| dc.description.abstract | This research is titled "Destination Branding Strategy in Balige as an International
Tourism Destination implemented by the Government of Toba Regency," with the
aim to understand the "Destination Branding Strategy in Balige as an International
Tourism Destination implemented by the Government of Toba Regency." The
method used is qualitative and employs destination branding analysis according to
Morgan dan Pritchard. The constructivist research paradigm is utilized to obtain
research objects that meet the researcher's predetermined criteria, in order to
achieve the research objective of understanding the stages and implementation of
destination branding strategy in Balige as an international tourism destination
carried out by the Government of Toba Regency. The researcher conducted a series
of data analysis techniques, including destination branding analysis consisting of
market investigation, analysis dan strategic recommendation, brand identity
development, brand launch and introduction: communicating the vision, brand
implementation, and monitoring, evaluation dan review. The research results
indicate that the Toba Regency government is implementing a destination branding
strategy in Balige to achieve international tourism destination status, with the
following steps: identifying visitor needs in terms of attractions, identifying visitor
needs in terms of amenities, identifying visitor needs in terms of accessibility,
analyzing culture and nature-oriented opportunities, creating products that align
with market demand, determining appropriate product/service values to ensure
proper economic functioning. Balige has already developed two out of three
identities, namely the name and tagline, which are Balige and "One Step from
Heaven." | en_US |
