PENGEMBANGAN DESTINASI WISATA NAGARI ANDALEH MELALUI PEMBANGUNAN BRANDING DAN POSITIONING DI KECAMATAN BATIPUH KABUPATEN TANAH DATAR

Khairil Anwar; Eri Gas Ekaputra; Oktavianus Oktavianus; Elvira Luthan; Varhanno Khallifhatul Khanh; Vitrya Qurratu Ayuni Khanh; Aufa Fikhriah; Resca Caesar Resti; Savira Nurul Hayuni

doi:10.25077/bina.v4i4.368

Khairil Anwar Universitas Andalas
Eri Gas Ekaputra Fakultas Teknologi Pertanian Universitas Andalas
Oktavianus Oktavianus Fakultas Ilmu Budaya Universitas Andalas
Elvira Luthan Fakultas Ekonomi Universitas Andalas
Varhanno Khallifhatul Khanh Pascasarjana Universitas Andalas
Vitrya Qurratu Ayuni Khanh Fakultas Teknik Universitas Andalas
Aufa Fikhriah Fakultas Hukum Universitas Andalas
Resca Caesar Resti Fakultas Ilmu Budaya Universitas Andalas
Savira Nurul Hayuni Fakultas MIPA Universitas Andalas

DOI: https://doi.org/10.25077/bina.v4i4.368

Keywords: development, branding, positioning, destination, and marketing

Abstract

Nagari Andaleh is a village in Batipuh District, Tanah Datar Regency, West Sumatra Province. This Nagari is rich with potential natural resources and human resources. Currently, this Nagari has become one of the tourist destinations in Tanah Datar Regency. The problem faced by the Nagari is the problem of branding and positioning tourist destinations. The purpose of this activity is to empower human resources to utilize natural resources as tourist destinations and develop the competitiveness of destination products to markets outside Tanah Datar Regency, accelerating the diffusion of technology and management from universities to partners. In particular, the purpose of the activity is to explore and build branding and positioning of tourist destinations in the Nagari. The activity is carried out in 3 stages. The first stage of preparation begins with socialization, contacting the Nagari government and related parties to determine the schedule of activities, and compiling activity modules, and preparing for the implementation of activities. The stage of implementing activities in the aspect of destination with destination quality control methods, training methods on strengthening Nagari institutions, branding and positioning development workshops, training methods for destination creation, and consulting. The final stage is the implementation of monitoring and evaluation of activities. The results of the activities are creating branding and positioning of Nagari tourist destinations, improving quality and destinations that are following natural resources, developing destination design innovations, and improving quality so that they can target the destination market. Mentoring activities need to be continued to help Nagari build tourist destinations Nagari Andaleh continues to grow.

Downloads

Download data is not yet available.

References

Hereyah, Y., R. Kusumaningrum. 2019. Proses destination branding dalam membentuk citra tujuan wisata museum Indonesia. Jurnal Ilmu Politik dan Komunikasi. 9 (2): 15-34.

Iskandar., M. Imam, M. A. Islam. 2021. Destination branding: pendekatan segmentation, targetting, dan positioning dalam perancangan media wisata bahari tlocor Sidoarjo. Jurnal Barik. 1 (3): 164-180.

Laužikas, M., & Mokšeckienė, R. 2014. The development of creative industries: the case of lithuanian fashion design companies. Societal Studies, 6(1), 34–66.

Lita, R. P., Meuthia, M., & Faisal, R. F. 2018. Model keterkaitan market orientation, leadership, organizational innovation dan organizational performance pada industri kerajinan di Sumatera Barat. Jurnal Siasat Bisnis, 22(1), 38–61.

Maharani. P., Conny, R. Andari, T. Andrianto. 2014. Pengaruh brand positioning wonderful indonesia terhadap keputusan wisatawan mancanegara untuk berkunjung ke Indonesia (survei terhadap wisatawan mancanegara asal Singapore, Malaysia dan Australia). Tourism and Hospitality Essentials (THE) Journal. 4(1): 741-758.

Masnarivan, Y. Masnarivan, Obel, Y. M. Rivan, dan E. A. Maisa. 2021. Perancangan program berkelanjutan nagari membangun di Nagari Ganting Mudik Selatan Surantih Kecamatan Sutera Kabupaten Pesisir Selatan. Buletin Ilmiah Nagari Membangun. 4 (1): 1-9.

Melinda, N., Herviyanti, T. Habazar, C. W. Refdi. 2021. Penguatan kelembagaan petani baramban dalam pemasaran sayur sehat bersertifikat prima 3 di Kecamatan Banuhampu Kabupaten Agam, Sumatera Barat. Jurnal Hilirisasi Ipteks. 4 (2) Hal.

Suzana, A., E. Putri, Jendrius, Masrizal, J. Sari. 2021. Perencanaan pembangunan Nagari Sumaniak Kecamatan Salimpaung Kabupaten Tanah Datar yang responsif terhadap dampak pandemi covid-19. Buletin Ilmiah Nagari Membangun. 4 (1): 20-27.