Strategi Place Branding Desa Wisata Nongkosawit Semarang dalam Membangun Identitas Destinasi dan Minat Wisatawan

Abstract

ABSTRACT

This study aims to analyze the place branding strategy implemented in Nongkosawit Tourism Village using Simon Anholt's Place Branding framework, which consists of three dimensions: strategy, substance, and symbolic actions. This research employed a qualitative descriptive approach. Data were collected through semi-structured interviews, observations, and documentation involving tourism village managers, the Tourism Awareness Group (Pokdarwis), local entrepreneurs, and visitors. The findings reveal that Nongkosawit Tourism Village has successfully developed its destination identity by positioning itself as an educational and cultural tourism village through community participation. The substance dimension is reflected in authentic tourism experiences, including agricultural education, traditional culinary products, cultural performances, and community-based tourism activities. Meanwhile, the symbolic actions dimension is represented through cultural attractions, village icons, and digital media that communicate the destination's unique identity. The integration of these three dimensions confirms that successful place branding is not merely dependent on promotional activities; rather, it is shaped by the synergy between strategic development, the quality of authentic tourism experiences, and symbolic actions that consistently reflect the destination's distinctive identity.

Keywords: destination identity, place branding, Nongkosawit Tourism Village, tourist interest