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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. Gede Putra Pemayun Anak Agung Istri Agung Maheswari Anak Agung Istri Agung Maheswari Anak Agung Ngurah Oka Suryadinatha Gorda Andika Maulana Putra Andreas Pratama Sihaloho Ariantini, Ni Luh Made Pande Arniti, Ni Ketut Ayu Made Bianca Juarez Cahaya, Ni Putu Meisa Charlie Sarchan Indrawan Danny Bahari Kusnadhy Desak Made Febri Purnama Sari Devidson Imanuel Eman Dewa Ayu Martini Dewi, Diah Fitrya Utami Dewi, Ni Putu Mega Yunita Kristina Dewi, Putu Sasmita Dwi Putra, I Made Okta Dwiputra Aryasa, I Gusti Ngurah Made Hegar Febrianti, Ni Putu Debi Gorda, A.A.A. Ngr Sri Rahayu Gustena, I Kadek Hendra, Putu Nova Kusuma I Dewa Ketut Gede Prabawa I Dewa Putu Dipta Maharta I Gede Made Agustina Putra Agus Putra I Gusti Ayu Wirati Adriati I Gusti Ngurah Putu Dharmayasa I Kadek Arya Wibawa Saputra I Kadek Bagus Mahendrayana I Kadek Ryon Cahya Pratama I Made Bima Devrasta Putra Astaki I Putu Krishna Widyaskara I Putu Satria Parayangan I Putu Yoga Purnama Wijaya I Wayan Abimayu Angga Nugraha Ida Ayu Parwati Ida Bagus Teddy Prianthara Jayati, Kadek Elda Kadek Adyatna Wedananta Kadek Aulya Ari Maharani Swibawa Kadek Devi Kalfika Anggria Wardani Kadek Reno Kusuma Ketut Bayu Agung Suwiyoga Tangkas Ketut Elly Sutrisni Komang Nila Komang Widhya Sedana Putra P Laksmi, Kadek Wulandari Lanang Raditiya Perbawa, I Gede Putu Latupeirissa, Jonathan Jacob Paul Luh Putu Sri Devi Mahayuni Made Ratih Nurmalasari Maharta, I Dewa Putu Dipta Maheswari, Anak Agung Istri Agung Martini, Dewa Ayu Muhammad Ilham Syamputra Nando, Hose Hongcapryo Ni Kadek Yosi Febrianti Ni Ketut Arniti Ni Ketut Arniti Ni Ketut Elly Sutrisni, Ni Ketut Elly Ni Ketut Yuliani Pramesti Ni Luh Gede Ningrum Maha Devi Ni Made Prihanadi Dwi Surya Putri Ni Made Satya Utami Ni Nyoman Sri Wisudawati Ni Putu Eni Suwantari Ni Putu Tina Yuli Hantari Ni Putu Yunita Anggreswari Ni Putu Yunita Anggreswari Nuning Indah Pratiwi Oka Ariwangsa, I Gusti Ngurah Parasari, Nyoman Sri Manik Praarsa, I Dewa Agung Pramana, Ida Bagus Gde Agung Yoga Pulasari, Luh Ayu Putri Wedayanti Putra, Anak Agung Adi Wiryya Putra, I Gede Ardra Pratama Putra, Kadek Bagus Surya Kusuma Putra, Putu Adi Saskara Putri Ekaresty Haes Putri, Putu Erlina Ayu Tiara Putri, Putu Nikita Fiorella Utama Putu Adi Saskara Putra Putu Dyah Permatha Korry Putu Irma Yunita Putu Purnama Dewi Putu Riko Ardy Pratama Putu Riski Acarya Sadnya Agung Putu Yoga Purnama Wijaya Resi, Yustina Elisabeth Ndari Rian Arif Fahendra Ruben Lomi Sahri Aflah Ramadiansyah Sallyana, Yunia Samitha, Sang Made Dwi Okayana Saraswati, Ida Ayu Ambarini Satriawan, I Made Deddy Sihaloho, Andreas Pratama Soei Khim Sulih Indra Dewi, Sulih Indra Vaasa, Regina Samara Verlioni, Ni Kadek Ayu Victor Joshua Nugroho Wahyu Indra Satria Winata, ⁠I Gede Arya Eka Pratama Wirsa, I Nengah Yella, Made Dwi Marsa Yoga, I Wayan Suprapta Yosephine, Thalia Yunia Sallyana