CD Tesis

Strategi Komunikasi “City Branding” Dalam Mengembangkan Potensi Pariwisata Di Kabupaten Kuantan Singingi Riau

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Tourism competition between regions has recently become more competitive, to be able to compete it takes an effective strategy to develop the potential and uniqueness of the region in order to be competitive. The purpose of this research is to know the communication strategy "city branding" in developing tourism potential in Kuantan Singingi Regency. This research method is to use a qualitative descriptive approach. Researchers chose to use the constructivist paradigm because they wanted to gain a developed understanding of City Branding. The research consists of several stages, the data retrieval stage is carried out by qualitative descriptive method, namely observation, interview, and documentation. This study uses data credibility test to test the validity of data that has been obtained in the field. The result of this study is the development of tourism sector potential in supporting the establishment of City Branding, among others, promotion through direct and indirect media. Direct media such as holding meetings and discussions periodically to make planning and application about the image of the region in terms of tourism. While indirect media such as doing promotions and news through digital media (website, blog, facebook, instagram, whatsapp group, and youtube) and displaying billboards and banners at the most popular points, both in the area and outside the area. Broadly speaking, the obstacles faced are budget and literacy to the importance of tourism. So many human resources do not have competence in their fields. In implementing the city branding strategy in promoting tourism potential in Kuantan Singingi Regency produces several obstacles, namely (1) the capacity of human resources that are less qualified in the field of tourism promotion. (2) Insufficient budget allocation for branding and information distribution. (3) Not yet maximum transportation access to new tourist destinations. (4) Not yet maximum Hospitality in the scope of tourist destinations Kuantan Singingi. Then, the efforts taken by the Kuantan Singingi Regency Government in overcoming these obstacles include conducting training for human resources and planning budget allocation for tourism promotion in the next year's Budget.
Keywords: Communication, City Branding, and Tourism

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

10 11. 221 (0005)

Penerbit

Pekanbaru : Universitas Riau – Pascasarjana – Tesis Ilmu Komunikasi., 2021

Deskripsi Fisik

xiii, 180 hlm.: ill.: 29 cm

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

10 11. 221 (0005)

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

ILMU KOMUNIKASI

Info Detail Spesifik

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Pernyataan Tanggungjawab

FATAH

Versi lain/terkait

Lampiran Berkas

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