ANALYSIS OF DESTINATION BRANDING OF GOA RESI TOURISM IN THE DEVELOPING TOURISM VILLAGE OF CONTO BULUKERTO DISTRICT, WONOGIRI REGENCY, CENTRAL JAVA

This study aims to analyze the destination branding of Goa Resi Tourism in Conto Village, Bulukerto District, Wonogiri Regency, Central Java, using Morgan and Pritchard's five-stage destination branding theory. The research identifies the application of these stages, including market investigation, brand identity development, brand launch and introduction, brand implementation, and monitoring, evaluation, and review. Using a descriptive qualitative method, data were obtained from in-depth interviews with stakeholders, field observations, and document analysis.
The results indicate that Goa Resi has successfully identified and evaluated relevant market potentials, created a strong and consistent brand identity, and launched and introduced the brand with effective communication strategies. Brand implementation in the field has also been carried out consistently, although there are some challenges in managing supporting services such as shuttle buses and the relatively narrow access roads to Goa Resi. Routine monitoring and evaluation, conducted monthly, allow for necessary strategy adjustments to maintain branding alignment and effectiveness. The recommendations include improving infrastructure and accessibility, developing educational and interactive tourism programs, and establishing a proprietary shuttle bus service for Goa Resi. With these measures, it is hoped that Goa Resi Tourism can continue to develop as a sustainable and attractive destination for tourists.