Destination Branding of Kalurahan Pleret as the Heritage of Mataram

Abstract

Indonesia, with its diverse tourist attractions, is rapidly developing and growing. One of them is the Special Region of Yogyakarta, a city known for its historical sites. This research focuses on Kalurahan Pleret, the center of the Islamic Mataram Kingdom, which holds several relics of the glory days of Kraton Pleret scattered across various hamlets. Therefore, the local government and community strive to preserve cultural assets by establishing a Cultural Tourism Object called Bumi Mataram Pleret with the slogan The Heritage of Mataram. In developing tourist attractions, finding unique attractions in a tourism area is essential. Hence, this study aims to explore the form of Destination Branding for Kalurahan Pleret as The Heritage of Mataram. This research employs qualitative research methods, utilizing data collection techniques such as observation, interviews, and documentation. Data analysis techniques include data condensation, data presentation, conclusion drawing, and verification. The results indicate that the development of tourist attractions by Kalurahan Pleret uses Destination Branding strategies. According to Morgan, N., & Pritchard (2004), this involves five stages: Market Investigation, Analysis and Strategic Recommendations, Brand Identity Development, Brand Launch and Introduction, Brand Implementation, and Monitoring, Evaluation, and Review. The findings of this study suggest that Destination Branding efforts by Kalurahan Pleret are effective in terms of promotion and developing the Tourism Village. However, there is room for improvement in management, as the human resources within the village still lack full awareness and responsibility, thus requiring external support.