The Recognition of Destination Branding “Pesona Jawa Barat Indonesia”

Pesona Jawa Barat Indonesia is the destination branding of West Java. This branding strategy must be carried out synergistically by all stakeholders. In addition to government agencies, the organizer of each tourist destination must also be very familiar with the branding of their region. This paper sought to provide an overview of the recognition level of Pesona Jawa Barat Indonesia among the organizers of tourist destinations. This study was conducted in Jojogan Wonder Hill, a tourist destination in Pangandaran Regency. Using quantitative method and survey technique, the primary data of the study was collected by distributing a questionnaire to all organizers of Jojogan, and the secondary data was collected through interviews with selected respondents, the officials of Desa Cintaratu, community leaders, and also nearby villagers and literature review. The study suggests that the branding effort of Pesona Jawa Barat Indonesia has not been maximized. This is evidenced by the absence of its logo in every communication channel. It indicates that there is no synergy between the provincial service and the district office in branding every tourist destination of West Java. Therefore, it is expected that the Provincial Office of Tourism and Culture synergizes with various parties to succeed the Pesona Jawa Barat Indonesia by providing a clear regulation on the use of its logo in every communication media used to promote all tourist destinations of West Java.