The Role of Branding Strategy in Strengthening the Image of the Village Tourism in Bali

Karta, Ni Luh Putu Agustini and Widiastini, Ni Made Ary and Sutapa, I Ketut and Wiles, Erna The Role of Branding Strategy in Strengthening the Image of the Village Tourism in Bali. Jurnal Kajian Bali, 11 (2). pp. 369-386. ISSN p-ISSN 2088-4443 # e-ISSN 2580-0698

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Abstract

The purpose of this study is to analyze how the tourism village brand strategy
in Bali can strengthen the village’s image. The methods are descriptive
qualitative (interviews) and quantitative (survey). Eight key informants
who are involved in managing the tourism village were interviewed. The
sampling technique for the survey was purposive, involving 126 tourists who
have visited the tourism villages. Thematic analysis was conducted for the
qualitative data; whereas, multiple linear regression was used to analysed
the quantitative data. The findings are brand equity and conceptual branding
strategy in tourism village have been implemented, however, they need to be optimalized to strengthen the village tourism’s image. The finding from the quantitative data shows that the brand relationship significantly strengthens the image of the tourism village. This research implies that there is a necessity for tourism villages in Bali to design and implement more specific branding methods and set specific purposes so that the new positioning will distinguish them from their competitors and hence, directly strengthen the image

Item Type:	Article
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Faculty of Law, Arts and Social Sciences > School of Management
Depositing User:	Dr. Agustini Karta
Date Deposited:	12 Jan 2022 02:40
Last Modified:	12 Jan 2022 02:40
URI:	http://eprints.triatmamulya.ac.id/id/eprint/521

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