Identitas Merek Destinasi Likupang : Studi Kualitatif Berdasarkan Ulasan Wisatawan

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Published: Aug 27, 2025
DOI: https://doi.org/10.56799/jceki.v4i5.11580
Keywords:
Likupang, Destination brand identity, Tourist reviews, Destination Branding, Sustainable Tourism

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Chrisna Riane Opod
Universitas Negeri Manado
Irvandi Waraney Ombuh
Patricia Steffina Mawitjere

Abstract

Pariwisata memainkan peran penting dalam pembangunan berkelanjutan, dan Indonesia, dengan sumber daya alam dan budayanya yang beragam, memiliki potensi besar. Likupang, salah satu Destinasi Pariwisata Super Prioritas (SPTD), membutuhkan identitas merek destinasi yang lebih kuat untuk meningkatkan daya saingnya. Studi ini mengkaji elemen-elemen kunci yang membentuk identitas Likupang, berdasarkan ulasan wisatawan dari Google Reviews, yang dianalisis menggunakan analisis konten kualitatif. Hasil penelitian menunjukkan bahwa identitas Likupang sangat terkait dengan keindahan alam, keramahtamahan lokal, dan potensi ekowisata berkelanjutan, sementara tantangan tetap ada dalam infrastruktur dan aksesibilitas. Temuan ini menggarisbawahi pentingnya strategi branding berbasis pengalaman dalam meningkatkan posisi Likupang baik secara nasional maupun internasional, memberikan kontribusi teoretis untuk studi Identitas Merek Destinasi dan wawasan praktis untuk manajemen destinasi.

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How to Cite
Chrisna Riane Opod, Irvandi Waraney Ombuh, & Patricia Steffina Mawitjere. (2025). Identitas Merek Destinasi Likupang : Studi Kualitatif Berdasarkan Ulasan Wisatawan. J-CEKI : Jurnal Cendekia Ilmiah, 4(5), 2817–2823. https://doi.org/10.56799/jceki.v4i5.11580
Issue
Vol. 4 No. 5: Agustus 2025
Section
Articles
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This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

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