Destination Branding Of Ntobo Sub-District In Building A Brand Image As A Bima Weaving Village
DOI:
https://doi.org/10.33751/jhss.v10i1.32Keywords:
Brand Image, Destination Branding, Weaving VillageAbstract
Ntobo sub-district has cultural potential, namely grandfathers who have passed down from generation to generation. Amidst competition between cultural tourism destinations, destination branding efforts to build a brand image for Ntobo Village are important so that it can be known as a typical Bima Weaving Village that has cultural and economic value. This study aims to further analyze the destination branding process of Ntobo Village in building a brand image as a typical Bima weaving village. Also to analyze public perception of the image of Ntobo Village as a Weaving Village. This research uses a qualitative method with a case study approach to explore the branding process of Ntobo Village in building a brand image through traditional woven cloth crafts typical of Bima, West Nusa Tenggara. The research was conducted offline in Ntobo Village and involved in-depth interviews with business owners, craftsmen, government officials, as well as visitors and local residents as informants. Data was collected through observation, interviews, and documentation for 1 month. Data validation istested using triangulation techniques of sources, techniques, and theories to test the validity of the data. Destination branding in Ntobo Village iscarried out to strengthen the cultural identity contained therein, as has been done by the local community, namely branding Ntobo Village as a Weaving Village with a promotional strategy through social media platforms and participating in cultural festivals organized by the local government. This is to introduce the cultural heritage in Bima, West Nusa Tenggara to the wider public. The branding carried out was able to create a positive perception from the wider community, both from local and international tourists. The branding strategy implemented can significantly help improve the economy of the local community. Local government involvement can assist operations in developing tourist destinations
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