Perencanaan Tagline Parariwisata di Kota Bogor dalam Meningkatkan Brand Awareness Wisatawan

Abstract

Penelitian ini bertujuan merancang tagline pariwisata yang dapat meningkatkan brand awareness wisatawan terhadap Kota Bogor. Meski memiliki potensi wisata yang beragam, Bogor belum memiliki tagline yang kuat dan merepresentasikan identitas kota. Dengan menggunakan metode Design Thinking yang meliputi lima tahap (empathize, define, ideate, prototype, dan test), peneliti mengumpulkan data melalui observasi, wawancara, dan kuesioner kepada 350 responden. Hasilnya menunjukkan bahwa kuliner, sejarah, dan alam sejuk menjadi daya tarik utama. Berdasarkan data tersebut, dirancanglah tagline “Bogor City: Enjoy Culture, Heritage, Culinary at One”, yang dianggap mewakili kekuatan pariwisata Bogor secara ringkas dan mudah diingat. Logo dan warna juga dirancang untuk memperkuat citra kota yang ramah, sejuk, dan berbudaya. Tagline ini diharapkan menjadi rekomendasi strategis bagi pengembangan promosi pariwisata Kota Bogor.

This study aims to design a tourism tagline that can enhance tourists' brand awareness of Bogor City. Although Bogor has diverse tourism potential, it still lacks a strong tagline that truly represents the city's identity. Using the Design Thinking method, which consists of five stages (empathize, define, ideate, prototype, and test), the researchers collected data through observation, interviews, and questionnaires distributed to 350 respondents. The results show that culinary experiences, historical attractions, and a cool natural atmosphere are Bogor’s main draws. Based on these findings, the tagline "Bogor City: Enjoy Culture, Heritage, Culinary at One" was created, as it is considered to represent Bogor's tourism strengths in a concise and memorable way. The logo and color scheme were also designed to reinforce the image of a friendly, cool, and culturally rich city. This tagline is expected to serve as a strategic recommendation for improving tourism promotion in Bogor.