Open AccessThe Role of Branding Strategy in Strengthening the Image of the Village Tourism in Bali
Author(s) -
Ni Luh Putu Agustini Karta,
Ni Made Ary Widiastini,
I Ketut Sutapa,
Erna Wiles
Publication year - 2021
Publication title -
jurnal kajian bali/jurnal kajian bali (journal of bali studies)
Language(s) - English
Resource type - Journals
eISSN - 2580-0698
pISSN - 2088-4443
DOI - 10.24843/jkb.2021.v11.i02.p07
Subject(s) - tourism , competitor analysis , nonprobability sampling , marketing , conceptual framework , business , survey methodology , brand image , qualitative property , thematic analysis , qualitative research , advertising , geography , sociology , social science , population , statistics , demography , mathematics , archaeology , machine learning , computer science
The purpose of this study is to analyze how the tourism village brand strategy in Bali can strengthen the village’s image. The methods are descriptive qualitative (interviews) and quantitative (survey). Eight key informants who are involved in managing the tourism village were interviewed. The sampling technique for the survey was purposive, involving 126 tourists who have visited the tourism villages. Thematic analysis was conducted for the qualitative data; whereas, multiple linear regression was used to analysed the quantitative data. The findings are brand equity and conceptual branding strategy in tourism village have been implemented, however, they need to be optimalized to strengthen the village tourism’s image. The finding from the quantitative data shows that the brand relationship significantly strengthens the image of the tourism village. This research implies that there is a necessity for tourism villages in Bali to design and implement more specific branding methods and set specific purposes so that the new positioning will distinguish them from their competitors and hence, directly strengthen the image.