Strategi Destination Branding di Balige sebagai Destinasi Wisata Internasional yang Dilaksanakan Pemerintah Kabupaten Toba

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."