ANALISIS PENERAPAN SMART BRANDING DALAM BIDANG PARIWISATA DI KAWASAN PAHLAWAN STREET CENTER KOTA MADIUN

ANALYSIS OF THE APPLICATION OF SMART BRANDING IN THE TOURISM FIELD IN THE CITY OF MADIUN

This thesis is entitled "Analysis of the Application of Smart Branding in the Tourism Sector in the City of Madiun". The purpose of this study is to determine the strategy for implementing smart branding in the tourism sector in accordance with the 11P marketing mix concept. In this study using a qualitative descriptive research method which is a description or description of the state of an object regarding specific and transparent insight. The techniques used in collecting data in this study were observation, interviews and documentation. Based on the research conducted, it will be described using the 11P marketing mix theory as the basis for the author's knowledge in preparation. The 11P marketing mix elements consist of: 1) Product, 2) Price, 3) Promotion, 4) Place, 5) People, 6) Public relations, 7) Physical evidence, 8) Power, 9) Pressure 10) Performance 11) Process. The results of the research conducted by the author can be concluded that the strategic process of implementing the smart branding program in the field of tourism highlights the distinctive icons of the City of Madiun in the form of pecel and pencak silat and is equipped with miniatures from several countries such as the Singapore Merlion statue, the Japanese Skinkasen fast train, the Kaaba of Saudi Arabia , Paris Eifel Tower, Dutch windmills that are still under construction and icons of European-style houses. In addition, the provision of facilities to support the comfort and safety of visitors is an important factor that is very concerned about and is a priority in tourism in the City of Madiun.
Keywords: Strategy, Branding, Tourism