ANALISIS IDENTITAS MEREK DAYA TARIK WISATA MELALUI INSTAGRAM : Studi Pada Kawasan Pengembangan Pariwisata Nasional Lembang

• Main Author: Nabila Nuraini, - (Author)
• Format: Book
• Published: 2022-08-30.
• Subjects: Thesis; NonPeerReviewed
• Online Access: Link Metadata
• Notes: http://repository.upi.edu/84990/1/S_MPP_1800923_Title.pdf; http://repository.upi.edu/84990/2/S_MPP_1800923_Chapter1.pdf; http://repository.upi.edu/84990/3/S_MPP_1800923_Chapter2.pdf; http://repository.upi.edu/84990/4/S_MPP_1800923_Chapter3.pdf; http://repository.upi.edu/84990/5/S_MPP_1800923_Chapter4.pdf; http://repository.upi.edu/84990/6/S_MPP_1800923_Chapter5.pdf; http://repository.upi.edu/84990/7/S_MPP_1800923_Appendix.pdf
• Keywords: GV Recreation Leisure; L Education (General)

Pembukaan daya tarik wisata tersebut tentu memiliki tantangan untuk mengenalkan identitas mereknya dengan situasi pandemi Covid-19 saat ini. Instagram menjadi strategi pemasaran online yang sangat efektif, mengingat perkembangan teknologi sekarang sudah semakin pesat, terlebih lagi terjadi peningkatan penggunaan internet pada masa pandemi Covid-19. Penelitian ini bertujuan untuk mendeskrisikan dan mengekplorasi identitas merek WoW Sarae Hills dari sisi pengirim (picture of sender) dan pengunjung (picture of recipient) dan bagaimana pengelola mengkomunikasikan identitas merek mereka melalui konten unggahan Instagram. Penelitian ini menggunakan pendekatan kualitatif dengan metode studi kasus dan analisis isi. Teknik pengumpulan data yang digunakan pada penelitian ini yaitu melalui wawancara pengelola dan pengunjung, observasi, dokumentasi, dan studi literatur. Teknis Analisa data menggunakan analisis deskriptif kualitatif dan analisis isi. Hasil penelitian mengacu pada konsep prisma identitas merek Kapferer (2012) dan beberapa penelitian terdahulu untuk menganalisis unggahan konten foto/ilustrasi (Haidar & Martadi, 2021; Lavoie, 2016; Kääriäinen, 2021). Hasil penelitian pada temuan satu yaitu prisma identitas merek WoW Sarae Hills, terdapat beberapa karakteristik yang muncul di setiap aspek dan tidak terdapat karakteristik yang sama di masing-masing aspek. Hal ini menunjukan bahwa identitas merek WoW Sarae Hills sudah baik. Hasil temuan kedua secara keseluruhan menunjukan bahwa aspek fisik merupakan aspek yang paling banyak muncul pada unggahan foto/ilustrasi dengan atribut logo sebagai frekuensi terbanyak. The opening of the tourist attraction certainly has challenges to introduce its brand identity to the current Covid-19 pandemic situation. Instagram has become a very effective online marketing strategy, considering that technological developments are now increasingly rapid, moreover there has been an increase in internet use during the Covid-19 pandemic. This study aims to describe and explore the WoW Sarae Hills brand identity from the sender (picture of sender) and visitor (picture of recipient) side and how managers communicate their brand identity through Instagram uploaded content. This study uses a qualitative approach with case study methods and content analysis. Data collection techniques used in this study were through interviews with managers and visitors, observation, documentation, and literature studies. Technical Analysis of the data using descriptive qualitative analysis and content analysis. The results of the study refer to the concept of the prism of Kapferer's brand identity (2012) and several previous studies to analyze uploaded photo/illustration content (Haidar & Martadi, 2021; Lavoie, 2016; Kääriäinen, 2021). The results of the research, the first finding the prism of the WoW Sarae Hills brand identity. There are several characteristics that appear and has no similar characteristics in each aspect. This shows that the WoW Sarae Hills brand identity was found to be fairly good. The second finding shows that the physical aspect appears the most in photo/illustration uploads with the logo attribute as the highest frequency.