Ragam Branding Desa dalam Mengembangkan Potensi Wisata Berbasis Budaya Masyarakat di Kabupaten Buleleng

Abstract

This paper aims to describe the image and branding of the cultural potential of a tourist destination in Buleleng Regency, so that each destination can be understood to have a different and unique identity. Buleleng Regency has natural and cultural potential that can be managed and utilized as tourist attractions. The potential can be packaged so that it becomes something that shows the identity of a destination. The large number of same turist destinations requires the accuracy in its management, so that the target market can be achieved. Brand and image become very important as a distinguishing destination between one another. In Buleleng Regency, several places have been developed by create the brand and image as tourist destinations, such as the Old Village of Buleleng Regency which consists of seven villages, Janger Kolok Bengkala Village, Bukakak Tradition, Sudaji Village, Beji Temple, Sangsit Village, Gedong Kerta and Puri in Paket Agung Village, dan Vihara in Banjar Village. In its implementation, it is recommended that brand and image formation must also be accompanied by the provision of facilities and services in accordance with the image being built.
 Keywords: Brand, Image, Tourism, Buleleng

Bali Aga Tourism Village Branding in Buleleng Regency Through the Existence of Local Products

“…Image [9] can affect consumer memory, which is able to form a certain image in the minds of tourists. Specifically, regarding villages in Buleleng Regency, [10] Image becomes very important as a differentiator of a destination from one another.…”

“…In addition [21] also provided information that Julah Village as one of the Bali Aga villages in Bali has won position number 11 as the best tourism village at the provincial level and third at the district level. Through developing itself as a tourism village [10], Julah Village is able to maintain its traditions. In this village there are community handicraft products that can still be found today, namely woven fabric, which is a tradition in the village (Fig.…”

Wisata Virtual: Keterlibatan Masyarakat Bali Aga dalam Promosi Pariwisata Virtual di Masa Pandemi Covid-19 di Bali Utara

“…Aktivitas virtual tour dengan mempergunakan digital marketing di era pandemi Covid-19 telah pernah dikaji sebelumnya. Seperti Widiastini (2020a;2020b) yang mengkaji tentang pemberian pendampingan dan pelatihan pelaksanaan virtual tour untuk Kelompok Sadar Wisata My Darling, yang menyebutkan bahwa inovasi kegiatan virtual tour sebagai pengganti perjalanan wisata bisa di dilakukan Wisata Virtual: Keterlibatan Masyarakat Bali Aga dalam Promosi Pariwisata... untuk memperkenalkan potensi wisata Bali Aga di Desa Sidetapa.…”

“…Potensi wisata kluster desa-desa SCTPB yang diperkenalkan melalui media pemasaran virtual tour menunjukan bahwa adanya usaha positif untuk bergerak bersama memperkenalkan potensi kawasan perdesaan sebagai satu Kawasan Perdesaan Bali Aga. Hal ini dipertegas oleh Widiastini et al (2020b) yang menyebutkan bahwa branding dan image suatu destinasi pariwisata yang terbentuk akan memudahkan pula dalam mempromosikan suatu destinasi pariwisata.…”

Sambangan Tourism Village Development

“…Law no. 6 of 2004 stated that the development of rural areas is carried out to accelerate and improve the quality of service, development, and empowerment of rural communities in rural areas through a participatory development approach, and this has provided space for Buleleng Regency to be able to develop tourist villages so that in 2017 based on the decision of the Regentof Buleleng Number 430/405 / HK / 2017 regarding tourist villages in Buleleng Regency, there are 31 which have been designated as tourist villages of [3]The determination of tourism villages is, of course, to be able to empower the community so that they can contribute to increasing awareness in addressing their potential so that they can take opportunities from these tourism activities to improve the economic welfare of the community. [4]; [5] said that there are 6 stages of forming a tourism village, namely (1) the community forms a community, (2) mapping tourism potential by the community, (3) designing tourism village management, (4) designing and compiling regulations related to tourism villages.…”