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Journal : SOSIOHUMANIKA

An Analysis of Place Branding to Enhance the Image of Bandung City and its Implications toward the Decisions to Visit Tourism Destination Hurriyati, Ratih
SOSIOHUMANIKA Vol 8, No 1 (2015)
Publisher : ASPENSI in Bandung, Indonesia

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Abstract

ABSTRACT: Travelers have a central role as decision-makers to visit a particular tourist destination spot. However, the number of visitors for each destination in Bandung city is relatively fluctuation. It happened because the image of Bandung as a tourist destination is still very weak. Through the efforts of place branding, it is expected to improve the image of Bandung city, not only as a creative industrial area, but at the same time as a tourist destination. The purpose of this study was to determine the overviews of place branding, image of the city, and decision to visit; the effect of place branding toward the decision to visit; the influence on decisions to visit the citys image; the effect of place branding to the image of the city; and the influence of place branding and image of the city simultaneously to the decision to visit. The method of research is using descriptive verification. Data was collected through interviews, observations, questionnaires, and literature. The results of the study revealed that the implementation of place branding is assessed good enough. The image of Bandung city is rated so towering. While the decisions to visit tourism destination is generally considered lofty. Therefore, Bandung city government needs to provide and develop facilities evenly across tourist destinations, including public transportation. KEY WORD: Travelers, decision to visit, image of Bandung city, place branding implementation, public transportation, and tourism destination. RESUME: “Sebuah Analisis ‘Merk Tempat’ untuk Meningkatkan Citra Kota Bandung serta Implikasinya terhadap Keputusan Mengunjungi Destinasi Pariwisata”. Wisatawan memiliki peran sentral selaku pembuat keputusan untuk mengunjungi suatu tempat destinasi wisata tertentu. Namun, jumlah kunjungan wisata ke setiap destinasi di kota Bandung relatif fluktuatif. Hal itu terjadi karena citra Bandung sebagai destinasi wisata masih sangat lemah. Melalui upaya “merk tempat” diharapkan dapat meningkatkan citra kota Bandung, tidak hanya sebagai kawasan idustri kreatif, melainkan sekaligus sebagai tempat destinasi wisata. Tujuan penelitian ini adalah untuk mengetahui gambaran “merk tempat”, citra kota Bandung, dan keputusan berkunjung; pengaruh “merk tempat” terhadap keputusan mengunjungi; pengaruh citra kota Bandung terhadap keputusan mengunjungi; pengaruh “merk tempat” terhadap citra kota; serta pengaruh “merk tempat” dan citra kota secara simultan terhadap keputusan mengunjungi. Metode penelitian yang digunakan adalah verifikasi deskriptif. Tehnik pengumpulan data yang digunakan adalah wawancara, observasi, angket, serta studi literatur. Hasil penelitian menunjukkan bahwa pelaksanaan “merk tempat” dinilai cukup baik. Citra kota Bandung dinilai sangat tinggi. Sedangkan keputusan mengunjungi destinasi pariwisata secara umum dinilai tinggi. Oleh karena itu, pemerintah kota Bandung perlu menyediakan dan mengembangkan fasilitas secara merata di seluruh destinasi wisata, termasuk alat transportasi umum. KATA KUNCI: Wisatawan, keputusan mengunjungi, citra kota Bandung, implementasi “merk tempat”, dan destinasi pariwisata. About the Author: Dr. Ratih Hurriyati is a Senior Lecturer at the Doctoral Programme in Management Studies SPs UPI (Graduate School, Indonesia University of Education), Jalan Dr. Setiabudhi No.229 Bandung 40154, West Java, Indonesia. The author can be contacted via e-mail at: ratih@upi.eduHow to cite this article? Hurriyati, Ratih. (2015). “An Analysis of Place Branding to Enhance the Image of Bandung City and its Implications toward the Decisions to Visit Tourism Destination” in SOSIOHUMANIKA: Jurnal Pendidikan Sains Sosial dan Kemanusiaan, Vol.8(1) Mei, pp.99-114. Bandung, Indonesia: Minda Masagi Press, UNHAS Makassar, and UNIPA Surabaya, ISSN 1979-0112. Chronicle of the article: Accepted (March 2, 2014); Revised (July 2, 2014); and Published (May 30, 2015).
