Branding tourism and collaborative governance: A case study from Nglanggeran village
Abstract views: 468
,
PDF downloads: 355
Abstract
Nglanggeran Village has been recognised as a smart tourism destination and earned the "Best Tourism Village" title from the World Tourism Organization (UNWTO). This study delves into the analysis of collaborative governance within Nglanggeran Village, which has earned this esteemed recognition and explores tourism branding development through cross-sector efforts. Employing a qualitative research method with a case study approach focused on Nglanggeran Village, this research draws data from multiple sources, including mass media (10 sources related to the tourism branding of Nglanggeran Village) and the village's Twitter account. Data analysis is conducted using Computer-Assisted Data Analysis Software (CAQDS). The study applies branding theory, considering the following indicators: Product, Price, Place, and Promotion. The findings reveal that Nglanggeran Tourism Village's collaborative governance efforts have been fostered by the Tourism Awareness Group (Pokdarwis), which has forged partnerships with the Regional Government of Gunungkidul Regency, Special Region of Yogyakarta, and the Ministry of Tourism and Creative Economy. These collaborations involve mentoring and training to enhance tourism governance, focusing on aspects of natural, cultural, and educational tourism. Regarding tourism branding, mass media is pivotal in disseminating information about key tourism offerings, location coverage, and facilitating online ticket purchases. Furthermore, the @GunungApiPurba social media account collaborates with government entities to promote natural tourism, lodging packages, and various local food products, positioning itself as the central hub for branding while providing valuable information on access to the destination.
References
Aditya Tri Wibowo, Bambang Dwi Prasetyo, R. K. (2019). The Influence Of Halal Tourism Destination Branding On Visitors' Satisfaction And Revisit Intention (A Study of Domestic Tourists in Lombok, West Nusa Tenggara). Jurnal Binawakaya, IV(2), 2–8.
Aji, G. W. (2022). Strategi Promosi Media Sosial Instagram di Desa Wisata Nglanggeran Kabupaten Gunungkidul [Universitas Sebelas Maret]. https://digilib.uns.ac.id/dokumen/detail/86143/Strategi-Promosi-Media-Sosial-Instagram-di-Desa-Wisata-Nglanggeran-Kabupaten-Gunungkidul
Aulia, S. S. (2022). Tourist Village Development Analysis After Pandemic Covid-19 as a Potency for Rural Resilience in Indonesia. International Journal of Education, Information Technology and Others (IJEIT), 5(2), 113–118. https://doi.org/10.5281/zenodo.6401973
Baggio, R., Micera, R., & Del Chiappa, G. (2020). Smart tourism destinations: a critical reflection. Journal of Hospitality and Tourism Technology, 11(3), 407–423. https://doi.org/10.1108/JHTT-01-2019-0011
Barandiarán, X., Restrepo, N., & Luna, Á. (2019). Collaborative governance in tourism: lessons from Etorkizuna Eraikiz in the Basque Country, Spain. Tourism Review, 74(4), 902–914. https://doi.org/10.1108/TR-09-2018-0133
Basbeth, F., Abd Ghani, N. H., & Sedyowidodo, U. (2018). Smart Destination Branding: The Need for New Capability and Opportunities for Entrepreneurship. Proceeding - 2018 International Conference on ICT for Smart Society: Innovation Toward Smart Society and Society 5.0, ICISS 2018, 1–5. https://doi.org/10.1109/ICTSS.2018.8549943
Bichler, B. F., & Lösch, M. (2019). Collaborative governance in tourism: Empirical insights into a community-oriented destination. Sustainability (Switzerland), 11(23). https://doi.org/10.3390/su11236673
Bouchon, F., & Rauscher, M. (2019). Cities and tourism, a love and hate story; towards a conceptual framework for urban overtourism management. International Journal of Tourism Cities, 5(4), 598–619. https://doi.org/10.1108/IJTC-06-2019-0080
Budziewicz-Guźlecka, A., & Drożdż, W. (2022). Development and Implementation of the Smart Village Concept as a Challenge for the Modern Power Industry in the Example of Poland. Energies, 15(2). https://doi.org/10.3390/en15020603
Canovi, M., & Pucciarelli, F. (2019). Social media marketing in wine tourism: winery owners' perceptions. Journal of Travel and Tourism Marketing, 36(6), 653–664. https://doi.org/10.1080/10548408.2019.1624241
Chan, C. S., & Marafa, L. M. (2018). Branding places and tourist destinations: A conceptualisation and review. The Branding of Tourist Destinations: Theoretical and Empirical Insights, 15–42. https://doi.org/10.1108/978-1-78769-373-920181002
Cheng, Z., Yang, Z., Gao, H., Tao, H., & Xu, M. (2018). Does PPP matter to sustainable tourism development? An analysis of the spatial effect of the tourism PPP policy in China. Sustainability (Switzerland), 10(11). https://doi.org/10.3390/su10114058
Ciputra, W. (2022). Desa Wisata Nglanggeran: Profil, Rute Menuju Lokasi, dan Ragam Wisata di Dalamnya. Kompas.Com.
