Strategi Destination Branding untuk Penguatan Citra Destinasi Wisata di Era Transformasi Digital

Aa Permana; Norman Wardana

doi:10.47134/pjpp.v3i2.6125

Authors

Aa Permana Stiepar Yapari Bandung
Norman Wardana Stiepar Yapari Bandung

DOI:

https://doi.org/10.47134/pjpp.v3i2.6125

Keywords:

Destination Branding, Citra Destinasi, Transformasi Digital, Media Sosial, Pariwisata

Abstract

Penelitian ini bertujuan mengkaji secara konseptual peran destination branding dalam penguatan citra destinasi wisata di era transformasi digital. Kajian ini dilakukan melalui sintesis 20 referensi yang terdiri atas sumber primer dan sekunder, dengan fokus pada konsep destination branding, hubungan branding dan citra destinasi, transformasi digital, media sosial, user-generated content, influencer marketing, serta keterlibatan stakeholder. Hasil kajian menunjukkan bahwa destination branding telah berkembang dari sekadar promosi visual menjadi proses strategis yang membentuk identitas, persepsi, dan legitimasi destinasi. Temuan juga memperlihatkan bahwa media sosial dan konten digital kini memainkan peran penting dalam membangun citra positif destinasi, meningkatkan engagement publik, dan memengaruhi niat kunjungan wisatawan. Selain itu, digitalisasi telah mendorong wisatawan menjadi co-creator dalam pembentukan narasi destinasi. Kajian ini menyimpulkan bahwa keberhasilan destination branding sangat ditentukan oleh konsistensi antara pesan yang dikomunikasikan dan pengalaman aktual wisatawan. Penelitian ini berkontribusi pada pengembangan kerangka konseptual destination branding di era digital serta memberikan implikasi bagi pengelola destinasi dalam merancang strategi branding yang lebih adaptif, kredibel, dan berkelanjutan.

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