Destination Branding of New Celosia Flower Park, Bandungan, Semarang Regency in Attracting Visitor Interest

Abstract

This research aims to analyze the destination branding strategy of Celosia Flower Park in Semarang Regency in attracting visitors consisting of market investigation analysis and strategic recommendations, brand identity development, brand launch and introduction, brand implementation, monitoring and evaluation. The approach used is qualitative with descriptive methods to describe and analyze facts in the field. Data were collected through observation, in-depth interviews, and documentation. The results showed that the management of Celosia Flower Park always identifies visitor needs, pays attention to consumer behavior, analyzes market opportunities, and makes regular updates. The destination branding efforts undertaken include the addition of game rides, improvement of public facilities, and cooperation with travel agents. Marketing through social media is also a major focus although it still faces challenges in audience stability. This research is expected to be a reference for Celosia Flower Park managers in increasing tourist visits.