ANALISA STRATEGI CITY BRANDING UNTUK MENARIK MINAT WISATAWAN SERTA INVESTOR DALAM PENINGKATAN DAYA TARIK DESTINASI ( STUDI PADA UPAYA BRANDING IBU KOTA NEGARA NUSANTARA, KALIMANTAN TIMUR).

Abstract

The purpose of this study is to determine and analyze the influence of City Branding strategy and AIDDA model strategy on the interest of tourists and investors in increasing the attractiveness of destinations in the Capital City of the Archipelago. And to determine and analyze the City Branding strategy and AIDDA model strategy simultaneously influence the interest of tourists and investors in increasing the attractiveness of destinations in the Capital City of the Archipelago.

The theoretical basis of this research consists of marketing management, city branding, AIDDA strategy, destination attractiveness, interest in visiting. Field work research data collection techniques, questionnaires and library research. The analysis tool for this research uses multiple linear regression. The results of this study are that City branding has a positive and significant effect on tourist interest, city branding various activity strategies that have been implemented by the IKN authority include image marketing activities, attraction/appeal marketing, development of facilities and infrastructure and community empowerment. The AIDDA strategy has a positive and significant effect on tourist interest, the AIDDA strategy, the first step that must be taken is that the audience must be aroused with attention (Attention), interest (interest), desire (Desire), decision (Decision), action (Action) target after all the components above are met, it will be seen that the government's efforts have paid off or vice versa. The city branding strategy and the AIDDA strategy simultaneously have an effect on the interest of tourists and investors in Increasing the Attractiveness of the Capital City of the Archipelago, the IKN authority in increasing the attractiveness of destinations must focus more on the image, attraction and facilities and infrastructure provided to tourists.