Destination Branding of Shopping Tourism in Magetan Regency

Siti Ning Farida, Herlina Suksmawati


Magetan Regency has been well known by the people of archipelago as the region of fine raw leather materials artisan ranging from the process of raw materials into the finished products, as well as various types of processed equate leather vastly produced in this area. The goal of this research is to describe the formation stage and element of destination branding of shopping tourism formation in hide industry center in Magetan regency. The theory utilized in this study is the model of message production and goals-plans-action model from Dillard. This qualitative research is the main data collection through interview. The outcomes of this study reveal the establishment stage of hide industry center as the destination branding of Magetan Regency, beginning with determining the market segmentation, then further into the identity build and the last is to implement the existence of hide industry center as destination branding. The establishment elements of hide industry center as a destination branding Magetan regency is on products owned by the hide industry center. The characteristics and advantages of products owned by the leather industry centers create the brand identity and brand essence as well as brand culture element in Magetan’s destination branding.

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