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REBRANDING ISTANO BASA PAGARUYUNG SEBAGAI ICON DAN OBJEK WISATA MINANGKABAU PASCA KEBAKARAN TAHUN 2007

Rahmadani, Pratiwi (2014) REBRANDING ISTANO BASA PAGARUYUNG SEBAGAI ICON DAN OBJEK WISATA MINANGKABAU PASCA KEBAKARAN TAHUN 2007. Other thesis, ANDALAS UNIVERSITY.

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Abstract

ABSTRACT “REBRANDING ISTANO BASA PAGARUYUNG AS ICON AND TOURISMS DESTINATIONS IN MINANGKABAU AFTER THE FIRE IN 2007” By: Pratiwi Rahmadani 0910862016 Supervisors: Yuliandre Darwis, Ph.D Rahmi Surya Dewi, M.Si This study discusses about rebranding strategy the replica of Istano Basa Pagaruyung as a tourist attraction and Minangkabau icon after the fires in 200 used by the Department of Tourism Culture Youth and Sports (Budparpora) in Tanah Datar Regency. This study aims to assess the rebranding by Public Relations activities run by Head Office of Promotion Budparpora Tanah Datar. In addition, researchers also examine the strategies in public relations activities in promotions, news, and event. Researchers used a model of communication as a scalpel Braddock this study. In Braddock communication model, there are seven elements that must be considered in the process of communication that is communicator, message, communicant, media, situation, purpose, and effect. The method used is descriptive qualitative method. Data collection techniques used were interviews with four employees of Dinas Budparpora Tanah Datar, and observations in the field and study documentation. The results showed that the activities of a rebranding strategy Istano Basa Pagaruyung’s replica after a fire in 2007 that is promotional activities, news, and events conducted by the Department Budparpora be the message conveyed to the audience to visit Istano Basa Pagaruyung. This message was delivered by media that is mass media and new media (internet) to introduce the Istano Basa Pagaruyung’s brand awareness. So it will look a brand of Istano Basa Pagaruyung when people see Istano Basa Pagaruyung then they will remember the Minangkabau. Conversely, when people considering Minangkabau society then they will remember Istano Basa Pagaruyung as Minangkabau icon. Keywords: Rebranding, Brand Awareness, Istano Basa Pagaruyung

Item Type: Thesis (Other)
Subjects: G Geography. Anthropology. Recreation > GE Environmental Sciences
H Social Sciences > H Social Sciences (General)
H Social Sciences > HN Social history and conditions. Social problems. Social reform
P Language and Literature > PL Languages and literatures of Eastern Asia, Africa, Oceania
Unit atau Lembaga: Fakultas Ilmu Sosial dan Ilmu Politik > Komunikasi
Depositing User: Marina R kurniawan
Date Deposited: 21 Jan 2015 01:10
Last Modified: 21 Jan 2015 01:10
URI: http://repository.unand.ac.id/id/eprint/21434

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