STRATEGI BRANDING DINAS KEBUDAYAAN DAN PARIWISATA KOTA BANYUWANGI (Kota Banyuwangi Sebagai Kota Festival Terbaik Indonesia)

Kusnia, NIM.: 15730028 (2022) STRATEGI BRANDING DINAS KEBUDAYAAN DAN PARIWISATA KOTA BANYUWANGI (Kota Banyuwangi Sebagai Kota Festival Terbaik Indonesia). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

The research was conducted at the Banyuwangi Regency Culture and Tourism Office. The aspect studied in this study is the branding strategy carried out with the Festival so that Banyuwangi is appreciated to become the best festival city in Indonesia. The method used in this research is descriptive qualitative method, data collected by interview technique, and observation, then the data is collected by data analysis technique. The subject of the research was the Banyuwangi Regency Culture and Tourism Office. The purpose of this study was to determine the branding strategy of the Banyuwangi Culture and Tourism Office as the Best Festival City in Indonesia. The research that the department used festival as a Branding Strategy which consists of 3 stages, namely Brand Positioning, Brand Identity, and Brand Personality. The festival is an event that is very unique to the culture in society. Furthermore, holding the festival will improve organization, develop leadership, build networks with other parties, which are currently being developed as tourist objects or attractions.

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