Proceedings of the Annual International Conference on Social Science and Humanities (AICOSH 2022)

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City Branding Strategy of Yogyakarta Tourism Office in Maintaining Destination Image Amid the Rise of Klitih News

Authors
Alya Dwi Salsabila1, *, Yani Tri Wijayanti2, Winda Nurmalita1, Aji Wisa Karma2
1Department of Communication Science, Gadjah Mada University, Yogyakarta, Indonesia
2Department of Communication Science, Islamic State University of Sunan Kalijaga Yogyakarta, Yogyakarta, Indonesia
*Corresponding author. Email: alyadwisalsabila@mail.ugm.ac.id
Corresponding Author
Alya Dwi Salsabila
Available Online 26 December 2022.
DOI
10.2991/978-2-494069-87-9_23How to use a DOI?
Keywords
City branding strategy; Image; Kitih; Turists; Yogyakarta tourism office
Abstract

The strategy in managing an area was called a city branding strategy. The city branding strategy was an effort to form or develop the unique identity and characteristics of an area. The Yogyakarta Special Region Tourism Office was considered capable and had adequate capabilities in making city branding strategies because it could maintain the image of the region as a tourism city which had an impact on increasing the attention of tourists to keep traveling to Yogyakarta in the midst of widespread klitih news. The purpose of this study was to find out and at the same time analyze in depth the city branding strategy implemented by the Yogyakarta Tourism Office. This study uses a qualitative research approach. This study used a depth interview technique as the primary data source. The results of this study indicated that the Yogyakarta Tourism Office was based on the six aspects of the city branding hexagon by Simon Aholt, namely by using presence, potential, place, people, pulse and prerequisite so as to maintain the destination image which results in increased tourist visits in the midst of the rise of klitih news.

Copyright
© 2022 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the Annual International Conference on Social Science and Humanities (AICOSH 2022)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
26 December 2022
ISBN
978-2-494069-87-9
ISSN
2352-5398
DOI
10.2991/978-2-494069-87-9_23How to use a DOI?
Copyright
© 2022 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Alya Dwi Salsabila
AU  - Yani Tri Wijayanti
AU  - Winda Nurmalita
AU  - Aji Wisa Karma
PY  - 2022
DA  - 2022/12/26
TI  - City Branding Strategy of Yogyakarta Tourism Office in Maintaining Destination Image Amid the Rise of Klitih News
BT  - Proceedings of the Annual International Conference on Social Science and Humanities (AICOSH 2022)
PB  - Atlantis Press
SP  - 190
EP  - 197
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-494069-87-9_23
DO  - 10.2991/978-2-494069-87-9_23
ID  - Salsabila2022
ER  -