Proceedings of the International Conference on Applied Science and Technology on Social Science 2021 (iCAST-SS 2021)

Strategic Preferences Towards the Challenges of Destination Branding: A Case Study in Nusa Tenggara Timur Province

Authors
Rio Benedicto Bire*, rio.bire@gmail.com
Tourism Department, State Polytechnic of Kupang, Indonesia
Imelda Regina Pellokila
Tourism Department, State Polytechnic of Kupang, Indonesia
Asbi Nasar
Tourism Department, State Polytechnic of Kupang, Indonesia
Corresponding Author
Rio Benedicto Birerio.bire@gmail.com
Available Online 4 March 2022.
DOI
https://doi.org/10.2991/assehr.k.220301.007How to use a DOI?
Keywords
Destination Branding; Strategic Preference; Fuzzy – TOPSIS; Nusa Tenggara Timur; Indonesia
Abstract

This study aims to rank strategical preferences pertaining to the challenges of destination branding in the Nusa Tenggara Timur (NTT) Province. Scarcity of empirical research into the related area of study, and the rise of tourism along with the challenges it encompasses, justifies a gap for the aforementioned agenda. We employed the Fuzzy - Technique for Order Preference by Similarity to Ideal Solution (F-TOPSIS) in order to identify the order of preferred approaches based on level of importance and urgency, which was done through questionnaire spread and interviews upon regional tourism stakeholders in NTT. Research results present the five most desired strategies as sustainable safety and security, developing distinctive tourist attractions, involving host community and multiple stakeholders, user generated content and social networking, and partnering with branding experts. Additionally, managerial implications were discussed. Our research is contended beneficial for providing a blueprint of practical approaches that can be employed for strengthening the branding process of tourism destinations.

Copyright
© 2022 The Authors. Published by Atlantis Press SARL.
Open Access
This is an open access article under the CC BY-NC license.

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Volume Title
Proceedings of the International Conference on Applied Science and Technology on Social Science 2021 (iCAST-SS 2021)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
4 March 2022
ISBN
978-94-6239-547-3
ISSN
2352-5398
DOI
https://doi.org/10.2991/assehr.k.220301.007How to use a DOI?
Copyright
© 2022 The Authors. Published by Atlantis Press SARL.
Open Access
This is an open access article under the CC BY-NC license.

Cite this article

TY  - CONF
AU  - Rio Benedicto Bire
AU  - Imelda Regina Pellokila
AU  - Asbi Nasar
PY  - 2022
DA  - 2022/03/04
TI  - Strategic Preferences Towards the Challenges of Destination Branding: A Case Study in Nusa Tenggara Timur Province
BT  - Proceedings of the International Conference on Applied Science and Technology on Social Science 2021 (iCAST-SS 2021)
PB  - Atlantis Press
SP  - 37
EP  - 43
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.220301.007
DO  - https://doi.org/10.2991/assehr.k.220301.007
ID  - Bire2022
ER  -