Branding Daya Tarik Wisata terhadap Peningkatan Kunjungan
(Studi Kasus Pantai Camplong Kabupaten Sampang)
Branding is a strategic process of creating and maintaining a positive identity and image of a tourism destination to differentiate it from others and enhance perceived value among visitors. In tourism development, branding is closely related to tourist attractions, including natural uniqueness, cultural diversity, comfort, and memorable travel experiences. Camplong Beach, a coastal tourism destination in Sampang Regency, has significant potential due to its scenic blue sea, natural landscape, and distinctive Madurese culinary offerings. This study aims to examine the tourist attractions of Camplong Beach in increasing visitor numbers and to analyze branding strategies applied to enhance tourist visits. A qualitative descriptive approach was employed using in-depth interviews, field observations, and documentation as data collection techniques. Data were analyzed through data reduction, data presentation, conclusion drawing, and triangulation to ensure validity. The findings indicate that the main attractions of Camplong Beach include natural beauty, local cuisine, supporting facilities, and strategic accessibility. Branding strategies involving visual identity, brand image, brand message, tourist experience, and tourism products have successfully shaped positive perceptions and significantly contributed to increasing tourist interest and visitation.
Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name. New York: The Free Press.
Arikunto, S. (2010). Prosedur penelitian: Suatu pendekatan praktik. Jakarta: Rineka Cipta.
Adrianus Parenden. Branding Destinasi dan Pengaruhnya terhadap Loyalitas Wisatawan: Analisis Lintas Negara. Jurnal Economic Resource. Vol. 8 No. 1 (2025).
Basiya, R., & Rozak, H. A. (2012). Kualitas daya tarik wisata, kepuasan, dan niat kunjung ulang wisatawan. Jurnal Dinamika Kepariwisataan, 11(2), 1–12.
Firmansyah, M. A. (2019). Pemasaran produk dan merek. Bandung: CV Widina Media Utama.
Kementerian Pariwisata dan Ekonomi Kreatif/Badan Pariwisata dan Ekonomi Kreatif (Kemenparekraf/Baparekraf). (2022). Buku Pedoman Penyelenggaraan Statistik Sektoral. Jakarta: Pusdatin.
Kementerian Pariwisata dan Ekonomi Kreatif. (2021). Tren pariwisata di tengah pandemi. https://kemenparekraf.go.id/ragam-pariwisata/Tren-Pariwisata-Indonesia-di-Tengah-Pandemi
Kristiyaningrum. (2020). Analisis faktor-faktor peningkatan jumlah pengunjung destinasi wisata. Jurnal Pariwisata, 5(2), 45–58.
Kotler, P., & Armstrong, G. (2016). Principles of marketing (16th ed.). Pearson Education.
Kotler, P., Kartajaya, H., & Setiawan, I. (2019). Marketing 4.0: Moving from traditional to digital. Hoboken, NJ: Wiley.
Kumar, A., & Saroj, K. (2020). Impact of customer review on social media marketing strategies. International Journal of Research in Business Studies, 5(2), 1–12.
Maulidiya, L., & Hayati, M. (2020). Potensi dan strategi pengembangan pariwisata Pulau Mandangin Kabupaten Sampang. Agriscience, 1(2), 507–529. https://doi.org/10.21107/agriscience.v1i2.9183
Moustakas, C. (1994). Phenomenological research methods. Thousand Oaks, CA: Sage Publications.
Pitasari, P. D. S. (2017). Sejarah perkembangan pariwisata dan definisi pariwisata. Academia: Accelerating the World’s Research, 1(1), 1–12.
Ratnasari, D. (2021). Strategi personal branding komposer musik di media sosial. Besaung: Jurnal Seni, Desain dan Budaya, 6(2), 92–98. https://doi.org/10.36982/jsdb.v6i2.1716
Salim, E., Ali, H., & Yulasmi. (2023). Optimalisasi minat mengunjungi destinasi wisata. Jakarta: Deepublish.
Sugiyono. (2013). Metode penelitian kuantitatif, kualitatif, dan R&D. Bandung: Alfabeta.
Sugiyono. (2016). Brand marketing. Bandung: Widina Media Utama.
Sulistio, A. B. (2021). Branding sebagai inti dari promosi bisnis. Jurnal ProFilm, 1(1), 1–16.
Swarbrooke, J. (1998). Sustainable tourism management. Wallingford: CABI Publishing.
Undang-Undang Republik Indonesia Nomor 10 Tahun 2009 tentang Kepariwisataan.
Uhai, S., et al. (2022). Daya tarik wisata waduk Panji Sukarame. EDUTOURISM Journal of Tourism Research, 3(2), 102–114. https://doi.org/10.53050/ejtr.v3i02.158
Yoeti, O. A. (1997). Perencanaan dan pengembangan pariwisata. Jakarta: Pradnya Paramita.
Yoeti, O. A. (2008). Ekonomi pariwisata. Jakarta: Kompas.
Bapak Hasib. (2025). Wawancara pribadi. 1 Februari 2025, Sampang.
Bapak Mail. (2025). Wawancara pribadi. 2 Februari 2025, Sampang.
Bapak Rusdi. (2025). Wawancara pribadi. 4 Februari 2025, Sampang
Ibu Linda. (2025). Wawancara pribadi. 6 Februari 2025, Sampang