Value Proposition of Instagrammable Digital Tourism in Forming Brand Identity

DOI

10.2991/assehr.k.200225.033How to use a DOI?

Keywords

brand identity, digital tourism, digital media, tourism

Abstract

Brand identity will determine the purpose and meaning of a business that encourages people to identify and take that brand as their choices. The brand identity formed needs to pay attention to the value propositions presented such as Functional Benefits, Emotional Benefits, and Self-Expressive Benefits. Orchid Forest Cikole, Lembang is a tourism business that builds its brand identity as a digital tourist destination. The purpose of this study is to determine the value proposition built by Orchid Forest in shaping its brand identity. This research uses a qualitative method with a case study approach. The subject of this research is Orchid Forest management and the object of this research is the value proposition in shaping the brand identity of Orchid Forest digital tourism. This study found that the establishment of Orchid Forest brand identity as an instagrammable digital tourist destination was carried out by organizing pine forests into attractive photo spots and presenting rides with attractive lighting concepts in order to look instagrammable. Thus, what is offered to the public is in accordance with reality and meets their needs for photo tours in Orchid Forest.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Raditya Pratama Putra
AU  - Aria Ar Razi
PY  - 2020
DA  - 2020/03/03
TI  - Value Proposition of Instagrammable Digital Tourism in Forming Brand Identity
BT  - Proceedings of the 2nd Social and Humaniora Research Symposium (SoRes 2019)
PB  - Atlantis Press
SP  - 163
EP  - 166
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.200225.033
DO  - 10.2991/assehr.k.200225.033
ID  - Putra2020
ER  -