Place Branding Kawasan Dataran Tinggi Dieng, Banjarnegara Melalui Dieng Culture Festival Event

Bunga Rachmalia Putri Destiani, Indra Novianto Adibayu Pamungkas

Abstract

Abstrak
Penelitian ini dilakukan untuk mengetahui bagaimana keterkaitan antara event yang diselenggarakan sebagai salah satu bentuk strategi place branding bagi suatu tempat. Tujuan dilakukannya penelitian ini adalah untuk mengetahui dan menganalisis bagaimana Keunikan, Intangibility, Suasana dan Pelayanan, Perishability, dan Interaksi Personal dari event Dieng Culture Festival. Kelima karakteristik event tersebut dikaitkan dengan komponen evaluasi kegiatan place branding yaitu The Presence, The Place, The Pulse, The Potential, The People, dan The Prerequisites dari Kawasan Dataran Tinggi Dieng.
Metode penelitian yang digunakan dalam penelitian ini adalah metode kualitatif deskriptif dengan paradigma penelitian interpretif. Teknik pengumpulan data yang digunakan oleh peneliti dalam penelitian ini berupa wawancara mendalam, observasi, dokumentasi, dan penelitian kepustakaan.
Awalnya, fokus masyarakat di Kawasan Dataran Tinggi Dieng hanya pada pengembangan UMKM saja. Namun, seiring berjalannya waktu masyarakat setempat menyadari bahwa memajukan pariwisata dapat membangun place brand yang kuat. Akhirnya, event Dieng Culture Festival dipilih sebagai strategi place branding yang sudah berjalan sejak 2010-2020. Berdasarkan hasil pengolahan data yang peneliti lakukan, pelaksanaannya dinilai berjalan sesuai rencana karena event ini berdampak besar bagi pariwisata dan ekonomi masyarakat setempat.  
Kata kunci: Place branding, event, Dieng Culture Festival, budaya, dan pariwisata.  
Abstract
This research was conducted to determine the relationship between events held as a form of place branding strategy for a place. The purpose of this research is to determine and analyze how the Uniqueness, Intangibility, Atmosphere and Service, Perishability, and Personal Interaction of the Dieng Culture Festival event. Those five characteristics of the event are associated with the place branding activity evaluation component which are The Presence, The Place, The Pulse, The Potential, The People, and The Prerequisites from the Dieng Plateau Area.
The research method used in this research is descriptive qualitative method with an interpretive research paradigm. Data collection techniques used by researchers in this study were in-depth interviews, observation, documentation, and library research.
At first, the main focus of the community in the Dieng Plateau Area was only on developing MSMEs. However, over time the local community realized that advancing tourism can build a strong place brand. Finally, the Dieng Culture Festival event was chosen as a place branding strategy that has been running since 2010-2020. Based on the results of data processing conducted by researchers, the event’s implementation is considered to be going according to plan because it has a major impact on tourism and economy of the local community.
Keywords: Place branding, event, Dieng Culture Festival, culture, and tourism

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