BRAND AWARENESS BERDASARKAN MODEL ANALISIS JALUR SEBAGAI PENUNJANG PARIWISATA DI KABUPATEN GOWA: PERAN CITY BRANDING, CITRA WISATAWAN DAN CITRA KOTA PADA OBJEK WISATA ALAM MALINO

Moh Aris Pasigai, Afrianto Afrianto, Nur Sandi Marsuni, Mutahira Nur Insirat, Samsul Rizal

Abstract


ABSTRAK

The natural tourist attraction of Malino in Gowa Regency, South Sulawesi, is managed by the Tourism Office with the tagline “Wonderful of Malino.†Although various promotions have been carried out through social media, increasing tourist visits remains a challenge, as the choice of destination is highly dependent on individual preferences. Therefore, Malino as a tourism brand needs to have a strategy to maintain brand awareness in order to remain the top choice of tourists. Factors such as city image, city branding, and tourism image play an important role in attracting tourists. This study aims to examine the influence of city branding and tourism image on brand awareness through city image at Malino tourist attraction. The method used is a quantitative approach through a survey, with the population in the form of visitors to Malino tourist attractions. A total of 96 respondents were selected using purposive random sampling technique. The research instrument was a Likert-scale questionnaire, and the data were analyzed using path analysis. The results of this study will be submitted to the Gowa Regency Tourism Office as evaluation material and strategic recommendations to encourage tourism-based economic growth in harmony with local wisdom.

Keywords:  Brand Awareness, City Image, City Branding, Test, Tourism

ABSTRAK

Objek wisata alam Malino di Kabupaten Gowa, Sulawesi Selatan, dikelola oleh Dinas Pariwisata dengan tagline “Wonderful of Malino.†Meskipun berbagai promosi telah dilakukan melalui media sosial, meningkatkan kunjungan wisatawan tetap menjadi tantangan, karena pilihan destinasi sangat bergantung pada preferensi individu. Oleh karena itu, Malino sebagai brand pariwisata perlu memiliki strategi untuk mempertahankan brand awareness agar tetap menjadi pilihan utama wisatawan. Faktor-faktor seperti city image, city branding, dan tourism image berperan penting dalam menarik minat wisatawan. Penelitian ini bertujuan untuk mengkaji pengaruh city branding dan tourism image terhadap brand awareness melalui city image pada objek wisata Malino. Metode yang digunakan adalah pendekatan kuantitatif melalui survei, dengan populasi berupa pengunjung objek wisata Malino. Sebanyak 96 responden dipilih menggunakan teknik purposive random sampling. Instrumen penelitian berupa kuesioner berskala Likert, dan data dianalisis menggunakan analisis jalur (path analysis). Hasil penelitian ini akan disampaikan kepada Dinas Pariwisata Kabupaten Gowa sebagai bahan evaluasi dan rekomendasi strategis untuk mendorong pertumbuhan ekonomi berbasis pariwisata yang selaras dengan kearifan lokal.

Kata kunci: Kesadaran Merek, Citra Kota, City Branding, Citra Wisatawan, Pariwisata


Keywords


brand awareness, city image, city branding, dan tourist image, pariwisata

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DOI: http://dx.doi.org/10.35906/jurakun.v11i2.2390

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