Branding Marketing Melalui Internalisasi Budaya Sebagai Upaya Pengembangan Sustainability Tourism di Wisata Sumber Maron

Ratna Fajarwati  Meditama; Ary Kusuma  Purwady; Rachmad Imam  Tarecha; Anisa Hudi  Widaningrum; Novia  Ratnasari; Amalia Agung  Septarina; Indah Martha  Fitriani; Muhammad  Imron

doi:10.70609/icom.v4i4.5650

Authors

Ratna Fajarwati Meditama Universitas Islam Raden Rahmat, Indonesia
Ary Kusuma Purwady Universitas Terbuka, Indonesia
Rachmad Imam Tarecha Universitas Islam Raden Rahmat, Indonesia
Anisa Hudi Widaningrum Universitas Islam Raden Rahmat, Indonesia
Novia Ratnasari Universitas Islam Raden Rahmat, Indonesia
Amalia Agung Septarina Universitas Islam Raden Rahmat, Indonesia
Indah Martha Fitriani Universitas Islam Raden Rahmat, Indonesia
Muhammad Imron Universitas Islam Raden Rahmat, Indonesia

DOI:

https://doi.org/10.70609/icom.v4i4.5650

Keywords:

branding, marketing, cultural internalization, sustaibility tourism, sumber maron

Abstract

Sumber Maron located in Malang Regency, has great potential to be developed as a sustainable local culture-based tourist destination. However, the challenge of managing and promoting this potential effectively remains an obstacle for destination managers and local communities. To overcome this, branding marketing outreach activities through cultural internalization were carried out as part of efforts to develop sustainable tourism in Sumber Maron. The results of this activity show an increase in participants' awareness and ability to integrate cultural values into tourism marketing strategies. The participants were also able to formulate a branding concept that is more focused on the sustainability and authenticity of local culture, which is expected to increase the competitiveness of Sumber Maron as a leading tourist destination. This activity makes a significant contribution to strengthening sustainable tourism in Sumber Maron, as well as empowering local communities to manage and promote their tourism potential independently and responsibly

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