Storytelling, citra destinasi, dan pengalaman merek pada video promosi kementerian pariwisata dan ekonomi kreatif

Bibliographic Data

ID22183944
AuthorsAnabel Yevina Mulyadi Wahyu (Multimedia Nusantara University), Agustinus Rusdianto Berto (0000-0003-4445-7937, Multimedia Nusantara University), Endah Murwani (Multimedia Nusantara University)
Year2022
Volume6
Issue2
Pages679-698
Publication date2022-07-30
Open AccessYes
TypeARTICLE
VenueJurnal Studi Komunikasi (Indonesian Journal of Communications Studies (JOURNAL)
Journal identifiersISSN: 2549-7294 • E-ISSN: 2549-7626
PublisherDr. Soetomo University (PUBLISHER)
DOI10.25139/jsk.v6i2.4928
OpenAlexW4290631639
LanguageEN
Citations received2
References cited9

The Ministry of Tourism and Creative Economy (Kemenparekraf) of the Republic of Indonesia is aggressively promoting tourist destinations with various policies after confirmed cases of Covid-19 decreased. Efforts to promote tourist destinations are created a positive image of Indonesian tourism destinations. The promotional video used storytelling techniques from Bali and Lake Toba, two Indonesian tourist destinations. This study aimed to determine the effect of the Ministry of Tourism and Creative Economy's tourism promotion videos using storytelling techniques on the image of the destination, mediated by brand experience. This study uses a quantitative approach with experimental research methods. The results of this study indicate that the storytelling in The Heart Beat of Toba (53.4%) and Earth Revitalisation (22.5%) videos influences the image of the destination mediated by brand experience

Advertising · Art · Business · Christian ministry · Destinations · Geography · Indonesian · Political science · Storytelling · Tourism · Tourist destinations · Blockchain Technology in Education and Learning · Community-based Tourism Development and Sustainability · Cultural and Artistic Studies

Tools

Open DOIOpen Access