Online ISSN: 2515-8260

Keywords : Branding Awareness

Branding Awareness Establisment Of Geoculture Tourism Destination Based On Community Empowerment

Aat Ruchiat Nugraha; Susie Perbawasari; Feliza Zubair; Hanny Hafiar; Ahmad Taufiq Maulana Ramdan

European Journal of Molecular & Clinical Medicine, 2020, Volume 7, Issue 1, Pages 3701-3711

Each region has its way of making them a famous tourist destination. West Bandung Regency in Indonesia, with its natural tourism potential, has become the primary source of revenue for the local government, which managed it along with the community. The high public interest in traveling is an opportunity to increase the number of visits from tourists. Thus, efforts are needed to create branding for tourist attraction areas that can attract potential tourists. This study aims to explain Geo-culture tourism's contribution to the formation of Lembang, branding it as "Tourism Gate of West Bandung Regency, Indonesia." The method used for this research is a qualitative descriptive study type with data collection techniques by observation, interviews, and literature study. The research subjects are government and community leaders in the tourist area. The results show that the tourism branding establishment of Geo culture Lembang, West Bandung Regency, Indonesia is at the brand awareness stage, shown through the efforts to socialize tourism objects by taking advantage of events and local mass media. The research conclusion shows that the brand awareness of the Geo-Culture Treck tourism cannot provide in-depth knowledge for the community, especially on adventure tourism objects based on community empowerment and local environmental wisdom. So it is suggested that the brand awareness stage in the Geo-Culture Treck tourism socialization needs to be improved sustainably and integrated with government policies.