PENGUATAN EKONOMI LOKAL PASCA-COVID-19
Strategi Branding Embrio Destinasi Wisata Religi Baru di Kabupaten Sidoarjo
DOI:
https://doi.org/10.21274/ar-rehla.v2i2.5889Keywords:
Branding, Makam, Sidoarjo, Strategi, Wisata ReligiAbstract
Abstrak: Kabupaten Sidoarjo memiliki banyak embrio destinasi wisata religi yang dapat dikembangkan melalui strategi branding, sehingga menguatkan perekonomian lokal. Penelitian ini bertujuan untuk mengetahui dan menganalisis strategi branding yang dapat diterapkan pada embrio destinasi wisata religi Makam Mbah Sayyid Wali Punden dan Makam Dewi Sekardadu. Penelitian dilakukan dengan pendekatan kualitatif yang dianalisis secara deskriptif. Informan dalam penelitian ini yaitu pemerintah desa, pokdarwis, masyarakat, pengunjung dan pengamat. Hasil penelitian menunjukkan bahwa embrio destinasi wisata religi Makam Mbah Sayyid Wali Punden dan Makam Dewi Sekardadu memiliki brand positioning yang berkaitan dengan unsur atribut, yakni keunikan lokasi Makam yang berada di sekitar vegetasi mangrove dan tambak ikan. Sementara dari sisi brand identity, keduanya memiliki unsur ‘Kisah Merek’ yang dapat digunakan sebagai image positif kedua destinasi religi tersebut. Dengan begitu dapat diupayakan branding dengan mengadopsi model Jason Miletsky yang menyebutkan bahwa kesuksesan sebuah brand sangat dipengaruhi oleh ciri khas (keunikan), image, personality maupun potensi sekitar.
Kata Kunci: Branding; Makam; Sidoarjo; Strategi; Wisata Religi
Abstract: Sidoarjo Regency has many embryos of religious tourism destinations that can be developed through a branding strategy, thereby strengthening the local economy. This study aims to identify and analyze branding strategies that can be applied to the embryos of religious tourism destinations of the Tomb of Mbah Sayyid Wali Punden and the Tomb of Dewi Sekardadu. The research was conducted with a qualitative approach which was analyzed descriptively. The informants in this study were the village government, the Pokdarwis tourism awareness group, the community, visitors and observers. The results showed that the embryos of religious tourism destinations Mbah Sayyid Wali Punden and Dewi Sekardadu's Tomb have brand positioning related to attribute elements, namely the uniqueness of the location of the tomb which is around mangrove vegetation and fish ponds. Meanwhile, in terms of brand identity, both have an element of 'Brand Story' which can be used as a positive image for the two religious destinations. That way, branding can be pursued by adopting the Jason Miletsky model which states that the success of a brand is strongly influenced by the characteristics (uniqueness), image, personality and potential around.
Keywords: Branding; Tomb; Sidoarjo; Strategy; Religious Tourism
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