Proceedings of the International Joint Conference on Arts and Humanities 2022 (IJCAH 2022)

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Brand Resilience of Local Tourism in the Pandemic Era

Authors
Puspita S. Sukardani1, *, Trenda A. Oktariyanda2, Fenina Wulansari1, Qurri A. Zumroti1
1Department of Communication Studies, Universitas Negeri Surabaya, Surabaya, Indonesia
2Department of Public Administration, Universitas Negeri Surabaya, Surabaya, Indonesia
*Corresponding author. Email: puspitasukardani@unesa.ac.id
Corresponding Author
Puspita S. Sukardani
Available Online 19 March 2023.
DOI
10.2991/978-2-38476-008-4_31How to use a DOI?
Keywords
Brand resilience; brand existence; Kampoeng Batik; pandemic
Abstract

The outbreak of global pandemic in 2019–2021 has affected the survival of brands in business and tourism due to the social restrictions. One of the most impacted brand is local brand, including the Kampoeng Batik Jetis, a tourist village located in the city of Sidoarjo, one major city in East Java, Indonesia, known for its iconic batik pattern as the local tourism attraction. This tourist village has served as a shopping centre, education site, and preservation community of local batik in Sidoarjo. This study aims to find out how Kampoeng Batik Jetis as a brand manages its existence and resilience in responding to changes in the socio-economic environment due to the pandemic. This research employed descriptive qualitative with a case study approach. The results show that Kampoeng Batik Jetis have undergone several changes and adjustments, especially in terms of the production process, management, sales, and sustainable strategies in response to the pandemic. Brand adaptation not only has an impact on increasing the scale of existence, but also the public reception to the innovation in times of pandemic changes, also affecting the brand awareness of Kampoeng Batik Jetis in the future after the pandemic.

Copyright
© 2023 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.

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Volume Title
Proceedings of the International Joint Conference on Arts and Humanities 2022 (IJCAH 2022)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
19 March 2023
ISBN
978-2-38476-008-4
ISSN
2352-5398
DOI
10.2991/978-2-38476-008-4_31How to use a DOI?
Copyright
© 2023 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

risenwbib
TY  - CONF
AU  - Puspita S. Sukardani
AU  - Trenda A. Oktariyanda
AU  - Fenina Wulansari
AU  - Qurri A. Zumroti
PY  - 2023
DA  - 2023/03/19
TI  - Brand Resilience of Local Tourism in the Pandemic Era
BT  - Proceedings of the International Joint Conference on Arts and Humanities 2022 (IJCAH 2022)
PB  - Atlantis Press
SP  - 269
EP  - 278
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-008-4_31
DO  - 10.2991/978-2-38476-008-4_31
ID  - Sukardani2023
ER  -