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Pinontoan, Nexen Alexandre
Budi Luhur University, Indonesia
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Journal : Communication

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Model Strategi Komunikasi Pariwisata Dalam Melakukan Branding Pecinan Glodok Pinontoan, Nexen Alexandre; Djati, Sundring Pantja; Rahmanita, Myrza
Communication Vol 15, No 1 (2024): Communication
Publisher : Fakultas Komunikasi & Desain Kreatif - Universitas Budi Luhur

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36080/comm.v15i1.2792

Abstract

This research discusses the Tourism Communication Strategy of the DKI Jakarta Tourism and Creative Economy Department in Branding the Glodok Chinatown Area Destination as Urban Tourism. The background to this research is the great potential of the tourism communication model in branding the Glodok Chinatown area as an urban tourism destination in DKI Jakarta which highlights elements, namely historical tourism, cultural tourism and culinary tourism. The aim of this research is to analyze and evaluate the tourism communication strategies used by the DKI Jakarta Tourism and Creative Economy Department in branding the destination. The research method involves interviews, observation, and documentation analysis to collect data from various sources such as journals, websites, and books related to tourism destination branding. The research results show the success of the DKI Jakarta Tourism and Creative Economy Department in implementing various communication strategies to improve the image of Glodok Chinatown as an urban tourist destination. The implementation of cultural activities, such as festivals, art exhibitions and traditional performances, not only enriches tourism content by highlighting the region's rich culture and history, but also creates engaging experiences for tourists. The use of social media, including Instagram, YouTube, TikTok, and official websites, has become the main communication tool that has succeeded in reaching a wider audience, especially young people who are active on digital platforms. Apart from that, partnerships established with stakeholders, including tenants and local communities, are an important key in formulating and executing branding strategies, strengthening the integrity of Chinatown Glodok as a destination that involves and empowers the local community. Overall, this holistic communication strategy reflects an effective approach in introducing, introducing and developing Glodok Chinatown as an urban tourism destination, providing a strong foundation for success that can be strengthened and developed in the future.
Co-Authors Artyasto Jatisidi Boediman, Surya Fadjar Cantika Faiza Ramadhona Dita, Apro Djati, Sundring Pantja Doddy Wihardi Hera Oktadiana Jati, Rocky Prasetyo Kristanty, Shinta Lestari, Rini Myrza Rahmanita Myrza Rahmanita Nurbaeti Nurbaeti Nurbaeti Nurbaeti Rachman, Arief Faizal Rahmanita, Myrza Rahmat Ingkadijaya Rahmat Ingkadijaya Rahmat Kusnedi Rahmat Kusnedi Rini Lestari Sundring Djati Sundring Pantja Djati Umaimah Wahid Willy Arafah Willy Arafah