Proceedings of the Asia Tourism Forum 2016 - the 12th Biennial Conference of Hospitality and Tourism Industry in Asia

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Establishing Brand Based Organization by Customer Perspective in Jungleland Adventure Theme Park, Sentul City, Bogor - Indonesia

Authors
Nurul Komalsari, Ahmad Hasyim, Angel Jessyca, Fauzan Achmad, Luki Wijaya, Restu Maudy, Anang Sutono
Corresponding Author
Nurul Komalsari
Available Online May 2016.
DOI
10.2991/atf-16.2016.3How to use a DOI?
Keywords
Brand-based organization; Brand identity, Customer perspective, Human capital.
Abstract

This research is conducted to formulate the program of Brand-Based Organization at Jungleland Adventure Theme Park. Research is carried out by identifying the visitor perceptions regarding the implementation of brand identity and professionalism implemented by Jungleland's human resources. This research is also conducted in-depth interview to the management and frontline staffs to get the facts and confirm the findings. In addition, it is to compare with competitors' brand identity to determine the brand position of Jungleland. The result shows that Jungleland's brand identity represented by the symbol has the lowest value as perceived by visitors as compared with brand as a product and brand as a person. When Jungleland is compared with its competitors, Trans Studio Bandung, Taman Safari Bogor and Dunia Fantasi, it has the strong point righteously as the later entrant through the attributes of existing brands. Regarding to the results, proposed recommendations for human resources development program towards brand-based organization includes the Talent Management Program and Rewards Management Program.

Copyright
© 2016, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the Asia Tourism Forum 2016 - the 12th Biennial Conference of Hospitality and Tourism Industry in Asia
Series
Advances in Economics, Business and Management Research
Publication Date
May 2016
ISBN
10.2991/atf-16.2016.3
ISSN
2352-5428
DOI
10.2991/atf-16.2016.3How to use a DOI?
Copyright
© 2016, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

risenwbib
TY  - CONF
AU  - Nurul Komalsari
AU  - Ahmad Hasyim
AU  - Angel Jessyca
AU  - Fauzan Achmad
AU  - Luki Wijaya
AU  - Restu Maudy
AU  - Anang Sutono
PY  - 2016/05
DA  - 2016/05
TI  - Establishing Brand Based Organization by Customer Perspective in Jungleland Adventure Theme Park, Sentul City, Bogor - Indonesia
BT  - Proceedings of the Asia Tourism Forum 2016 - the 12th Biennial Conference of Hospitality and Tourism Industry in Asia
PB  - Atlantis Press
SP  - 14
EP  - 24
SN  - 2352-5428
UR  - https://doi.org/10.2991/atf-16.2016.3
DO  - 10.2991/atf-16.2016.3
ID  - Komalsari2016/05
ER  -