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MANAJEMEN KOMUNIKASI TAMAN PINTAR YOGYAKARTA DALAM MEMPERTAHANKAN IDENTITAS SEBAGAI WISATA EDUKASI YANG MENGEDEPANKAN SAINS
The development of tourist destinations that increasingly emphasize entertainment and visual aspects requires Taman Pintar Yogyakarta to maintain the consistency of its identity as a science-based educational tourism destination. In this context, communication management plays an important role in maintaining Taman Pintar Yogyakarta’s brand identity. This study aims to analyze the implementation of communication management in maintaining the brand identity of Taman Pintar Yogyakarta as a science-based educational tourism destination. This study employs a qualitative descriptive approach. Data were collected through in-depth interviews with the management of Taman Pintar Yogyakarta, field observations, and documentation. Data analysis was conducted using the Miles and Huberman interactive model, consisting of data reduction, data presentation, and conclusion drawing. The results indicate that Taman Pintar Yogyakarta has implemented communication management in a planned and integrated manner through the stages of planning, implementation, and evaluation, integrated with the Brand Identity Prism concept. In the implementation stage, communication is carried out through verbal and nonverbal communication, the role of ride guides, the use of communication media, visual elements, and experiential educational programs. These activities are designed to convey scientific messages consistently and in accordance with audience characteristics. Overall, communication management at Taman Pintar Yogyakarta functions not only as a means of information delivery but also as a strategic effort to maintain its brand identity as a science-based educational tourism destination.
FAKULTAS ILMU SOSIAL DAN HUMANIORA, UIN SUNAN KALIJAGA YOGYAKARTA
MANAJEMEN KOMUNIKASI TAMAN PINTAR YOGYAKARTA DALAM MEMPERTAHANKAN IDENTITAS SEBAGAI WISATA EDUKASI YANG MENGEDEPANKAN SAINS (Text)
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