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Journal : E-Journal of Tourism

Awakening Uniqueness: Branding Strategy of Undisan Rural Tourism in Bangli Regency Through Eco-Experience A.A. Istri Agung Maheswari; Anak Agung Ngurah Oka Suryadinatha Gorda; Nyoman Sri Manik Parasari; I Putu Dharmawan Pradhana; Ni Putu Yunita Anggreswari
E-Journal of Tourism Volume 10 Number 2 (September 2023)
Publisher : Centre of Excellence in Tourism Udayana University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24922/eot.v10i2.107891

Abstract

This research article explores the branding strategy of Undisan Rural Tourism in Bangli Regency, with a focus on its success in winning the 3rd Places of Tourism Village Award through an eco-experience. The study utilizes a SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis to identify and evaluate key factors that contribute to the village's branding strategy. Undisan Rural Tourism embodies a unique blend of natural beauty, cultural heritage, and sustainable practices, making it an exemplary case study for rural tourism development. The research methodology involves qualitative approaches. Primary data is collected through interviews, surveys, and participant observations, while secondary data is gathered from relevant literature, reports, and online sources. The SWOT analysis framework is applied to assess the internal and external factors that influence the branding strategy of Undisan Rural Tourism. The findings of the study reveal several strengths that have contributed to the success of Undisan Rural Tourism. These include its pristine environment, rich cultural heritage, authentic local experiences, and strong community engagement. Additionally, the village has capitalized on opportunities such as increasing demand for sustainable and eco-friendly tourism experiences. However, the research also identifies certain weaknesses and threats that need to be addressed, including limited infrastructure, inadequate marketing efforts, and competition from neighboring tourism destinations. Based on the SWOT analysis, this article proposes strategic recommendations to further enhance the branding strategy of Undisan Rural Tourism. These include improving infrastructure and facilities, expanding marketing efforts through digital platforms, fostering partnerships with local stakeholders, and implementing sustainable practices to preserve the environment. The study concludes that Undisan Rural Tourism's success in winning the 3rd Places of Tourism Village Award can be attributed to its unique branding strategy, which highlights the village's distinctive characteristics and eco-experiences. By addressing the identified weaknesses and capitalizing on existing strengths and opportunities, Undisan Rural Tourism can continue to thrive as a leading destination for sustainable rural tourism, setting an example for other tourism villages in the region
Co-Authors A. A. Ngr. Oka Suryadinatha G A.A. Gede Putra Pemayun A.A. Istri Agung Maheswari, A.A. Istri Agung Adiani, Cahya Izati Adriati, I Gst. Ayu Wirati Aldo Wilyam Ferari Anak Agung Istri Agung Maheswari Anak Agung Istri Agung Maheswari Anak Agung Ngurah Bagus Narendra Anak Agung Ngurah Eddy Supriyadinata Gorda Anak Agung Ngurah Oka Suryadinatha Gorda Anand Arya Mahesa, I Putu Gede Ari Maulana Bastian Ari, Gede Yona Krisna Ariwangsa, I Gusti Ngurah Oka Bagus Adhi Pradipta Basmantra, Ida Nyoman Bayu Ardika Cahaya, Ni Putu Meisa Charlie Sarchan Indrawan Christian Cassano Putra Tampuk Delina Putri Purwandari Desak Made Febri Purnama Sari Dewi, Putu Dian Prasetia Dewi, Putu Purnama Dewi, Putu Sasmita Diarsa, Raymundus Arkananta OKa Dwi Yudiasana Dharma Eileen Vridynia Setligt Ermenilda Indra Wahyu Febrianti, Ni Putu Debi Gorda, A.A Ngurah Eddy Supriyadinatha Gusi Putu Lestara Permana I Gede Adi Artawan I Gede Dimas Dewangga I Gst. Ayu Wirati Adriati I Gusti Agung Shadevaningrat I Gusti Ayu Made Katarina Mahottama I Gusti Ayu Tirtayani I Gusti Ayu Tirtayani I Made Chandra Mandira I Made Galang Suputra I Made Ricky Indra Primadana I Made Sindhu Yoga I Putu Dharmawan Pradhana I Putu Gede Anand Arya Mahesa I Putu Krishna Widyaskara I Putu Satria Parayangan Ida Ayu Iswari Pidada Ida Ayu Oka Martini Ida Ayu Parwati Ida Nyoman Basmantara Jayati, Kadek Elda Kadek Andika Darma Putra Kadek Aulya Ari Maharani Swibawa Kadek Devi Kalfika Anggria Wardani Koeslila, Ni Putu Ayu Mirah Indrayani Setyawati Komang Nila Komang Widhya Sedana Putra P Kusuma, I Wayan Ari Indra Laksmi, Kadek Wulandari Mahadewi, Ni Ketut Ayu Maharani, Ni Putu Ayu Rishya Maheswari, A. A. Istri Agung Maheswari, A.A Istri Agung Maheswari, AA Istri Agung Maheswari, Anak Agung Ari Maheswari, Anak Agung Istri Agung Meita Kusuma Dewi Mira Yanti, Ni Putu Nadya Dominica Putri Yudda Nata Kusuma Ni Kadek Belinda Marmora Ni Kadek Diah Dharmaputri Ni Kadek Sindy Dwi Anjani Ni Ketut Anjani Ni Ketut Elly Sutrisni, Ni Ketut Elly Ni Komang Putri Saraswati Ni Nyoman Sri Wisudawati Ni Nyoman Tania Maharani Ni Putu Bayu Widhi Antari Ni Putu Nina Eka Lestari Ni Putu Swari Febrianti Ni Putu Yunita Anggreswari Ni Putu Yunita Anggreswari Ni Putu Yunita Anggreswari Nilna Muna Ningsih, Ni Made Ayu Dwi Listya Nugraha, I Putu Jaya Putra Nuning Indah Pratiwi Nurwijayanti Nyoman Aditya Brahma Putra Pani, Ni Made Harum Pranji Perwira, Setya Andika Pika, Putu Ayu Titha Paramita Pramesti, I Gusti Ayu Ratna Pranajaya, I Kadek Widi Pratyahar, Kadek Yora Purwandari, Delina Putri Putra, I Dewa Gede Sanjaya Putra, Nyoman Aditya Brahma Putu Diah Sundari Dewi, Ni Putu Dyah Permatha Korry Putu Irma Yunita Putu Nina Eka Lestari, Ni Putu Ratna Juwita Sari Raymundus Arkananta Oka Diarsa Renata, Ni Komang Nadia Sukma Roziana, Komang Cesie Agnestia Sahri Aflah Ramadiansyah Saputra, I Gusti Ngurah Jhon Saraswati, Ni Komang Putri Sari, Putu Ratna Juwita Sartika, Filomena Sesilia Lay, Clarissa Setya Andika Perwira Soemitro, Bunga Ayu Retno Syafitri Suanda, I Wayan Seven Wisnu Putra Susanti, Gusti Ayu Komang Viona Ary Syadza Rafa Nafisah, Ghalda Wahyu, Ermenilda Indra Wijaya, Gede Crisna Willy Deka Dianto Winnugroho Wiratman, Manfaluthy Hakim, Tiara Aninditha, Aru W. Sudoyo, Joedo Prihartono yumi arya