Dax, T., Zhang, D., & Chen, Y. (2019). Agritourism initiatives in the context of continuous out-migration: Comparative perspectives for the Alps and Chinese mountain regions. Sustainability (Switzerland), 11(16). https://doi.org/10.3390/su11164418
Florini, A., & Pauli, M. (2018). Collaborative governance for the Sustainable Development Goals. Asia and the Pacific Policy Studies, 5(3), 583–598. https://doi.org/10.1002/app5.252
Gao, C., Cheng, L., Iqbal, J., & Cheng, D. (2019). An integrated rural development mode based on a tourism-oriented approach: Exploring the beautiful village project in China. Sustainability (Switzerland), 11(14). https://doi.org/10.3390/su11143890
George, M. P. (2017). School of Economics & Business Department of Organisation Management, Marketing and Tourism The evolution of destination branding: A review of branding literature in tourism The evolution of destination branding: A review of branding literature in tourism. Heritage & Services Marketing, 3(1), 9–17. http://dx.doi.org/10.5281/zenodo.401370
Hanna, S., Rowley, J., & Keegan, B. (2021). Place and Destination Branding: A Review and Conceptual Mapping of the Domain. European Management Review, 18(2), 105–117. https://doi.org/10.1111/emre.12433
He, H., Wang, S., Tuo, S., & Du, J. (2022). Analysis of the Effect of Rural Tourism in Promoting Farmers' Income and Its Influencing Factors–Based on Survey Data from Hanzhong in Southern Shaanxi. Sustainability (Switzerland), 14(3). https://doi.org/10.3390/su14031289
Hidayat, R. (2022). Promosi Wisata, Prangko Desa Nglanggeran Gunungkidul Diterbitkan. Genpi.Co.
Huertas, A., Moreno, A., & Pascual, J. (2021). Place branding for smart cities and smart tourism destinations: Do they communicate their smartness? Sustainability (Switzerland), 13(19), 1–18. https://doi.org/10.3390/su131910953
Istiqomah, Adawiyah, W. R., Praptapa, A., Kusuma, P. D. I., & Sholikhah, Z. (2020). Promoting local potential as a strategy to develop a tourism village. Geojournal of Tourism and Geosites, 31(3), 1113–1118. https://doi.org/10.30892/gtg.31324-547
Jatmika, A. (2021). Desa Wisata Nglanggeran Jadi Wakil Indonesia pada Ajang Best Tourism Village UNWTO. Kompas.Com.
