Analisis Destination Branding Pariwisata Kampung Batik Kauman di Kota Surakarta Bagi Gen Z

Abstract

Tourist attractions are an important aspect in tourism to attract tourist, especially in the decision to choose a tour. Destination branding is needed to promote its attractions. Destination branding is a strategic process to create and manage an image and identity in order to attract visitors. However, the branding of Kauman Batik Village has not been able to maximize branding among Generation Z even though this destination can make the program a success and address strategic issues of the RPJMD. The purpose of this study is to analyze the success of destination branding of Kauman Batik Village for Generation Z as measured by destination brand equity. The research method used is quantitative descriptive with a single variable. The data collection technique was carried out by distributing questionnaires to 100 research subjects obtained using the Slovin formula and in accordance with the number of Generation Z in Surakarta City in 2023. The results of the study show the success of the destination branding of Kauman Batik Village tourism for Generation Z as seen from the average value of all indicators. It was found that the brand image indicator was the highest indicator where Kauman Batik Village has beautiful scenery. Then brand awareness becomes the lowest indicator because there is still a lack of promotional efforts for tourist destinations that focus on batik products so that Generation Z only focuses on photo destinations, the lack of a unique identity, and Generation Z negative perception of Kauman Batik Village.