Destination Branding Desa Wisata Alamendah Melalui Media Sosial Instagram

Abstract

Desa Wisata Alamendah adalah desa wisata yang terletak di Desa Alamendah, Kabupaten Bandung. Penelitian ini bertujuan untuk mengetahui tahap rekomendasi analisis dan strategi pencarian pasar, tahap mengembangkan identitas brand, tahap memperkenakan brand, tahap mengimplementasikan brand, dan tahap monitoring, evaluasi dan review brand pada destination branding Desa Wisata Alamendah melalui Instagram. Penelitian ini menggunakan metode penelitian deskriptif. Teknik pengumpulan data dilakukan dengan observasi, wawancara, dan studi dokumentasi. Hasil dari penelitian ini menunjukkan bahwa: (1) Tahap rekomendasi analisis dan strategi pencarian pasar belum optimal karena belum menetapkan segmentasi secara spesifik dan tidak melaksanakan proses rekomendasi. (2) Tahap mengembangkan identitas brand telah dilakukan cukup optimal dengan menetapkan nilai inti brand dan visi yang tepat, tetapi belum optimal pada hal brand guideline. (3) Tahap memperkenalkan brand belum optimal karena tidak menentukan target audiens secara rinci. (4) Tahap mengimplenentasikan brand belum optimal karena belum memiliki kerja sama mengenai destination branding dalam media sosial Instagram. (5) Tahap monnitoring, evaluasi, dan review brand pada destination branding belum optimal karena belum melakukan pemantauan like, views, dan engagement, belum melakukan evaluasi secara khusus, dan belum melakukan review.

Alamendah Tourism Village is a tourist village located in Alamendah Village, Bandung Regency. This research aims to determine the stage of recommendation analysis and market search strategy, the stage of developing brand identity, the stage of introducing the brand, the stage of implementing the brand, the stage of monitoring, evaluating, and reviewing the brand in the destination branding of Alamendah Tourism Village via Instagram. Ths research uses descriptive research methods. Data collection techniques were carried out using observation, interviews, and documentation studies. The result of this research show that (1) The analysis, recommendation stage, and market research strategy are not optimal because they have not determined specific segmentation and did not carry out the recommendation process. (2) The developing brand identity stage has been carried out quite optimally by determining the brand’s core value and vision correctly, but not optimally in terms of brand guidelines.(3) The introduction of the brand stage is not optimal because it does not determine the target audience in detail. (4) The implementation of the brand stage is not yet optimal because there is no cooperation regarding destination branding on Instagram social media. Relationship are established in the form of asssistance, not cooperation. (5) The monitoring, evaluating, and reviewing brands stage in destination branding is not yet optimal because they have not monitored likes, views, and engagement, have not carried out specific evaluations, and have not carried out reviews.