Strategi Branding Destinasi Wisata Setigi Dalam Meningkatkan Kunjungan Wisatawan. (Setigi Tourism Destination Branding Strategy to Increase Tourist Visits).

Auliya, Fatikhatur Rizki (2026) Strategi Branding Destinasi Wisata Setigi Dalam Meningkatkan Kunjungan Wisatawan. (Setigi Tourism Destination Branding Strategy to Increase Tourist Visits). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Setigi Tourism is a destination based on a former limestone quarry located in Sekapuk Village, Gresik Regency, East Java. The problems underlying this study are the weak branding strategy, minimal social media activity, and inconsistent information on digital platforms. This study aims to analyze the branding strategy of the Setigi Tourism destination implemented by its managers in an effort to increase tourist visits. The study uses a descriptive qualitative approach with data collection techniques including in-depth interviews, observation, and documentation. Data analysis uses the interactive model of Miles and Huberman. The results show that Setigi Tourism implements a branding strategy through six elements of Integrated Marketing Communication (IMC): (1) advertising through Instagram, TikTok, and Facebook; (2) direct marketing through school visits; (3) digital marketing as the most dominant element with structured content planning; (4) sales promotion in the form of outbound packages and group discounts; (5) publicity/public relations through collaboration with BUMDes; and (6) personal selling through direct communication with prospective visitors. Although there are positive improvements in reservations and social media followers, Setigi Tourism still needs to strengthen publicity through mass media, build an official website, and increase local government support.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	destination branding, integrated marketing communication, Setigi tourism, tourist visits
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi
Depositing User:	1152200388 Fatikhatur Rizki Auliya
Date Deposited:	12 Nov 2026 04:27
Last Modified:	12 Nov 2026 04:27
URI:	http://repository.untag-sby.ac.id/id/eprint/46709

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