Zahra Putri Purnama (2020) STRATEGI BRANDING PARIWISATA BUDAYA PEMERINTAH DAERAH ISTIMEWA YOGYAKARTA DALAM MEWUJUDKAN YOGYAKARTA SEBAGAI SALAH SATU TUJUAN WISATA TERKEMUKA DI ASIA TENGGARA 2025 MELALUI EVENT “JOGJA TOURISM FESTIVAL” PERIODE 2019 (Yogyakarta Government Cultural Tourism Branding Strategy To Realizing Yogyakarta As One Of The Leading Tourism Objectives In Southeast Asia 2025 Through “Jogja Tourism Festival” Event 2019). S1 thesis, Universitas Muhammadiyah Yogyakarta.

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Abstract

Yogyakarta is a national city of Cultures & Tourism. There are many awards that
been reached on national or international scale and proves by integrated cultural
tourism with branding. “Jogja Cultural Experiences” is a branding strategy that
launched in 2018 as a tools to bring Yogyakarta be the most destinationable in
Southeast Asia 2025. A story and histroy value strenthened in all of aspects that
Yogyakarta has. The goals from this effort is giving a unique history and cultural
experiences that cause tourist spent a lot of time to enjoy Yogyakarta tourism and
always going back to searching more experiences.
The implementation of Jogja Cultural Experiences branding is form with Public
Relations strategy from Ronald Smith there’re beggining from formative research,
planning strategy, implementation and evaluation. The main of three branding
program to strenghtened Yogyakarta cultures are uniform sosialization, travel
button story and creative event that colaborate with pentahelix on Jogja Tourism
Festival 2019. JTF 2019 is a one of creative event to excavation cultures and
tourism in Yogyakarta. JTF 2019 had bring Yogyakarta to be one of city on
Southeast Asian which labeled by UNWTO as tourism celebration official agenda.
Pentahelix gives more progresive marketing cultural movement. The
implementation of marketing cultural tourism is success by using Integrated
Marketing Communication (IMC) especially Public Relations element to reach
affection and cognition for increasing people awareness to conserve Yogyakarta
cultural tourism.

Dosen Pembimbing: ASWAD ISHAK, S.IP., M.IP | NIDN0530107601
Item Type: Thesis (S1)
Divisions: Fakultas Ilmu Sosial dan Politik > S1 Ilmu Komunikasi
Depositing User: Unnamed user with email robi@umy.ac.id
Date Deposited: 14 Oct 2021 03:49
Last Modified: 21 Oct 2021 01:22
URI: https://etd.umy.ac.id/id/eprint/757

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