Designing Promotion Strategy of Malang Raya’s Tourism Destination Branding through Audio Visual Media

Abstract

This study examines the suitability concept of destination branding with existing models of Malang tourism promotion. This research is qualitative by taking the data directly in the form of existing promotional models of Malang, namely: information portal sites, blogs, social networking, and video via the Internet. This study used SWOT analysis to find strengths, weaknesses, opportunities, and threats on existing models of the tourism promotion. The data is analyzed based on destination branding's concept indicators. Results of analysis are used as a basis in designing solutions for Malang tourism promotion through a new integrated tourism advertising model. Through the analysis we found that video is the most suitable media that used to promote Malang tourism in the form of advertisements. Videos are able to show the objectivity of the fact that intact better through audiovisual form, making it easier to associate the viewer thoughts on the phenomenon of destination. Moreover, video creation of Malang tourism as well as conceptualized ad is still rare. This is an opportunity, because later models of audiovisual advertisements made of this study is expected to be an example for concerned parties to conceptualize the next Malang tourism advertising.

Assessing the engagement of social media marketing: the case study of a tourism Toronto video-based marketing campaign

“…It is for this reason that video must be adopted as a marketing technique to satisfy and engage consumers and to manage information overload. Nuansa, Suryadi and Wisadirana (2014), explain that video is the most suitable advertising medium for destination branding through it's ability to make it easier to associate the tourist's thoughts on a destination. The advantage of showcasing a memorable travel experience through moving pictures (video) is the element required by a travel destination to promote in an efficient manner (Nuansa et al, 2014).…”

“…Nuansa, Suryadi and Wisadirana (2014), explain that video is the most suitable advertising medium for destination branding through it's ability to make it easier to associate the tourist's thoughts on a destination. The advantage of showcasing a memorable travel experience through moving pictures (video) is the element required by a travel destination to promote in an efficient manner (Nuansa et al, 2014). The findings by Yumi, Chung and Weaver (2012), suggest that consumer-generated videos do not carry the same destination brand as destination marketer-generated videos, and therefore, have little positive impact on a destination brand.…”

Governing Tourism Destination with Innovation System in Malang Regency

“…Therefore, destinations need to be recognized by the importance of knowledge management and implementation of systems such as, for example, expertise in databases that might be useful for securing information and knowledge and used to promote innovation activities. Several pieces of research explored tourism in Malang, for instance, promotion strategy [5], Agrotourism [6], the impact of tourism on Malang regional economics [7], and the role of the volunteer in ecotourism [8]. It is still a lack of governance and innovation research improving tourism in Malang Regency.…”

Design of RIVAL (Cari Travel Malang) Application as One Stop App Solution for Travel Reservation in Malang

“…Tourism destination was distribute from coastal area to mountian area. Bromo Tengger Semeru is one of the most visited destination, in which tourism can access numerous natural attraction from Malang area [4,5,6].…”