Perancangan Branding Berdasarkan Sense Of Place di Desa Wisata Rawabogo

Abstract

Rawabogo Tourism Village is a village that has cultural potential to be a tourist attraction, as well as a place for historical heritage education. The existence of the Gunung Nagara Padang site is one of the cultural potentials of Rawabogo Village. However, the existence of the Rawabogo Tourism Village is still lacking in information, both natural and cultural potential, as well as access to Rawabogo tourism information from the city and outside the city. In addition, other problems in accessibility, amenities and accommodation. Identity as a tourist village that has cultural appeal needs to be developed in order to attract more tourists while at the same time increasing the image of the Rawabogo Tourism Village as a cultural tourism destination. Therefore branding is needed as an instrument for planning and controlling village space to form the identity of the Rawabogo Tourism Village based on the conditions of the Rawabogo Tourism Village. The method used is a qualitative Regional Tourism Innovation System (RTIS). Based on the characters mentioned, this research aims to get the identity of Rawabogo through branding. The analytical method used is Branding Analysis. Analysis of Branding as a branding strategy whose stages of the process include determining the elements of brand personality, brand positioning, and brand identity (Gelder S. V., 2005). The branding of the Rawabogo Tourism Village was carried out in the form of designing visual information for digital maps and logos, as well as verbally using taglines.