Branding Analysis in Development Effort Kota Lama Semarang’s Tourism Destinations
- 10.2991/assehr.k.210805.141How to use a DOI?
- Branding, Perception, Tourism
Indonesia has many tourist areas and is very popular with tourists including foreign tourists. One of them is Semarang, which is one of the largest cities in Java Island. In this city there are four cultural sites of Semarang Lama, one of which is the Tourist Area of Kota Lama which is located in the middle of semarang city. Kota Lama is one of the icon cities of Semarang, as a tourism that contributes to the regional economy. Therefore, there needs to be a strategy to increase tourist attraction, one of the strategies for developing tourist destinations is by branding. Branding activities focus on building the image or image of the tourism and of course will involve stakeholders in this case, namely internal stakeholders and external stakeholders. The purpose of this research is to know the external perception of stakeholders on the quality and icon branding of Kota Lama Semarang, brand strategy carried out by internal stakeholders, as well as the development of tourist destinations in Kota Lama. While the theories and concepts used in this research are perception, brand strategy, city branding, tourism, and creative economy. This research uses qualitative approach with case study method. The data was obtained from interviews with two key informants and one supporting informant. The results showed that the branding quality of Kota Lama Semarang is much better than before.
- © 2021, 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
TY - CONF AU - Gracia Angela Harianto AU - Gregorius Genep Sukendro PY - 2021 DA - 2021/08/08 TI - Branding Analysis in Development Effort Kota Lama Semarang’s Tourism Destinations BT - Proceedings of the International Conference on Economics, Business, Social, and Humanities (ICEBSH 2021) PB - Atlantis Press SP - 893 EP - 898 SN - 2352-5398 UR - https://doi.org/10.2991/assehr.k.210805.141 DO - 10.2991/assehr.k.210805.141 ID - Harianto2021 ER -