Blue Ocean Strategy (BOS) Public Relations of Kampung Wisata Baluwarti Surakarta in Developing Village Branding

Abstract

This study aims to analyze how the Baluwarti Surakarta Tourism Village builds village branding. The components of the formation of village branding include the physical potential of the village that is unique, natural, rare, and has the concept of community empowerment. In formulating village branding, this study uses the Blue Ocean Strategy in which competition with other tourist villages is irrelevant. The use of digital branding is also associated with the village branding business in Baluwarti Tourism Village. The research method used is descriptive qualitative and data collection techniques with direct observation to the research locus and in-depth interviews with research informants. The results of this study indicate that Surakarta's Baluwarti Tourism Village needs to have a Public Relations whose role is to optimize the role of all stakeholders in achieving village branding, especially empowering the Baluwarti community and utilizing effective and efficient communication media.

Organizational Communication Strategy of Menantea Purwokerto in Handling Customer Complaints Through Digital Media

“…In general, every company or organization has an image (corporate image) that is obtained from people's perceptions or judgments (Suci Nurcandrani et al, 2020). Image can be positive or negative depending on how a company builds and can maintain its respective image.…”

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“…These three things are interrelated in improving the quality of welfare and village empowerment, especially in the Juruan Daya Village for a better future. This research adopts and develops previous studies such as assistance activities for the construction of internet transmitter towers in the village (Susilo et al, 2021); assistance and training activities for village officials in the use of digital media (He and Wang, 2017); training activities create simple and exciting creative content about the village (Sangchumnong, 2019); training activities optimize to improve village branding (Nurcandrani et al, 2020); Training activities on the use of social media for online marketing (He and Wang, 2017;Zhang & Cabage, 2017); training activities on the use of marketplaces and a shared understanding of the standards that must be met Liu et al, 2017)…”

Strategi Pengembangan Objek Wisata Karacak Valley Berbasis Blue Ocean Strategy

“…Kemudian [11] untuk mengetahui faktor dominan dalam mengangkat partisipasi masyarakat dalam pengebangan wisata halal di Kabuptaen Solok dari penelitian menunjukan partisipasi masyarakat dalam pengembangan wisata yaitu budaya yang kuat menjadi landasan pengetahuan wisata serta kekuatan ekonomi yang memadai. Lalu penelitian oleh [12] berujuan untuk menganalisis bagaimana Desa Wisata Baluwarti Surakarta membangun branding desa di dapatkan hasil bahwa Desa Wisata Baluwarti Surakarta perlu memiliki Humas yang berperan mengoptimalkan peran seluruh pemangku kepentingan dalam mencapai branding desa khususnya pemberdayaan masyarakat Baluwarti dan pemanfaatan media komunikasi yang efektif dan efisien. Dan penelitian [13]…”