Constructing the Social Image of the Shining Batu Destination Brand : a Study of Tourism Marketing Communication Strategy
DOI:
https://doi.org/10.37826/spektrum.v13i2.791Kata Kunci:
Social Construction of Reality (SCOR), Social Image, Destination Brand, Tourism Marketing Communication StrategyAbstrak
Social Contruction of Reality (SCOR) untuk mengkaji teorinya ini melalui eksternalisasi, Legitimasi-objektiviti dan internalisasi. Social Contruction of Reality ini menganalogikan suatu citra sosial tentang brand destinasi yang mampu membentuk refleksi realitas. Brand sendiri dipahami yakni nama, istilah, tanda, simbol atau desain atau tagline dan kombinasinya yang mana untuk membedakan produk satu dengan produk lainnya. Kemudian Untuk membangun identitas Kota, membedakan satu Kota dengan Kota lain, digunakanlah brand destinasi. Shining Batu brand destinasi Kota Batu Jawa Timur Indonesia. Wacana brand dipahami mulai dari ahli dibidang branding, pemilik brand dan kelompok masyarakat yang tidak memiliki kepentingan secara langsung terhadap brand. Brand destinasi sendiri oleh cendikiawan, akademisi mendapatkan perhatian guna memberikan bimbingan terhadap pengembangan pariwisata yaitu startegi komunikasi pemasaran pariwisata. Penelitian ini adalah aliran pemikiran postmodern dengan metode kualitatif yang menggunakan teori Social Construction of Reality (SCOR) . Periset dalam pengumpulan data menggunakan observasi, wawancara mendalam dan dokumen. Periset melakukan observasi partisipan. Periset melakukan wawancara mendalam kepada Kepala Bagian Organisasi Setda Kota Batu, IKP(Informasi Komunikasi Publik) Dinas Komunikasi dan Informatika Kota Batu, Kepala Bidang Pemasaran Pariwisata Dinas Pariwisata Kota Batu dan wisatawan yang berkunjung ke Kota Batu Jawa Timur. Dokumen yang didapatkan periset berupa data Laporan Akhir Badan Perencanaan Pembangunan Daerah Kota Batu 2013. Kesimpulan dari penelitian ini adalah proses mengkonstruksi citra sosial brand destinasi menjadi bagian penting jika dilakukan secara lebih kuat (powerfull) dengan menimbang semua unsur komunikasi.
Referensi
Aleonita, Shelea and Andjarwati, Anik Lestari .(2020), penelitian ini menggunakan metode kuantitatif tentang CITY BRANDING ”SHINING BATU” DAN E-WOM SERTA PENGARUHNYA TERHADAP NIAT BERKUNJUNG WISATAWAN (STUDI PADA WISATAWAN DI KOTA BATU). Jurnal Ilmu Manajemen Volume 8 Nomor 3. In https://doi.org/10.26740/jim.v8n3.p748-755 Accessed date June 18,2025 Time 09:34 WIB.
Almeyda-Ibáñez, M., & George, B. P. (2017). The evolution of destination branding: A review of branding literature in tourism. Journal of Tourism, Heritage & Services Marketing, 3(1), 9-17 in https://doi.org/10.5281/zenodo.401370 accessed date June 13, 2025 Time 07:20 WIB.
Bungin, Burhan. (2017). KOMUNIKASI PARIWISATA TOURSM COMMUNICATION Pemasaran dan Brand Destinasi. KENCANA Jakarta.
Chen, Ruixia; Zhou, Zhimin; Zhan Ge and Zhou, Nan. (2020) The impact of destination brand authenticity and destination brand self-congruence on tourist loyalty: The mediating role of destination brand engagement. ELSEVIER Journal of Destination Marketing and Management Volume 15. In https://doi.org/10.1016/j.jdmm.2019.100402 accessed date June 14, 2025 Time 09:30 WIB.
Claulagain, Suja, Wiitala, Jessica and Fu, Xiaoxiao. (2019). The impact of country image and destination image on US tourists’ travel intention. ELSEVIER Journal of Destination Marteting and management Volime 12 , page 1-11. In https://doi.org/10.1016/j.jdmm.2019.01.005 Acceseed date June 18, 2025 Time 08:33 WIB.
Creswell, John W (2016). Research desain : pendekatan metode kualitatif, kuantitatif dan campuran. A. Fawaid & R.K. Pancasari (Penterjemah). Yogyakarta : Pustaka Pelajar
Guzikevits, Mika and Hillel, Shoham C.(2022). The optics of lying: How pursuing an honest social image shapes dishonest behavior. ELSEVIER Current Opinion in Psychology Volume 46 Agustus 2022. In https://doi.org/10.1016/j.copsyc.2022.101384 Accessed date June 19, 2025 Time 15:37 WIB
HANNA, SONYA; ROWLEY,JENNIFER and KEEGAN, BRENDAN. (2021). Place and Destination Branding: A Review and Conceptual Mapping of the Domain European Management Review, Vol. 18, 105–117, (2021). In https://onlinelibrary.wiley.com/doi/abs/10.1111/emre.12433 Accessed date June 20,2025 Time 07:00 WiB.