Joo, J., Choi, J.-J., & Kim, N. (2019). Examining roles of tour dure producers for social capital and innovativeness in community-based tourism. Sustainability (Switzerland), 11(19). https://doi.org/10.3390/su11195337
Keyim, P. (2018). Tourism Collaborative Governance and Rural Community Development in Finland: The Case of Vuonislahti. Journal of Travel Research, 57(4), 483–494. https://doi.org/10.1177/0047287517701858
Khalili, S., Moridsadat, P., & Soltaninejad, H. (2020). Toward sustainable rural ecotourism evolution: The case of Kiskan, Iran. Geography, Environment, Sustainability, 13(3), 39–48. https://doi.org/10.24057/2071-9388-2019-133
Kimbu, A. N., Ngoasong, M. Z., Adeola, O., & Afenyo-Agbe, E. (2019). Collaborative Networks for Sustainable Human Capital Management in Women's Tourism Entrepreneurship: The Role of Tourism Policy. Tourism Planning and Development, 16(2), 161–178. https://doi.org/10.1080/21568316.2018.1556329
Kumpulainen, K., Vierimaa, S., & Koskinen-Koivisto, E. (2019). Developing connective pedagogy in cultural research—a case study from the teachers' perspective in adopting a problem-based approach in higher education. Education Sciences, 9(4). https://doi.org/10.3390/educsci9040252
Larasti. (2017). Media pemasaran desa wisata nglanggeran, instagram serta facebook gunung api purba dan griya cokelat nglanggeran. Gunungapipurba.Com. https://gunungapipurba.com/posts/detail/media-pemasaran-desa-wisata-nglanggeran-instagram-serta-facebook-gunung-api-purba-dan-griya-cokelat-nglanggeran-ZnqR034ABR3O
Liu, R., & Wong, T.-C. (2019). Rural tourism in globalising Beijing: Reproduction of the mountainous suburbs into a new space of leisure consumption. Sustainability (Switzerland), 11(6). https://doi.org/10.3390/su11061719
Mahsun, & Jumali, M. (2019). Branding “Halal Tourism”Antara Hedonisme dan Utilitarianisme Pariwisata Lombok. Media Bina Ilmiah, 13(7), 1369–1378.
Manaf, A., Purbasari, N., Damayanti, M., Aprilia, N., & Astuti, W. (2018). Community-based rural tourism in inter-organisational collaboration: How does it work sustainably? Lessons learned from Nglanggeran Tourism Village, Gunungkidul Regency, Yogyakarta, Indonesia. Sustainability (Switzerland), 10(7). https://doi.org/10.3390/su10072142
Masterplandesa. (2020). Pengembangan Desa Wisata Nglanggeran dengan Konsep Ekowisata. Masterplandesa.Com.
Melles, G. (2018). Sustainable community development or voluntourism: Sustainable housing in rural Maharashtra. Social Sciences, 7(12). https://doi.org/10.3390/socsci7120247
Muhammad Rozzaq Rofiw, R. P. (2021). Jenis-Jenis Objek Ekowisata Dan Peran Kelompok Sadar Wisata (Pokdarwis) Nglanggeran Dalam Pengelolaan Ekowisata Di Desa Wisata Nglanggeran Kabupaten Gunungkidul. Journal of Tourism and Creativity, 5(1), 36–45.
Mulyani, S., Ahsani, R. D. P., & Wijaya, D. N. (2021). Collaborative Governance on Ecotourism: Towards Sustainable Tourism Development. Jurnal Borneo Administrator, 17(3), 319–334. https://doi.org/10.24258/jba.v17i3.958
Paramacitra, S. (2022). Nglanggeran, Desa Wisata yang Makin Mendunia. Katadata.Com.
Pitono, A., & Baidhowah, A. R. (2022). Inovasi Dan Pembangunan Desa Di Kabupaten Gunungkidul : Inklusivitas Kesejahteeraan Pendahuluan Inovasi telah menjadi konsep yang tak terelakan dalam kebijakan pembangunan dewasa ini ( Chataway & Hanlin , 2013 ; Pansera & Owen , 2019 ). Hal ini bertujuan. Journal Pembangunan Pemberdayaan Pemerintahan, 7(1), 59–81.
