Nugroho, Farrel Rafitza and Tondo, Anthon Stevanus (2022) ANALYSING THE EFFECT OF BRAND AWARENESS AND BRAND ASSOCIATION TOWARDS THE TOURISTS VISITING INTENTIONS OF INDONESIA'S RURAL TOURISM VILLAGES: DESA WISATA BATULAYANG. Bachelor thesis, Swiss German University.

	Text BM_Farrel Rafitza Nugroho_1.pdf Restricted to Repository staff only Download (973kB)
	Text BM_Farrel Rafitza Nugroho_2.pdf Restricted to Repository staff only Download (875kB)
	Text BM_Farrel Rafitza Nugroho_3.pdf Restricted to Repository staff only Download (731kB)
	Text BM_Farrel Rafitza Nugroho_4.pdf Restricted to Repository staff only Download (1MB)
	Text BM_Farrel Rafitza Nugroho_5.pdf Restricted to Repository staff only Download (728kB)

Abstract

The tourism industry in Indonesia has seen a significant growth in recent years during the end of the Covid-19 Pandemic. Ever since the "new normal" has been established and people are starting to travel again, Indonesia has seen a great impact of increasing tourist coming to Indonesia. Indonesia is filled with beautiful wonders that can be considered tourism spots, There are many well-known Indonesian tourism spots like Candi Borobudur, Monas, Kota Tua, etc. These places can be considered as "Mainstream" tourism spots since most people or tourist are familiar. There are however many places that are often neglected such as rural tourism spots that offers unique attractions themselves. These places need to be highlighted more in order to even boost the tourism industry. However, rural tourism villages or spots are often not present in tourists mind when thinking about tourism in Indonesia due to the lack of awareness and association in their minds about rural tourism spots which lessens the chance of tourists in visiting rural tourism spots. Therefore this study aims to examine whether the two dimensions of Brand Equity which are Brand Awareness and Brand Association have a positive correlation to Visiting Intention of tourist to rural tourism spots, in this case Desa Wisata Batulayang. The data was collected from 123 respondents who are 18-55 years old that lives in Jabodetabek area who are visitors of Desa Batulayang or people that have visited Desa Wisata Batulayang at least once in their lifetime. The result of this study shows that Brand Awareness and Brand Association have a positive correlation to visiting intention. It is shown that when there is low awareness and association about a Desa Wisata Batulayang, the tourists are more likely to not visit as they do not have the necessary information about Desa Wisata Batulayang that can convince them to take the time and visit for themselves.

Item Type:	Thesis (Bachelor)
Subjects:	G Geography. Anthropology. Recreation > G Geography (General) > Tourism--Marketing
Divisions:	Faculty of Business Administration and Communication > Department of Business Administration
Depositing User:	Mr Arinton Sinaga
Date Deposited:	09 Dec 2024 09:25
Last Modified:	09 Dec 2024 09:25
URI:	http://repository.sgu.ac.id/id/eprint/2662

Actions (login required)

View Item