Implementing The Visual Storytelling Model as a Branding Strategy of Kandri Tourism Village on Instagram @desawisatakandri

The Covid-19 pandemic has caused a downturn in the tourism sector, especially community-based tourist attractions, namely tourist villages. One tourist village that has experienced a downturn is the Kandri Tourism Village in Semarang, which has been recorded since March 2020 that it has not received...

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Autores principales:	Mardhiyani Nur Laili, Budiastuti Liliek
Formato:	article
Lenguaje:	EN FR
Publicado:	EDP Sciences 2021
Materias:	Environmental sciences GE1-350
Acceso en línea:	https://doaj.org/article/659a173e8bd04596a3974f587ec91ed3
Etiquetas:	Agregar Etiqueta Sin Etiquetas, Sea el primero en etiquetar este registro!

id	oai:doaj.org-article:659a173e8bd04596a3974f587ec91ed3
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spelling	oai:doaj.org-article:659a173e8bd04596a3974f587ec91ed32021-11-08T15:19:50ZImplementing The Visual Storytelling Model as a Branding Strategy of Kandri Tourism Village on Instagram @desawisatakandri2267-124210.1051/e3sconf/202131702018https://doaj.org/article/659a173e8bd04596a3974f587ec91ed32021-01-01T00:00:00Zhttps://www.e3s-conferences.org/articles/e3sconf/pdf/2021/93/e3sconf_icenis2021_02018.pdfhttps://doaj.org/toc/2267-1242The Covid-19 pandemic has caused a downturn in the tourism sector, especially community-based tourist attractions, namely tourist villages. One tourist village that has experienced a downturn is the Kandri Tourism Village in Semarang, which has been recorded since March 2020 that it has not received visits from group or individual tourists who wish to travel in that place. This crisis makes Kandri Tourism Village have to carry out proper branding and promotional media in order to attract tourists to visit again. The aim of this article is to implement a visual storytelling model on the @desawisatakandri Instagram account in order to increase tourist visits in Kandri Tourism Village. This research uses descriptive qualitative research methods. The results of this study indicate that through Instagram @desawisatakandri, the implementation of visual storytelling through photos and videos is a branding strategy for Kandri Tourism Village. The content uploaded in social media includes brand positioning for segmentation of tourists by group or teams. Brand identity describe on logo with the tagline “Kandri Wae”, and the Brand personality can be seen in activities that are characteristic of Kandri Tourism Village.Mardhiyani Nur LailiBudiastuti LiliekEDP SciencesarticleEnvironmental sciencesGE1-350ENFRE3S Web of Conferences, Vol 317, p 02018 (2021)
institution	DOAJ
collection	DOAJ
language	EN FR
topic	Environmental sciences GE1-350
spellingShingle	Environmental sciences GE1-350 Mardhiyani Nur Laili Budiastuti Liliek Implementing The Visual Storytelling Model as a Branding Strategy of Kandri Tourism Village on Instagram @desawisatakandri
description	The Covid-19 pandemic has caused a downturn in the tourism sector, especially community-based tourist attractions, namely tourist villages. One tourist village that has experienced a downturn is the Kandri Tourism Village in Semarang, which has been recorded since March 2020 that it has not received visits from group or individual tourists who wish to travel in that place. This crisis makes Kandri Tourism Village have to carry out proper branding and promotional media in order to attract tourists to visit again. The aim of this article is to implement a visual storytelling model on the @desawisatakandri Instagram account in order to increase tourist visits in Kandri Tourism Village. This research uses descriptive qualitative research methods. The results of this study indicate that through Instagram @desawisatakandri, the implementation of visual storytelling through photos and videos is a branding strategy for Kandri Tourism Village. The content uploaded in social media includes brand positioning for segmentation of tourists by group or teams. Brand identity describe on logo with the tagline “Kandri Wae”, and the Brand personality can be seen in activities that are characteristic of Kandri Tourism Village.
format	article
author	Mardhiyani Nur Laili Budiastuti Liliek
author_facet	Mardhiyani Nur Laili Budiastuti Liliek
author_sort	Mardhiyani Nur Laili
title	Implementing The Visual Storytelling Model as a Branding Strategy of Kandri Tourism Village on Instagram @desawisatakandri
title_short	Implementing The Visual Storytelling Model as a Branding Strategy of Kandri Tourism Village on Instagram @desawisatakandri
title_full	Implementing The Visual Storytelling Model as a Branding Strategy of Kandri Tourism Village on Instagram @desawisatakandri
title_fullStr	Implementing The Visual Storytelling Model as a Branding Strategy of Kandri Tourism Village on Instagram @desawisatakandri
title_full_unstemmed	Implementing The Visual Storytelling Model as a Branding Strategy of Kandri Tourism Village on Instagram @desawisatakandri
title_sort	implementing the visual storytelling model as a branding strategy of kandri tourism village on instagram @desawisatakandri
publisher	EDP Sciences
publishDate	2021
url	https://doaj.org/article/659a173e8bd04596a3974f587ec91ed3
work_keys_str_mv	AT mardhiyaninurlaili implementingthevisualstorytellingmodelasabrandingstrategyofkandritourismvillageoninstagramdesawisatakandri AT budiastutililiek implementingthevisualstorytellingmodelasabrandingstrategyofkandritourismvillageoninstagramdesawisatakandri
_version_	1718441852398469120

Implementing The Visual Storytelling Model as a Branding Strategy of Kandri Tourism Village on Instagram @desawisatakandri

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