Heritage Tourism Branding Strategy (Comparative Study of Heritage Tourism Branding Strategies in Madura, Indonesia and Malaysia)
- DOI
- 10.2991/978-2-38476-118-0_111How to use a DOI?
- Keywords
- Heritage; UNESCO; Positioning; Differentiation; Image
- Abstract
Malaysia already has quite well-known heritage areas, namely George Town and Melaka which are recognized by the UNESCO World Heritage Side. Then what about some of the historical heritage in Indonesia, especially Madura? The formulation of the problem raised is related to how positioning, differentiation, manage image, for the next how is a Comparative Study of Heritage Tourism Branding Strategies in Madura, Indonesia and Malaysia. The research method uses a qualitative descriptive method. As well as reviewing and linking with several study variables. The Comparative Study of Heritage Tourism Branding Strategies in Madura, Indonesia and Malaysia, has very big differences. Tourism Heritage George Town, Penang and Melaka in terms of branding strategy management, have been successful. Positioning, product differentiation, and brand image have been carried out well by the two Old Town in Malaysia. Very different from the branding strategy carried out by PT. Garam because it has no authority and limited duties related to the management of old buildings to be used as a heritage tourism sector.
- Copyright
- © 2024 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.
Cite this article
TY - CONF AU - Ahmad Cholil AU - Tatag Handaka AU - Hamid Busthami Noer PY - 2023 DA - 2023/10/10 TI - Heritage Tourism Branding Strategy (Comparative Study of Heritage Tourism Branding Strategies in Madura, Indonesia and Malaysia) BT - Proceedings of the 4th Borobudur International Symposium on Humanities and Social Science 2022 (BIS-HSS 2022) PB - Atlantis Press SP - 969 EP - 975 SN - 2352-5398 UR - https://doi.org/10.2991/978-2-38476-118-0_111 DO - 10.2991/978-2-38476-118-0_111 ID - Cholil2023 ER -