Heritage Tourism Branding Strategy (Comparative Study of Heritage Tourism Branding Strategies in Madura, Indonesia and Malaysia)
Ahmad Cholil, Tatag Handaka, Hamid Busthami Noer

Department of Communication Science, FISIB, UTM

Abstract

Malaysia already has quite well-known heritage areas, namely George Town and Melaka which are recognized by the UNESCO World Heritage Side. Then what about some of the historical heritage in Indonesia, especially Madura? The formulation of the problem raised is related to how positioning, differentiation, manage image, for the next how is a Comparative Study of Heritage Tourism Branding Strategies in Madura, Indonesia and Malaysia. The research method uses a qualitative descriptive method. As well as reviewing and linking with several study variables. The Comparative Study of Heritage Tourism Branding Strategies in Madura, Indonesia and Malaysia, has very big differences. Tourism Heritage George Town, Penang and Melaka in terms of branding strategy management, have been successful. Positioning, product differentiation, and brand image have been carried out well by the two Old Town in Malaysia. Very different from the branding strategy carried out by PT. Garam because it has no authority and limited duties related to the management of old buildings to be used as a heritage tourism sector.

Keywords: Heritage, UNESCO, Positioning, Differentiation, Image

Topic: Other Social Sciences and Humanities