Pongsathornwiwat, A., Jeenanunta, C., Huynh, V. N., & Udomvitid, K. (2019). How collaborative routines improve dynamic innovation capability and performance in the tourism industry? A path-dependent learning model. Asia Pacific Journal of Tourism Research, 24(4), 281–295. https://doi.org/10.1080/10941665.2018.1564341
Pradhan, M. K., Oh, J., & Lee, H. (2018). Understanding travellers' behaviour for sustainable smart tourism: A technology readiness perspective. Sustainability (Switzerland), 10(11), 1–20. https://doi.org/10.3390/su10114259
Putra, E. W., Yulianto, E., & Kusumawati, A. (2019). The Influence of City Branding Towards City Image: The Case Study of Tourism Destinations in Yogyakarta City, Special Region of Yogyakarta, Indonesia. Jurnal Wacana, 22(1), 23–32. https://www.wacana.ub.ac.id/index.php/wacana/article/view/665
Qomaro, G. W. (2019). Pesantren As Halal Tourism Co-Branding: Halal Industry for Sustainable Development Goals. Maqdis : Jurnal Kajian Ekonomi Islam, 4(1), 11. https://doi.org/10.15548/maqdis.v4i1.206
Redjeki, S., Faizal, E., Iskandar, E., Rosadi, D., & Mustofa, K. (2018). Framework Pengembangan City Branding Kabupaten Bantul Menggunakan Pendekatan Smart Tourism. Jurnal TAM (Technology Acceptance Model), 9(2), 79–85. http://www.ojs.stmikpringsewu.ac.id/index.php/JurnalTam/article/view/656
Rizal, M., & Maulini, Y. (2020). Development of Indonesian Tourism Law in the Tourism Industry 4.0. Social Values and Society, 2(1), 09–15. https://doi.org/10.26480/svs.01.2020.09.15
Robina-Ramírez, R., Sánchez-Oro, M., Cabezas-Hernández, M. T., & Calleja-Aldana, M. (2020). Host and guest social exchange in developing tourist sites: The case of the international Tagus Natural Park. Sustainability (Switzerland), 12(18), 1–18. https://doi.org/10.3390/su12187248
Roxas, F. M. Y., Rivera, J. P. R., & Gutierrez, E. L. M. (2020). Mapping stakeholders' roles in governing sustainable tourism destinations. Journal of Hospitality and Tourism Management, 45(February), 387–398. https://doi.org/10.1016/j.jhtm.2020.09.005
Ruiz-Real, J. L., Uribe-Toril, J., & Gázquez-Abad, J. C. (2020). Destination branding: Opportunities and new challenges. Journal of Destination Marketing and Management, 17(July 2019). https://doi.org/10.1016/j.jdmm.2020.100453
Sekarlangit, N., & Devi S., L. V. R. (2020). Architecture Branding in a Local Wisdom Based on Tourism Development 4.0 in Bali. Undagi : Jurnal Ilmiah Jurusan Arsitektur Universitas Warmadewa, 7(2), 56–65. https://doi.org/10.22225/undagi.7.2.1564.153-162
Setiadi, A., Rudwiarti, L. A., Priscilia, F., & Wardhani, M. K. (2021). City tourism branding resilience during the COVID-19 pandemic in Yogyakarta, Indonesia. Spatium, 44(45), 1–8. https://doi.org/10.2298/SPAT2145001S
Shafiee, S., Rajabzadeh Ghatari, A., Hasanzadeh, A., & Jahanyan, S. (2019). Developing a model for sustainable smart tourism destinations: A systematic review. Tourism Management Perspectives, 31(June 2018), 287–300. https://doi.org/10.1016/j.tmp.2019.06.002
Shepherd, J., & Laven, D. (2020). Providing counter-narratives: the positive role of hostels in the Israeli-Palestinian context. Tourism Geographies, 22(4–5), 848–871. https://doi.org/10.1080/14616688.2019.1669215
