Strategic Preferences Towards the Challenges of Destination Branding: A Case Study in Nusa Tenggara Timur Province
- 10.2991/assehr.k.220301.007How to use a DOI?
- Destination Branding; Strategic Preference; Fuzzy – TOPSIS; Nusa Tenggara Timur; Indonesia
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.
- © 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 - 10.2991/assehr.k.220301.007 ID - Bire2022 ER -