Research Article
Tourism Villages Branding Strategy for Mojotrisno Village as the Embodiment of Sustainable Branding Concept
@INPROCEEDINGS{10.4108/eai.27-12-2023.2348631, author={Cindy Muljosumarto}, title={Tourism Villages Branding Strategy for Mojotrisno Village as the Embodiment of Sustainable Branding Concept}, proceedings={Proceedings of the 3rd International Conference of Humanities and Social Science, ICHSS 2023, December 27, 2023, Surakarta, Central Java, Indonesia}, publisher={EAI}, proceedings_a={ICHSS}, year={2024}, month={11}, keywords={sustainable branding place branding branding mojotrisno village}, doi={10.4108/eai.27-12-2023.2348631} }- Cindy Muljosumarto
Year: 2024
Tourism Villages Branding Strategy for Mojotrisno Village as the Embodiment of Sustainable Branding Concept
ICHSS
EAI
DOI: 10.4108/eai.27-12-2023.2348631
Abstract
The establishment of tourist villages in Indonesia moreover with the highly awareness of sustainability concept, contributes to the cultivation of the creative economy. One of the example is Mojotrisno Village in East Java. Which is actively engaged in developing its community through the implementation of a sustainable branding strategy aimed at unlocking the full potential and improving the well-being of its residents. This study analyzed and develop a place branding strategy with a sustainable branding concept that can be applied to similar community contexts. Utilizes multimethod research, including qualitative approaches, applied research, and visual semiotics, the outcome is brand communication directives for Wisata Desa Mojotrisno using sustainable place branding concept for “Wisata Desa Mojotrisno.” Through the examination of the Mojotrisno Village case study, it becomes evident that purposeful branding initiatives have the potential to shape sustainable ecosystems, fostering continual development and resilience into the foreseeable future.
