Public Perception of ITB STIKOM Bali Kampus Jimbaran’s Brand Image

DOI

10.2991/978-2-494069-77-0_11How to use a DOI?

Keywords

Public Perception; ITB Stikom Bali; E-tourism; Brand Image; Brand Association

Abstract

ITB Stikom Bali is considered a product that can be branded through the image of a company (company branding). This is increasingly realized, seeing the development of the campus not only from a physical perspective but also from a non-physical perspective. ITB Stikom Bali has 2 faculties and 5 departments. ITB Stikom Bali has 3 campuses: Renon, Jimbaran, and Abiansemal. Jimbaran is one of the areas in Bali that is a tourist attraction. Jimbaran is famous for beach tourism and the Garuda Wisnu Kencana Statue. In addition, Jimbaran is very close to the airport, so foreign tourists have no trouble visiting Jimbaran. Technological developments in the tourism sector have made ITB Stikom Bali, especially the Jimbaran Campus, open a concentration in the tourism sector with e-tourism. The concentration of e-tourism will combine the concept of tourism packaged with technology. This research was conducted to determine the public’s perception of the Brand Image of ITB STIKOM Bali, especially at the Jimbaran Campus after the opening of the e-tourism constellation. The population in this study is the community in Jimbaran village, amounting to 50 people. This research uses a descriptive qualitative approach. The data collection technique used is the method of observation, interviews, and documentation. The results showed that almost all respondents described a positive perception of the opening of the e-tourism construction at ITB Stikom Bali, Jimbaran Campus because it provided new job opportunities in the tourism world.

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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TY  - CONF
AU  - A. A. Raka Jayaningsih
AU  - I. Putu Gede Abdi Sudiatmika
AU  - Riza Wulandari
PY  - 2022
DA  - 2022/12/30
TI  - Public Perception of ITB STIKOM Bali Kampus Jimbaran’s Brand Image
BT  - Proceedings of the 7th International Conference on Social and Political Sciences (ICoSaPS 2022)
PB  - Atlantis Press
SP  - 69
EP  - 73
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-494069-77-0_11
DO  - 10.2991/978-2-494069-77-0_11
ID  - Jayaningsih2022
ER  -