Strategi City Branding Dinas Pariwisata Dan Budaya Kabupaten Lumajang “lumajang Eksotik” Sebagai Destinasi Wisata Baru Di Masa Pandemi Covid-19 Tahun 2020

Abstract

Abstrak  
Dikarenakan adanya pandemi covid-19 yang membuat sektor pariwisata mengalami penurunan pengunjung penelitian ini berfokus pada strategi City Branding “Lumajang Eksotik” sebagai destinasi wisata baru di masa Pandemi Covid- 19. Topik strategi city branding dipilih karena dalam proses penerapannya mempunyai banyak dinamika yang menarik untuk diteliti. Metode penelitian ini menggunakan metode penelitian kualitatif deskriptif dengan pengumpulan data melalui metode wawancara semi struktur dengan beberapa informan  yang berkaitan dengan kerangka penerapan strategi city branding. Selanjutnya, peneliti menjelaskan mengenai strategi city branding yang diterapkan oleh Dinas Pariwisata dan Budaya Kabupaten Lumajang selama pandemic covid-19 melalui nature, business opportunities, transportation, sosial  bonding  dan  cultural  activities-nya berdasarkan dari  hasil  wawancara dengan  beberapa informan. Hasil pada penelitian ini menunjukkan bahwa pemerintah Kabupaten Lumajang menerapkan city branding dengan beberapa kerangka mulai dari nature, business opportunities, transportation, social bonding, dan cultural activities meskipun ada beberapa sub indikator yang masih belum maksimal, pengerjaan pada setiap aspek terjadi hambatan dikarenakan dampak dari pandemi covid-19.  
Kata Kunci: City Branding, Covid-19, Lumajang Eksotik  Abstract   
Due to the covid-19 pandemic that caused the tourism sector to experience a decrease in visitors this study focuses on the City Branding strategy "Lumajang Eksotik" as a new tourist destination during the Covid -19 Pandemic. The topic of city branding strategy was chosen because in the process of application has many interesting dynamics to research. This research method uses descriptive qualitative research method with data collection through semi- structural interview method with several informants related to the framework of implementing city branding strategy. Furthermore, the researcher explained about the city branding strategy implemented by the Tourism and Culture Office of Lumajang Regency during the covid-19 pandemic through its nature, business opportunities, transportation, social bonding and cultural activities based on the results of interviews with several informants. The results of this study show that the Lumajang District government applies city branding with several frameworks ranging from nature, business opportunities, transportation, social bonding, and cultural activities although there are some sub indicators that are still not maximized, work on every aspect of obstacles due to the impact of the covid-19 pandemic.  
Keywords: City Branding, Covid-19, Exotic Lumajang