Strategi Branding Pariwisata Indonesia Untuk Pemasaran Mancanegara

Penulis

  • Ghifari Yuristiadhi Masyhari Makhasi Universitas Gadjah Mada
  • Shintya Dewi Lupita Sari Sekolah Vokasi Universitas Gadjah Mada.

DOI:

https://doi.org/10.21111/ettisal.v2i2.1265

Kata Kunci:

Branding, Wonderful Indonesia, Kementerian Pariwisata, pemasaran, pasar mancanegara, branding, Ministry of Tourism, marketing, foreign market

Abstrak

Abstrak Branding merupakan salah satu  hal terpenting dalam pemasaran produk, termasuk di dalamnya destinasi wisata. Penelitian ini ingin melihat lebih jauh tiga hal: (1) Bagaimanakah proses evolusi branding Visit Indonesia  menjadi Wonderful  Indonesia  (2) Media publikasi apa saja yang dipilih oleh Kementerian Pariwisata untuk implementasi branding tersebut, dan (3) Seberapa efektif branding untuk meningkatkan jumlah wisatawan mancanegara ke Indonesia. Data yang digunakan dalam  penelitian ini merupakan data primer, yang diperoleh dari Kementerian Pariwisata yang berupa arsip-arsip paparan, sementara data sekunder diperoleh dari berbagai referensi buku  maupun artikel. Metode pengumpulan data yang digunakan dalam penyusunan penelitian ini yakni melalui wawancara dan observasi partisipatif. Hasil penelitian ini adalah (1) Branding yang digunakan sejak 2015 hingga saat ini adalah  Wonderful Indonesia untuk pasar mancanegara dan Pesona Indonesia untuk pasar domestik. Sebelumnya, sejak 2008-2015 Pemerintah Republik Indonesia menggunakan Visit Indonesia (2) Kementrian Pariwisata menggunakan empat media yang digunakan sebagai sarana publikasi dan promosi yaitu media online, media elektronik, media cetak, dan media ruang (3) Branding Wonderful Indonesia cukup signifikan menarik wisatawan Tiongkok yang melonjak hingga 42,22%  pada 2017, namun belum cukup berhasil di negara-negara lain. Melalui branding yang dilakukan, Kementrian Pariwisata belum berhasil merealisasikan 15 juta angka kunjungan wisatawan mancanegara hingga akhir 2017.  Abstract Branding is one of the most important things in product marketing, including tourism destinations. This research would like to see further three things: (1) how is the branding evolution process from Visit Indonesia to Wonderful Indonesia (2) What kind of publication media are chosen by the Ministry of Tourism for the implementation of the branding, and (3) how effective the branding to increase the number of foreign tourists to Indonesia. The data used in this study is the primary data, obtained from the Ministry of Tourism in the form of exposure archives, while secondary data obtained from various reference books and articles. Data collection methods used in the preparation of this research is through interviews and participatory observation. The results of this study are (1) Branding used since 2015 until now is Wonderful Indonesia for foreign markets and Pesona Indonesia for the domestic market. Previously, since 2008-2015 the Government of the Republic of Indonesia using Visit Indonesia, (2) Ministry of Tourism uses four media that used as a means of publication and promotion of online media, electronic media, print media, and media space (3) Branding Wonderful Indonesia is quite significant to attract tourists from China's increasing to 42.22% by 2017, but not quite successful in other countries. Through the branding, the Ministry of Tourism failed to realize 15 million number of foreign tourist arrivals until the end of 2017.

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Diterbitkan

2017-12-14

Terbitan

Vol 2 No 2 (2017): ETTISAL Journal of Communication

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