Peyuyon Beach tourism branding strategy by Gunungkidul Regency tourism office in increasing tourism
Abstract
Peyuyon Beach is a beach that is still relatively new has a beautiful natural charm and has beach characteristics that other beaches do not have. The beauty of this beach is that it has beautiful coral rocks and clean white sand. Therefore, Peyuyon Beach is one of the beaches in Gunungkidul that must be visited by tourists in Gunungkidul Regency. Peyuyon Beach is precisely located in Kanigoro Village, Saptosari District, Gunungkidul Regency, Yogyakarta. The distance from this beach to the city is quite far because of its remote location. Peyuyon Beach is a hidden gem beach that is not too big. Even though it is not very wide, this beach has a charming beauty that is still beautiful and natural. Accessibility to Peyuyon Beach is also still considered difficult because the access road to Peyuyon Beach is still rocky. Apart from inadequate facilities, Peyuyon Beach also lacks promotional media which is less active, and management which is not yet temporary.
This research uses qualitative methods with a descriptive type, while the research object is the branding strategy implemented by Peyuyuon Beach to increase tourists. This research was carried out by collecting data through interviews and then explaining it descriptively. The data collection techniques that the researchers used were interviews, non-participant observation, and documentation. Researchers in this research hope that researchers want to increase tourist visits to Peyuyon Beach because the number of visitors is still relatively small compared to other tourist attractions. This happens because Peyuyon Beach is a beach that has only recently been known to the local community. Apart from that, no media promotes Peyuyuon Beach. So the problem of inadequate physical management/ facilities will immediately be realized well with this management.
Full Text:
PDFReferences
Aguirre, A., Zayas, A., Gómez-Carmona, D., & López Sánchez, J. A. (2023). Smart tourism destinations really make sustainable cities: Benidorm as a case study. International Journal of Tourism Cities, 9(1). https://doi.org/10.1108/IJTC-01-2022-0006
Amin, M. A. S., & Priansah, P. (2019). Marketing Communication Strategy To Improve Tourism Potential. Budapest International Research and Critics Institute (BIRCI-Journal) : Humanities and Social Sciences, 2(4). https://doi.org/10.33258/birci.v2i4.575
Azzahrani, M. (2019). Strategi Komunikasi Pemasaran Kementerian Pariwisata Indonesia Dalam Pesona Indonesia Melalui Youtube. Jurnal Manajemen Komunikasi, 2(2), 144. https://doi.org/10.24198/jmk.v2i2.12925
Baskaran, S., Gan, L. C., Nallaluthan, K., & ... (2021). Determinants of Consumer Perceived Trustworthiness in Digital Advertising of Food and Beverage. In International Journal of …. eprints.utm.my. http://eprints.utm.my/id/eprint/96967/1/ShatheesBaskaran2021_DeterminantsofConsumerPerceived.pdf
Cornellia, A. H., Putra, H. S. A., Priyambodo, T. K., & Widyaningsih, Y. A. (2017). Social media based proposed model for museum marketing strategy in Yogyakarta. Advanced Science Letters, 23(11). https://doi.org/10.1166/asl.2017.10119
El Emary, I. M. M., Brzozowska, A., & Bubel, D. (2020). Management of Organizational Culture as a Stabilizer of Changes. In Management of Organizational Culture as a Stabilizer of Changes. https://doi.org/10.1201/9781003028949
Eriend, D., Defhany, & Ria Edlina. (2021). Komunikasi Dinas Komunikasi Dan Informatika (DISKOMINFO) Kabupaten Sijunjung Dalam Penanganan Pandemi Covid-19. Jurnal Niara, 14(2). https://doi.org/10.31849/niara.v14i2.5974
Gamal, S. (2004). Dasar-dasar Pariwisata. Yogyakarta: Andi, 2004. https://doi.org/10.15294/jejak.v7i1.3596
Gómez-Rico, M., Molina-Collado, A., Santos-Vijande, M. L., Molina-Collado, M. V., & Imhoff, B. (2023). The role of novel instruments of brand communication and brand image in building consumers’ brand preference and intention to visit wineries. Current Psychology, 42(15). https://doi.org/10.1007/s12144-021-02656-w
Hamzah, Y. I. (2013). Potensi Media Sosial Sebagai Sarana Promosi Interaktif Bagi Pariwisata Indonesia. Jurnal Kepariwisataan Indonesia, 8(3), 1–9.
Hastuti, H., Andy Ary Maulana, A. A. M. W., & Iska, I. (2022). role of social media Instagram of community towards tourism promotion in Baubau City. COMMICAST, 3(3), 201–210. https://doi.org/10.12928/commicast.v3i2.5957
Hikmat, M. (2014). Metode Penelitian Dalam Perspektif Ilmu Komunikasi Dan Sastra. Graha Ilmu.
Kurniawan, & Luthfi. (2015). Proses City Branding Yogyakarta (Studi Kualitatif Pada Merek “Jogja Istimewa.” Jurnal Ilmiah Universitas Bakrie.
Maslakhah, I., & Sutopo, S. (2017). Pengaruh Kemasan Dan Daya Tarik Iklan Terhadap Citra Merek Serta Preferensi Merek Di Media Sosial Terhadap Keputusan Pembelian (Studi Pada Mahasiswa/i …. Diponegoro Journal of Management. https://ejournal3.undip.ac.id/index.php/djom/article/view/17991
Miles, M. B., & Huberman, M. A. (2012). Analisis Data Kualitatif: Buku Sumber Tentang Metode-Metode Baru. In Universitas Indonesia_UI Press.
