Marketing Strategy Of Tourism Village In Indonesia Through Branding

  • Marhanani Tri Astuti Ministry of Tourism and Creative EconomyRepublic of Indonesia
Keywords: marketing strategy, tourism village, branding.


Tourism Village is a form of integration between accommodation and supporting facilities presented in a structure of community life that integrates with the prevailing procedures and traditions. Technological developments also cannot be ignored, therefore management or tourism villageorganizations need to make changes so that the products and services offered can be well received by the targeted market segments.Changes in the surrounding environment can result in changes in consumer behavior including tastes, trends so that it can affect the products and services offered by rural tourism. The number of Tourism Villages in Indonesia is approximately 980 villages. Through the Tourism Village will be a representative of an area in promoting culture, nature, history and art attractions. The impact that will occur both local and foreign tourists can get to know the uniqueness and uniqueness of the tourist village that is the destination. This environmental factor is one of the considerations in developing a marketing strategy for a tourism village.Furthermore, tourism products have an uniqueness that is cannot be stored, cannot be carried or moved, consumers must come to the location and the new tourism production process occurs when tourists come to enjoy the product.Therefore the communication media becomes very vital in the marketing of tourist villages. For marketing to be effective and efficient it is necessary to identify market segmentation with the right choice of media, both traditional and modern.The methodology used is descriptive qualitative data collection through literature review, social media, scientific books and research reports.The conclusions of the tourism village marketing strategy through branding is needed at this time to promote the tourism village in order to bring the tourism village products and tourists' desires.The need for government cooperation with tourism and community stakeholders,academicsand the media.