Branding Komunikasi Pariwisata Kearifan Lokal Dan Budaya Desa Kubu Gadang

Pratama, Hagi (2023) Branding Komunikasi Pariwisata Kearifan Lokal Dan Budaya Desa Kubu Gadang. Other thesis, Universitas Islam Riau.

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Abstract

Currently the tourism sector has become an attraction in the government's national program, because tourism is one of the drivers in the economy that makes a large contribution to a region. Including Kubu Gadang Tourism which is a tour of local wisdom and culture in Padang Panjang. The purpose of this research is to look at the tourism branding process of local wisdom and culture in Kubu Gadang Village using the Destination Branding concept according to Morgan and Pritchard. which consists of 5 stages viz Market investigation, analysis and strategic recommendation, Brand identity development, Brand launch and introduction: communicating the vision, Brand implementation, and Monitoring, evaluation and review. Researchers used qualitative research methods, and determined Pokdarwis as informants based on purposive sampling by collecting data through interviews, observation and documentation which were then analyzed through data reduction, data presentation, and drawing conclusions. The results of this study are that the stages of the Destination Branding concept carried out by Pokdarwis can be said to be successful because Pokdarwis can implement the 5 stages of the Destination Branding concept, in which the Branding carried out is able to form an identity from Kubu Gadang tourism that tourists can remember.

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