Moelong, L. J. (2017). Metode Penelitian Kualititif.
Moro, S., & Rita, P. (2018). Brand strategies in social media in hospitality and tourism. International Journal of Contemporary Hospitality …. https://doi.org/10.1108/IJCHM-07-2016-0340
Nikitina, V. S. (2021). Brand essense: elements and added value. E-Management, 4(1). https://doi.org/10.26425/2658-3445-2021-4-1-58-67
Nzeku, B., & Duffett, R. G. (2021). The Use of Social Media as a Marketing Tool by Tourist Attractions: Influence on Cognitive, Affective and Behavioural Consumer Attitudes. African Journal of Hospitality, Tourism and Leisure, 10(2). https://doi.org/10.46222/ajhtl.19770720-130
Park, G. H. M., & Corn, A. A. (2017). Positive psychology. In Applied Exercise Psychology: The Challenging Journey from Motivation to Adherence. https://doi.org/10.4324/9780203795422
Peng, X., & Huang, Z. (2017). A novel popular tourist attraction discovering approach based on geo-tagged social media big data. ISPRS International Journal of Geo-Information, 6(7). https://doi.org/10.3390/ijgi6070216
Pratiwi, F. D. (2022). Revealing fantasy consumption on social media, how women read romantic novel on Wattpad app. International Journal of Communication and Society; Vol 4, No 2 (2022): December. https://doi.org/10.31763/ijcs.v4i2.842
Rakhmat, J. (2004). Metode Penelitian Komunikasi. Rosdakarya.
Saputro, E. P. N., Widiarti, P. W., Hidayati, U., & Disyacitta, F. (2023). The analysis of Bokoharjo digital marketing communication media in promoting its potential. Journal of Social Studies (JSS), 19(1). https://doi.org/10.21831/jss.v19i1.59909
Sefira Ryalita Primadany, Mardiyono, R. (2013). Analisis Strategi Pengembangan Pariwisata Daerah. Administrasi Publik.
Sugiono. (2016). Metode Penelitan Kuantitatif, kualitatif dan R&D. In Bandung: Alfabeta.
Sugiyono. (2021). Metode Penelitian Kuantitatif, Kualitatif, dan R & D. Alfabeta.
Sugiyono, & Lestari, P. (2021). Metode Penelitian Komunikasi (Kuantitatif, Kualitatif, dan Cara Mudah Menulis Artikel pada Jurnal Internasional). In Bandung: Alfabeta.
Sunarto, H. (2020). Strategi Branding Pengembangan Industri Pariwisata 4.0 melalui Kompetitif Multimedia di Era Digital. Journal of Tourism and Creativity, 4(1), 1–20.
Utami, N. T. (2022). The role of social media instagram community to tourism promotion in Baubau city. COMMICAST, 3(1), 67–74.
Vărzaru, A. A., Bocean, C. G., & Cazacu, M. (2021). Rethinking tourism industry in pandemic covid-19 period. Sustainability (Switzerland), 13(12). https://doi.org/10.3390/su13126956
Widiastuti, N. (2020). Tourism communication in indonesia social media. Sengkuni Journal (Social Science and Humanities Studies), 1(1). https://doi.org/10.37638/sengkuni.1.1.30-36
Yulianto, A. (2019). Evaluasi Usability Pengembangan Website Desa Wisata Bejiharjo Gunung Kidul Yogyakarta. In Journal of Tourism and Economic. download.garuda.kemdikbud.go.id. http://download.garuda.kemdikbud.go.id/article.php?article=1929683&val=19869&title=evaluasi usability pengembangan website desa wisata Bejiharjo Gunung Kidul Yogyakarta
Zaichkowsky, J. L. (2010). Strategies for distinctive brands. In Journal of Brand Management (Vol. 17, Issue 8). https://doi.org/10.1057/bm.2010.12
Zhang, X., & Sheng, J. (2017). A Peircean semiotic interpretation of a social sign. Annals of Tourism Research, 64(135), 163–173. https://doi.org/10.1016/j.annals.2017.04.002
Zheng, X., Yang, Z., Zhang, X., Wang, T., Chen, X., & Wang, C. (2023). Spatiotemporal evolution and influencing factors of provincial tourism ecological security in China. Ecological Indicators, 148. https://doi.org/10.1016/j.ecolind.2023.110114
Zimmerman, A., & Blythe, J. (2018). Segmentation, targeting, and positioning. In Business to Business Marketing Management. https://doi.org/10.4324/9781315564098-7
DOI: https://doi.org/10.12928/sylection.v3i1.14123
Refbacks
- There are currently no refbacks.
Copyright (c) 2023 Symposium of Literature, Culture, and Communication (SYLECTION) 2023
Contact person:
Ms. Divani +62 812 2531 1510
Mr. Resnery +62 852 7899 0181
Ms. Kamila Salsabela +62 813 2535 0809
Mrs. Tristanti +62 811 1773 473
Email:
sylection@fsbk.uad.ac.id
Instagram or TikTok: fsbk_uad
Symposium of Literature, Culture, and Communication (SYLECTION) is licensed under CC BY-SA 4.0