Hilman, Yusuf Adam. (2017). Strategi pembangunan pariwisata internasional berbasis pertanian organik. Jurnal ARISTO Sosial Politik Humaniora Volume.5 No.1 Tahun 2017. In https://doi.org/10.31227/osf.io/m65n9 Accesssed date June 19, 2025 Time 09:48 WIB.
Isaac,Muponya&Rumbidzai, Chiyangwa.(2024) Exploring antecedents of destination brand engagement of tourists: The roles of destination brand experience and destination brand authenticity. International Journal of Scientific Research and Management (IJSRM) Volume.12 Issue.06 Pages 1855-1870 2024. In https://doi.org/10.18535/ijsrm/v12i06.sh02 accessed date June 15,2025 Time 07:00 WIB
Kahija, YF La. (2017). PENELITIAN FENOMENOLOGIS Jalan Memahami Pengalaman Hidup. KANISIUS Yogyakarta.
Kriyantono.(2022). TEKNIK PRAKTIS RISET KOMUNIKASI Disertai Contoh Praktis Riset Media, Public Relations, Advertising, Komunikasi Organisasi, Komunikasi Pemasaran. PRENADA MEDIA.
Johansen, Trine Susanne& Gregersen, Magnus Kristian. (2024). The Authenticity of Organizational-Level Visual Identity in the Context of Strategic Communication. Routledge International Journal of Strategic Communication , 18:5, 404-42. In https://doi.org/10.1080/1553118X.2024.2352114 Accesssed date June 21,2025 Time 08:15 WIB.
Jovanović, Miloš.(2021). BOURDIEU’S THEORY AND THE SOCIAL CONSTRUCTIVISM OF BERGER AND LUCKMANN. PHILOSOPHY AND SOCIETY VOL. 32, NO. 4, 499–774. In https://www.ceeol.com/search/article-detail?id=1012163 Accessed date March 16,2025 Time 13:50 WIB.
Kasapi,Irisi and Cela,Ariana.(2017). Destination Branding: A Review of the City Branding Literature. Mediterranean Journal of Social Sciences Vol 8 No 4 July 2017. In https://www.academia.edu/download/110383476/article-p129.pdf Accessed date June 20, 2025 Time 21:00 WIB.
Nurudin. (2019). ILMU KOMUNIKASI Ilmiah dan Populer. Rajagrafindo Persada Depok.
Putri, Anggi Jihan; Safitri, Ardania; Nisa, Chusnatun and Fitri, Eka Sifatui. (2019). “SHINING BATU” : SISTEM INFORMASI WISATA DAN KULINER KOTA BATU Jurnal Ilmiah InformatikaVolume 4No. 2/ Desember 2019. In https://doi.org/10.35316/jimi.v4i2.548 Accessed June 19, 2025 Time 12:00 WIB.
Ruler, Betteke van. (2018). Communication Theory: An Underrated Pillar on Which Strategic Communication Rests. Routledge , International Journal of Strategic Communication, 12:4, 367-381. In https://www.tandfonline.com/action/showCitFormats?doi=10.1080/1553118X.2018.1452240 Accessed June 21, 2025 Time 09:00 WIB.
Rythoven, Eric Van. (2021). Walter Lippmann, emotion, and the history of international theory. International Theory (2021), page 1 of 25. In https://www.cambridge.org/core/journals/international-theory/article/walter-lippmann-emotion-and-the-history-of-international-theory/F6FAB67CD8C04AE6E820AC11AAEB24AF Accessed date June 19,2025 Time 15:00 WIB.
Sakti, Intan W; Darajat, Zakiyah and Rismayanti, Yori. (2024). Destination brand authenticity to destination brand engagementin tourism destination. In https://doi.org/10.47577/tssj.v61i1.11647 accessed date June 14, 2025 Time 09:30 WIB
Sugiyono(2018). METODE PENELITIAN KUALITATIF Untuk penelitian yang bersifat : eksploratif, enterpretif, interaktif dan konstruktif. ALFABETA BANDUNG.
Sukardani, Puspita Sari; Setianingrum, Vinda Maya and Aji, Gilang Gust (2019). Tourist Village Program for Modern Tourism: A Study on City Branding “Shining Batu” of Batu City. 2nd International Conference on Social Science (ICSS 2019) Advances in Social Science, Education and Humanities Research, volume 383. In https://doi.org/10.2991/icss-19.2019.158. Accessed date June 18,2025 Time 09:26 WIB.
Utami, Muherni Asri and Cindrakasih, Roosita. (2023). Struktural Fungsionalism sebagai Proses Transmisi Bantengan Kota Batu. Jurnal Komunikasi Nusantara Volume 5 No.2 (2023) page 284-293. In https://jkn.unitri.ac.id/index.php/jkn/article/view/400/114 Accessed date June 21,2025 Time 08:00 WIB.
Warsaa, Yogi Widya Saka and Nicholaus Wayong .(2023). Analisis Visual Penerapan Brand EquityPadaVideoCity Branding“Shining Batu”. Jurnal Desain Komunikasi Visual Asia (JESKOVSIA)Vol.07, No.01, Tahun2023. In https://doi.org/10.32815/jeskovsia.v7i01.915 Accessed date June 18,2025 Time 09:17 WIB.
Unduhan
Diterbitkan
Cara Mengutip
Terbitan
Bagian
Lisensi
Hak Cipta (c) 2025 Jurnal Spektrum Komunikasi
Artikel ini berlisensiCreative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
