Pengaruh Branding “Colorful Medan” dan Event MICE Terhadap Minat Berkunjung Kembali Ke Kota Medan
DOI:
https://doi.org/10.55123/toba.v1i3.696Keywords:
Keywords: City Branding, MICE Event, Interest to Visit Again.Abstract
This study aims to explain the EFFECT OF “COLORFUL MEDAN” BRANDING AND MICE
EVENTS ON INTEREST TO VISIT THE CITY OF MEDAN. This type of research uses explanatory
research, and data is obtained from distributing questionnaires to 106 domestic tourists who travel
to MICE events in Medan City. This study uses descriptive analysis and path analysis. The results
showed that the Colorful Medan branding variable and the MICE event had a direct effect on the
interest of tourists to visit again. Based on the results of the study, it is better for the Medan City
Government and MICE industry players to work together in maintaining and socializing Medan's
colorful branding by increasing the promotion of all types of objects and tourist attractions in
Medan City. This research is limited to the variables of city branding, MICE events and intention
to visit again. Hopefully, through this research, MICE branding and tourism in Medan City can
be further developed to the fullest.
Keywords: City Branding, MICE Event, Interest to Visit Again.
Downloads
References
Anholt, Simon. 2007. Competitive identity: The new brand management for nation, cities and regions. USA: Palgrave Macmilan
Bungin, Burhan. 2015. Komunikasi Pariwisata: Pemasaran dan Brand Destinasi. Jakarta: Kencana.
Cudny, Waldemar. 2013. Festival tourism – concept, key function and dysfunctions in the context of tourism geography studies. Geographical Journal. Vol 65 No.2 pp 105-118 Fitiani, Maisa dan Andari, Rini. 2013. Meningkatkan keputusan berkunjung melalui event di museum Konfrensi Asia Afrika. Tourism and Hospitality Essentials Journal. Vol. 3. No.2
Getz, Donald. 2008. Event tourism: definition evolution, and research. Tourism Management. Vol 29, pp 403-428
Grappi,S and Montanari, F. 2011. The role of indentification and hedonism in affecting tourist re-patronizing behaviours. Tourism management. Vol. 32, pp 1128-1140.
Judisseno, Rimsky. Branding Destinasi dan Promosi Pariwisata. Jakarta: Gramedia Pustaka Umum.
Kavaratzis, Ashwoth (2008). City Branding; An effective Assertion on Identity or a transitory marketing trick? Oxford: Blackwell Publishing Ltd.
Kartajaya, Hermawan (2007). Positioning Diferensiasi dan Brand. Jakarta: Gramedia Pustaka Utama.
Kotler, Philiph dan Kevin Lane Keller. 2009. Manajemen Pemasaran. Edisi 13 Jilid 1. Jakarta: Erlangga.
Noor, Ani. 2009. Manajemen event. Cetakan ke 1. Bandung: Alfabeta.
Akib, H. (2010). Implementasi Kebijakan : Apa, Mengapa, Bagaimana. Jurnal Administrasi Publik .
Binwasnaker. (2021, Juni 23). Menaker Ida: Pemerintah Terus Berkomitmen Hapus Pekerja Anak. Diambil kembali dari kemnaker.go.id: https://kemnaker.go.id/news/detail/menaker-ida-pemerintah-terus-berkomitmen-hapus-pekerja-anak
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2022 Juni Anggraini Ginting
This work is licensed under a Creative Commons Attribution 4.0 International License.
