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All Journal Jurnal Kajian Bali
Erna Wiles
Universitas Triatma Mulya
Religion Arts Humanities Languange, Linguistic, Communication & Media Social Sciences

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The Role of Branding Strategy in Strengthening the Image of the Village Tourism in Bali Ni Luh Putu Agustini Karta; Ni Made Ary Widiastini; I Ketut Sutapa; Erna Wiles
Jurnal Kajian Bali (Journal of Bali Studies) Vol 11 No 2 (2021): Volume 11 No. 2. Oktober 2021
Publisher : Pusat Kajian Bali Universitas Udayana

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (2832.736 KB) | DOI: 10.24843/JKB.2021.v11.i02.p07

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.
Co-Authors I Ketut Sutapa Ni Luh Putu Agustini Karta Ni Made Ary Widiastini