan deskriptif dan explanatory survey dengan 352 responden (wisatawan nusantara) yang berkunjung ke Pekalongan dan Bandung sebagai kota kreatif destinasi wisata. Objek penelitian melibatkan city branding, local wisdom, tourism service, customer based-brand equity dan tourism performance. Analisis data menggunakan Structural Equation Modeling (SEM). Hasil penelitian menunjukkan bahwa City Branding berpengaruh paling besar terhadap Customer Based Brand Equity (CBBE) dan pengaruh CBBE terhadap Tourism Performance lebih besar dibanding Tourism Services. Dengan demikian, pengembangan dan perbaikan layanan jasa pariwisata (tourism services) kota kreatif sebagai destinasi wisata difokuskan pada peningkatan keragaman pilihan wisata bagi wisatawan untuk berkunjung kembali. Ekplorasi nilai-nilai yang dapat ditawarkan dan dialami oleh wisatawan berdasarkan preferensi akan membentuk tourism services yang sesuai kebutuhan. Membangun city branding melalui pelestarian kearifan lokal sebagai aset jangka panjang akan menjadi kunci dalam membuka segala kemungkinan munculnya faktor-faktor yang dapat meningkatkan kinerja pariwisata di kota kreatif. This study aims to obtain findings and determine the effect of city branding and tourism services on tourism performance through local wisdom and customer-based brand equity in creative cities in Indonesia that are recognized by UCCN (UNESCO Creative City Network). The research method uses descriptive approach and explanatory survey with 352 respondents (domestic tourists) who visit Pekalongan and Bandung as creative cities for tourism destinations. The object of the research involves city branding, local wisdom, tourism service, customer-based brand equity and tourism performance. Data analysis using Structural Equation Modeling (SEM). The results show that City Branding has the greatest effect on Customer Based Brand Equity (CBBE) than Local Wisdom and CBBE's influence on Tourism Performance is greater than Tourism Services. Thus, the development and improvement tourism services of creative cities as tourism destinations are focused on increasing the diversity of tourism options for tourists to revisit. Exploration of the values that can be offered and experienced by tourists based on preferences will form tourism services that meet their needs. Building city branding through the preservation of local wisdom as a long-term asset will be the key in opening all possibilities for the emergence of factors that can improve tourism performance in creative cities.

Item Type: Thesis (S3)
Uncontrolled Keywords: City branding, local wisdom, tourism services, customer based-brand equity, tourism performance, creative cities
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
L Education > L Education (General)
Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan)
Depositing User: Intan Widuri Sakti
Date Deposited: 25 May 2022 01:56
Last Modified: 25 May 2022 01:56
URI: http://repository.upi.edu/id/eprint/72608

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