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All Journal Jurnal Manajemen Perhotelan dan Pariwisata Ulil Albab
Setia, Hilaria Ichaina
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Religion Humanities Economics, Econometrics & Finance Education Social Sciences

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Strategi Branding Kopi Sebagai Pemasaran Pariwisata Lembah Colol Setia, Hilaria Ichaina; Vitrianto, Primantoro Nur; Isdarmanto
Jurnal Manajemen Perhotelan dan Pariwisata Vol. 8 No. 1 (2025)
Publisher : Universitas Pendidikan Ganesha

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Abstract

This study analyzes the branding strategy of Colol coffee as a flagship product in the marketing of agrotourism in Lembah Colol, East Manggarai, East Nusa Tenggara. With strong geographical potential and rich local culture, several brands such as Ponan Coffee, Kopi Po’ong, and Kopi Tuk have emerged. The research employs a descriptive qualitative method through observation, interviews, and documentation. The findings indicate that the branding strategies include brand identity development, product positioning as a local symbol, and limited digital promotion. The main challenges include inadequate infrastructure, suboptimal promotion, and low community involvement. This study provides theoretical contributions and practical recommendations for the sustainable development of agrotourism through the strengthening of local coffee branding.
Media Promosi Desa Wisata dalam Meningkatkan Kunjungan Wisatawan di Desa Golo Loni, Kecamatan Ranamese, Kabupaten Manggarai Timur, NTT Anugrah, Dwi Tias; Setia, Hilaria Ichaina; Tamima, Zakia
ULIL ALBAB : Jurnal Ilmiah Multidisiplin Vol. 3 No. 10: September 2024
Publisher : CV. Ulil Albab Corp

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/jim.v3i10.5295

Abstract

One of the tourism destinations in the NTT Province's East Manggarai Regency is Golo Loni Village. Finding out which promotional materials the Golo Loni tourist village uses to get more visitors was the aim of this study. A qualitative technique is the research methodology employed. methods for gathering data on the research topic through observations, literature reviews, and interviewing approaches. The study's findings indicated that the Golo Loni tourist village used print and digital advertising, including posters, brochures, websites, Facebook pages, Instagram accounts, and Youtube videos. It was able to draw tourists in thanks to promotions in these media. But the majority of the visitors were exclusively from within the country.
Co-Authors Anugrah, Dwi Tias Isdarmanto Tamima, Zakia Vitrianto, Primantoro Nur