Strategi destination branding Wana Wisata Kampoeng Ciherang dalam upaya menarik minat wisatawan

Amira, Nabila Faliha (2025) Strategi destination branding Wana Wisata Kampoeng Ciherang dalam upaya menarik minat wisatawan. Sarjana thesis, UIN Sunan Gunung Djati Bandung.

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Abstract

INDONESIA; Destinasi wisata di masa sekarang turut memanfaatkan strategi destination branding. Wana Wisata Kampoeng Ciherang merupakan salah satu destinasi wisata alam di Kabupaten Sumedang yang menerapkan strategi destination branding dalam upaya menarik minat wisatawan. Strategi ini digunakan untuk membangun citra positif destinasi dan meningkatkan daya tariknya melalui beberapa tahapan. Penelitian ini bertujuan untuk mengetahui dan mendeskripsikan mengenai proses strategi destination branding yang dilakukan pengelola Wana Wisata Kampoeng Ciherang dalam melakukan upaya menarik minat wisatawan dengan menggunakan konsep Destination Branding yang meliputi proses investigasi pasar,analisis dan rekomendasi, pengembangan identitas brand, pengenalan brand, implementasi brand serta pemantauan, evaluasi dan peninjauan. Penelitian ini dilandasi dengan paradigma konstruktivistik dengan pendekatan kualitatif dan menggunakan metode deskriptif kualitatif. Pengumpulan data dilakukan dengan wawancara mendalam dan observasi partisipatori pasif. Hasil penelitian menunjukkan bahwa strategi destination branding yang dilakukan pengelola Wana Wisata Kampoeng Ciherang dalam upaya menarik minat wisatawan dilalui dengan melakukan lima tahapan, yaitu tahap investigasi pasar,analisis dan rekomendasi dengan melakukan observasi langsung dan observasi media sosial serta survey KPH, tahap pengembangan identitas brand melalui pembentukan nama dan logo brand serta pengembangan fasilitas berbasis identitas brand, tahap pengenalan brand melalui pembuatan konten, kolaborasi dengan influencer dan media lokal, penyebaran poster dan liputan program wisata, tahap implementasi brand melalui integrasi investor, pemerintah serta masyarakat dan tahap pemantauan, evaluasi dan peninjauan melalui pemantauan kunjungan dan media sosial, diskusi evaluasi berkala dan peninjauan tren pasar. Kesimpulan dari penelitian ini adalah Wana Wisata Kampoeng Ciherang telah turut melaksanakan strategi destination branding yang dilakukan dalam upaya menarik minat wisatawan, dengan menerapkan konsep Destination Branding. Pengelolaan yang dilakukan turut memberi andil pada pencapaian yang diraih Wana Wisata Kampoeng Ciherang, yaitu diraihnya penghargaan kunjungan terbesar destinasi wisata se-Kabupaten Sumedang. ENGLISH: In today’s tourism industry, destinations increasingly adopt destination branding strategies to attract tourists. Wana Wisata Kampoeng Ciherang is one of the natural tourist destinations located in Sumedang Regency that implements such a strategy to increase tourist interest. This strategy is intended to build a positive image of the destination and enhance its attractiveness through a series of structured stages. This study aims to identify and describe the process of destination branding strategy carried out by the management of Wana Wisata Kampoeng Ciherang in attracting tourist interest using the Destination Branding concept, which includes market investigation, analysis and recommendations, brand identity development, brand introduction, brand implementation, and monitoring, evaluation, and review. The research is based on a constructivist paradigm with a qualitative approach using a descriptive qualitative method. Data collection was conducted through indepth interviews and passive participatory observation. The results show that the destination branding strategy undertaken by Wana Wisata Kampoeng Ciherang was carried out through five stages: market investigation, analysis and recommendations through direct observation, social media observation, and KPH survey; brand identity development through brand name and logo creation as well as facility development based on brand identity; brand introduction through content creation, collaboration with influencers and local media, poster distribution, and media coverage; brand implementation through collaboration with investors, government, and the local community; and finally, monitoring, evaluation, and review through visitor monitoring, social media observation, regular evaluation discussions, and market trend reviews. The conclusion of this research is that Wana Wisata Kampoeng Ciherang has implemented a destination branding strategy to attract tourist interest by applying the Destination Branding concept. The management’s efforts have contributed to the achievement of Wana Wisata Kampoeng Ciherang in receiving the award for the highest number of tourist visits among destinations in Sumedang Regency.

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