Proceedings of the 4th Borobudur International Symposium on Humanities and Social Science 2022 (BIS-HSS 2022)

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Heritage Tourism Branding Strategy (Comparative Study of Heritage Tourism Branding Strategies in Madura, Indonesia and Malaysia)

Authors
Ahmad Cholil1, *, Tatag Handaka1, Hamid Busthami Noer2
1Department of Communication Science, Universitas Trunojoyo Madura, 69162, Bangkalan, Indonesia
2School of Education, Universiti Utara Malaysia, 06010, Sintok, Malaysia
*Corresponding author. Email: cholil@trunojoyo.ac.id
Corresponding Author
Ahmad Cholil
Available Online 10 October 2023.
DOI
10.2991/978-2-38476-118-0_111How to use a DOI?
Keywords
Heritage; UNESCO; Positioning; Differentiation; Image
Abstract

Malaysia already has quite well-known heritage areas, namely George Town and Melaka which are recognized by the UNESCO World Heritage Side. Then what about some of the historical heritage in Indonesia, especially Madura? The formulation of the problem raised is related to how positioning, differentiation, manage image, for the next how is a Comparative Study of Heritage Tourism Branding Strategies in Madura, Indonesia and Malaysia. The research method uses a qualitative descriptive method. As well as reviewing and linking with several study variables. The Comparative Study of Heritage Tourism Branding Strategies in Madura, Indonesia and Malaysia, has very big differences. Tourism Heritage George Town, Penang and Melaka in terms of branding strategy management, have been successful. Positioning, product differentiation, and brand image have been carried out well by the two Old Town in Malaysia. Very different from the branding strategy carried out by PT. Garam because it has no authority and limited duties related to the management of old buildings to be used as a heritage tourism sector.

Copyright
© 2024 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 4th Borobudur International Symposium on Humanities and Social Science 2022 (BIS-HSS 2022)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
10 October 2023
ISBN
978-2-38476-118-0
ISSN
2352-5398
DOI
10.2991/978-2-38476-118-0_111How to use a DOI?
Copyright
© 2024 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  - Ahmad Cholil
AU  - Tatag Handaka
AU  - Hamid Busthami Noer
PY  - 2023
DA  - 2023/10/10
TI  - Heritage Tourism Branding Strategy (Comparative Study of Heritage Tourism Branding Strategies in Madura, Indonesia and Malaysia)
BT  - Proceedings of the 4th Borobudur International Symposium on Humanities and Social Science 2022 (BIS-HSS 2022)
PB  - Atlantis Press
SP  - 969
EP  - 975
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-118-0_111
DO  - 10.2991/978-2-38476-118-0_111
ID  - Cholil2023
ER  -