PENDEKATAN KONSEPTUAL PLACE MARKETING DAN PLACE BRANDING DALAM DESTINATION BRANDING
Abstract
Pertumbuhan destination di beberapa kota di dunia saat ini, mendorong adanya tingkat persaingan yang begitu kuat dalam menarik wisatawan, investor, perusahaan, ataupun sumber daya manusia. Hal ini menempatkan place marketing dan place branding sebagai suatu konsep strategi dalam rangka membangun tempat menjadi merek dan mempromosikannya kepada audiens yang berbeda melaui berbagai cara. Persepsi tempat (brand) menjadi suatu konsep yang berbeda diantara pelanggan potensialnya, karena belummemiliki landasan yang kuat terhadap langkah dan upaya yang bisa dilakukannya. Tulisan artikel ini mereview dari literatur yang membahas pengembangan merek dan pemasaran yang berfokus pada pelanggan. Artikel ini menguraikan pendekatan konseptual disebut dari destination branding, yang diharapkan dapat memberikan rekomendasi dalam pencapaian target kelompok sasaran dengan strategi sub-merek untuk pengelolaan strategi place marketing dan place branding. Pada akhirnya, implikasi praktis untuk place marketing masih dapat dilanjutkan untuk penelitian empiris di masa depan.Downloads
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