^SOUND OF SILENCE^: SONIC BRANDING GEOSITE AS A GEOTOURISM AND CONSERVATION PROGRAM Hasan Ali Murtadha, Eli Jamilah Mihardja, Nurliana
Master of Communication, Universitas Bakrie
Maros-Pangkep UGGp
Abstract
Every geosite possesses unique attributes. Geosites, as geotourism destinations, necessitate a distinct and exceptional personality that sets them apart from other sites. Hence, it is vital to investigate and cultivate its capacity for the aim of establishing a brand. Sonic branding refers to the use of sound as a form of branding to establish a strong association with a specific brand in our minds. This essay utilizes the concept of sound branding to examine the possibilities of creating destination branding for the Rammang-rammang geosite in Maros-Pangkep UNESCO Global Geopark. The geosite perspective offers the advantage of silence, which aligns with the conservation aims of the geotourism program. Nevertheless, how can one effectively communicate the superior melodiousness of natural sounds compared to any sounds created by humans? The task at hand involves creating a branding destination centered around audio branding. The data was gathered by a comprehensive review of the literature, conducting interviews, and making direct observations. Utilizing a qualitative technique for data processing and analysis led to the development of preliminary recommendations for the implementation of this ^sound of quiet^ branding. The research aims to enhance the existing references in the field of Communication Science by providing valuable insights into the study of geoparks.
Keywords: destination branding, geotourism program, mass communication, sonic branding, ^sound of silence^