Co-Authors Aam Rachmat Mulyana Adam Hermawan Adib Sultan, Adib Adieb Sultan, Moch. Afdol Muftiasa Aghnia Fadilah, Ratu Agus Rahayu Agustini, Kamelia Ahmad Gunawan Al Qorni, Alfi W Alfy, Riadh Alia Zulfah Fahriyyah, Alia Alifya Putri Maharani Sondra Amalia Madi, Riski Amelia, Emi Andar Danova L. Goeltom Andar Danova Lastaripar Goeltom Andre Suryaningprang Andrey Satwika Yogaswara Anggi F, Muhamad Anggitasari, Siti Rafi Anggraeni, Tuti Ani Rakhmanita Annisa Megaswara Ardelia Azhar Arifianti Ari Riswanto, Ari Arifianti, Ardelia Azhar Aripin, Arip Nur Arissaputra, Rivaldi Asaretkha Adjane Annisawati Asep Kurniawan Asep Munawar Asimah, Vincent Kweku Asmara, Maisa Azizah Awalludin, Dudi Aynie, Rahmi Qurrota Ayuningtyas Yuli Hapsari Ayus Ahmad Yusuf Bambang Widjadjanta Bambang Widjajanta Bambang Widjajanta Bambang Widjajanta, Bambang Bayu Indra Setia Budi Prasetiyo, Budi Chaerunnisa Chaerunnisa Chairul Furqon, Chairul Chatarina Umbul Wahyuni Christianingrum D. Disman Dani Dagustani Depy Muhamad Pauzy Destri Mailinda Tianingrum Dewi Mayangsari Dirgantari, Dwi Puspo Dirgantari, Puspo Disman Disman Disman Disman Disman Disman Disman, Disman Edi Firdaus Effendy, Femmy Ekarini, Mira Indriyulia Eko Susanto Elvira Azis Elyusufi, Abdul Muhaimin Emi Amelia Emi Amelia Erik Syawal Alghifari Ernawati Ernawati Erni Martini Fahmi, Radiyul Fairuz Rifqi Abdurahman Faizal Fardhani Sigarlaki Faizal, Yopa Fajar Gumelar Maulana Fajar Ramadhan Fathurrohman, Firdaus Femmy Effendy Femmy Effendy Ferry Arfiansyah Firdausi Sulaksana, Ratu Dintha Insyani Zukhruf Firman Hidayat Firmansyah, Haidar Al Fardan Fitria Ashafira Friliyantie, Deska Galang Putra Nusantara, Galang Putra Gatot Iwan Kurniawan Gilang Bhirawa Noraga Girang Razati Girang Razati, Girang Gusni . Hadi Nasbey Hamsani Hamsani Hari Mulyadi, Hari harisandi, Prasetyo Hartati, Ajeng Sri Hartono, Pierdijono Hasan, Pupung Puad Heny Hendrayanti Heny Hendrayati Heny Hendrayati Herdina, Nova Hernandi Sujono Hidayat, Firman Hidayat, Yusuf Murtadlo Hifzhil Rahman Hilda Monoarfa Hilmi Muttaqien, Hilmi Hilmi, Rafiqi Zul Igus Rahmat Ginanjar Indradewa, Rhian Irawan, Rini Larasati Irna Widiastuti, Irna Ittaqullah, Nurul Iwan Setiawan Jalaludin, Engga Januar, Muhammad Johan, Ahmad Julia Famor Pratami Jumadil Saputra Kamaludin, Ahmad Kania Widyatami Kartika, Diana Ani Kartika, Titing Kharisma Sumiati Khelvin Aidil Fitriansyah, Khelvin Aidil Kusumah, Echo Perdana L. Lisnawati Lili Adi Wibowo Lisnawati Lisnawati Luckyardi, Senny M Maghfur, M M Sandi Marta Marcellia Susan Maryani, Dedeh Masharyono Masharyono Maulana, Teguh Nurakmal Maulana, Yono Maulidyna, Risna Medidjati, R. Adam Megantara, Khandinar Shidik Mirza Abdi Khairusy Mohamad Faizal, Mohamad Mohamad Reza Nurpratama Mokh Adib Sultan, Mokh Adib Mokh Adieb Sultan Monoarfa, Hilda Mubdi Mulya Isfahami Muchtar, Muhammad Muftiasa, Afdol Muhammad Fatwa F Muhammad Muchtar Muji Gunarto Mulyana, Helmi Munir Nur Komarudin Murugesu, Karina Devi Muthalib, Dzulfikri Azis Nabilah Ramadhan Nasrul Ni Putu Nurwita Pratami Wijaya Ningsih, Nurul Hutami Nugraha, Rifki Candra Nurpratama, Mohamad Reza Pangestu, Erry S.R Pitri Yanti Pranadita, Nugraha Prasetia, Arus Reka Prasetyo Harisandi Prasetyo Harisandi Prasetyo Hartanto Prihadi, M Dana Pupung Puad Hasan Purnomo Purnomo Purnomo Purwanto Purwanto Puspo Dewi Dirgantara Puspo Dewi Dirgantari Puspo Dewi Dirgantari Puspo Dewi Dirgantari Puspo Dirgantari Rahmayani Ode, Hesty Ramadhan, Didit Ramadhian, M. Arief Rahman Ratu Dintha Insyani Zukhruf Firdausi Sulaksana Rd. Dian Herdiana Utama, Rd. Dian Herdiana Rennyta Yusiana Rennyta Yusiana Resti Indriarti Rina Suprina Rini Andari, Rini Rini Larasati Irawan Rini Utari, Rini Rismayanti, Rosi Romlah Rommy Suleman, Nursaban Safroni Isrososiawan Santi Sofyani, Santi Saputri, Windy Eka Sarah, Kania Siti SATRIYAS ILYAS Savitri, Citra Senny Luckyardi Sentika, Sarah Setiawan, Rahyuniati Sigarlaki, Faizal Fardhani Sri Astuti Pratminingsih Sri Yusriani Sugiharto, Nur Aziz Sugiono, Ahmad Suhono Suhono Suhono Suhono Sujono, Hernandi Sukma Nugraha Sukmayana, Dodi Sultan, Mokh. Sumantri, Dadan Sumaryana , Fitriana Dewi Suryana Suryana Syamsu Yusuf Taufik, Erwin Taufiq Rahmat Theresia Gunawan Tiar Lina Situngkir Triyono Adi Tristanto Uus Muhamad Husni Tamyiz Vanessa Gaffar Vigory Gloriman Manalu Vika Nurpriyanti, Vika Wahyuddin, Nisaa Nursyabanniyah Wendi Andriatna, Wendi Wibowo, Lili Widjadjanta, Bambang Widyatami, Kania Yanti, Pitri Yasir Maulana Yogi Suprayogi Yono Maulana Yulandri, Elsa Yuliarti Maghfira Annahli Yuliati - Yuliawati, Novi Yuniar Sari Ratna Puri, Yuniar Sari Yunior, Ray Zhixin Li