City Branding Strategy of Yogyakarta Tourism Office in Maintaining Destination Image Amid the Rise of Klitih News
- 10.2991/978-2-494069-87-9_23How to use a DOI?
- City branding strategy; Image; Kitih; Turists; Yogyakarta tourism office
The strategy in managing an area was called a city branding strategy. The city branding strategy was an effort to form or develop the unique identity and characteristics of an area. The Yogyakarta Special Region Tourism Office was considered capable and had adequate capabilities in making city branding strategies because it could maintain the image of the region as a tourism city which had an impact on increasing the attention of tourists to keep traveling to Yogyakarta in the midst of widespread klitih news. The purpose of this study was to find out and at the same time analyze in depth the city branding strategy implemented by the Yogyakarta Tourism Office. This study uses a qualitative research approach. This study used a depth interview technique as the primary data source. The results of this study indicated that the Yogyakarta Tourism Office was based on the six aspects of the city branding hexagon by Simon Aholt, namely by using presence, potential, place, people, pulse and prerequisite so as to maintain the destination image which results in increased tourist visits in the midst of the rise of klitih news.
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Cite this article
TY - CONF AU - Alya Dwi Salsabila AU - Yani Tri Wijayanti AU - Winda Nurmalita AU - Aji Wisa Karma PY - 2022 DA - 2022/12/26 TI - City Branding Strategy of Yogyakarta Tourism Office in Maintaining Destination Image Amid the Rise of Klitih News BT - Proceedings of the Annual International Conference on Social Science and Humanities (AICOSH 2022) PB - Atlantis Press SP - 190 EP - 197 SN - 2352-5398 UR - https://doi.org/10.2991/978-2-494069-87-9_23 DO - 10.2991/978-2-494069-87-9_23 ID - Salsabila2022 ER -