Siakwah, P., Musavengane, R., & Leonard, L. (2020). Tourism Governance and Attainment of the Sustainable Development Goals in Africa. Tourism Planning and Development, 17(4), 355–383. https://doi.org/10.1080/21568316.2019.1600160
Sorokina, E., Wang, Y., Fyall, A., Lugosi, P., Torres, E., & Jung, T. (2022). Constructing a smart destination framework: A destination marketing organisation perspective. Journal of Destination Marketing and Management, 23. https://doi.org/10.1016/j.jdmm.2021.100688
Sthapit, E., Del Chiappa, G., Coudounaris, D. N., & Björk, P. (2020). Tourism experiences, memorability and behavioural intentions: a study of tourists in Sardinia, Italy. Tourism Review, 75(3), 533–558. https://doi.org/10.1108/TR-03-2019-0102
Suriani, N. L., Suprapta, D. N., Indrayani, A. W., Herlambang, S., Resiani, N. M. D., Al-Shwaiman, H. A., Al Khulaifi, M. M., Elgorban, A. M., Datta, R., Gunawan, S., & Zuan, A. T. K. (2021). The synergistic action of three piper plant extracts and biofertiliser for growth promotion and biocontrol of blast disease in red rice. Sustainability (Switzerland), 13(18). https://doi.org/10.3390/su131810412
Suyono, H. (2019). Sistem E-Ticketing Desa Nglanggeran untuk Desa Wisata. Gemari.Id.
Van, H. T., & Hieu, V. M. (2020). Travel Branding in Tourism 4.0: Case Study Vietnam Travel. Journal of Asian and African Studies, 55(6), 896–909. https://doi.org/10.1177/0021909620935428
Vecchio, P. Del, Mele, G., Ndou, V., & Secundo, G. (2018). Creating Value from Social Big Data: Implications for Smart Tourism Destinations. Information Processing and Management, 54(5), 847–860. https://doi.org/10.1016/j.ipm.2017.10.006
Wahyudi, D., Hasanah, E. U., & Zulkarnain, A. (2021). Tourist Village Development Penta Helix Based on the Analytical Hierarchy Process Approach. Proceedings of the 3rd International Conference on Banking, Accounting, Management and Economics (ICOBAME 2020), 169(Icobame 2020), 129–134. https://doi.org/10.2991/aebmr.k.210311.025
Wahyuni, D. (2018). Strategi Pengembangan Pemberdayaan Masyarakat Dalam Pengembangan Desa Wisata Nglanggeran, Kabupaten Gunung Kidul. Aspirasi, Vol. 09 No(Jurnal Masalah-Masalah Sosia), 83.
Wang, X., Zhu, R., & Che, B. (2022). Spatial Optimisation of Tourist-Oriented Villages by Space Syntax Based on Population Analysis. Sustainability (Switzerland), 14(18). https://doi.org/10.3390/su141811260
Wiryawan. (2008). Kamus Brand. Red and White Publishing.
Wiweka, K., H. Demolingo, R., Karyatun, S., Pramania Adnyana, P., & Nurfikriyani, I. (2021). Tourist Village Rejuvenation and Over-Tourism Management: the Desa Wisata Nglanggeran Lifecycle Experience, Yogyakarta, Indonesia. International Journal of Tourism & Hospitality Reviews, 8(1), 01–16. https://doi.org/10.18510/ijthr.2021.811
Xie, Y., Meng, X., Cenci, J., & Zhang, J. (2022). Spatial Pattern and Formation Mechanism of Rural Tourism Resources in China: Evidence from 1470 National Leisure Villages. ISPRS International Journal of Geo-Information, 11(8). https://doi.org/10.3390/ijgi11080455
Copyright (c) 2023 Jurnal Studi Komunikasi
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Jurnal Studi Komunikasi is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
The authors agree to the terms of this Copyright Notice, which will apply to this submission if and when it is published by this journal (comments to the editor can be added below).
