Gulo Puan Visual Brand: Medium Promotion of Gastronomic Tourism Destinations, Pampangan District, South Sumatra

Sumbo Tinarbuko; Risvi Pangestu; I Wayan Nuriarta

doi:10.31091/mudra.v38i2.2365

Gulo Puan Visual Brand: Medium Promotion of Gastronomic Tourism Destinations, Pampangan District, South Sumatra

Authors

Sumbo Tinarbuko 1Visual Communication Design, Faculty of Fine Arts, Yogyakarta – Indonesia Institute of the Arts
Risvi Pangestu 2Visual Communication Design, Faculty of Governance and Culture, Indo Global Mandiri University Palembang - Indonesia
I Wayan Nuriarta 3Visual Communication Design, Faculty of Art and Design, Denpasar Indonesian Art Institute - Indonesia

DOI:

https://doi.org/10.31091/mudra.v38i2.2365

Keywords:

Visual Brand, Medium Promotion, Tourist Destinations, Gastronomy Gulo Puan

Abstract

Gulo Puan is a traditional food from the Pampangan sub-district, South Sumatra Province. Its existence has sunk into the ages. Gulo Puan does not yet have a visual brand that can represent her existence. The absence of a visual brand makes people less aware of the existence of this gastronomy. The purpose of this study is to present the Gulo Puan visual brand as a promotional medium for the gastronomic tourism destination "Guwan" Gulo Puan in the Pampangan sub-district. This study uses a qualitative method with a five-stage approach to design thinking according to Tim Brown's version: empathy, define, ideate, prototype, and test. The data collection process was carried out by interviews, observation, literacy, documentation, and questionnaires. The data obtained were then analyzed using the Triadik Sumbo Tinarbuko design concept approach. The results of this synthesis form the basis for designing the Gulo Puan visual brand. The results of the synthesis are also positioned as a solution for the Gulo Puan visual brand for visual communication problems found at the Gulo Puan production center, Pampangan sub-district, South Sumatra Province. The novelty of the results of this design puts forward the concept of Gulo Puan's visual branding as a promotional medium that represents the Gulo Puan gastronomic tourism destination in the Pampangan sub-district. The theory used in this study: visual branding for strategies to design visual branding, sociology theory of design to determine the needs of target audiences, theory of tourist destinations to design tourist destinations, and visual communication design theory is used to design the form of messages and the contents of verbal and visual messages. Conceptually, this research also contributes theoretical and practical knowledge to the development of visual communication design science.

Downloads

Download data is not yet available.

References

Aaker, D., & Joachimsthaler, Erich. (2002). Ch. 2: Brand identity: The cornerstone of brand strategy. Pada D. Aaker, & E. Joanchimsthaler, Eds,. Brand Leadership. New York: Free Press.

Bestari, Ni Made Prasiwi., Wiranatha, Agung Suryawan., Suryawardani, I Gusti Ayu Oka., Putra, I Nyoman Darma. (2022). Rejuvenating Cultural Tourism Through Gastronomic Creative Tourism in Ubud, Bali. Mudra Jurnal Seni Budaya, 37(2), 136-145. https://doi.org/10.31091/mudra.v37i2.1938

Brown, Tim. (2009). How Design Thinking Transforms Organizations and Inspires Innovation ‘Change by Design’.New York: Harper Collin Publishers.

Carter, David. E. (2005). Logo Redesigned: How 200 Companies Successfully Changed Their Image. New York: Harper Collins.

Creswell, John W. (2014). Research Design Pendekatan Metode Kualitatif, Kuantitatif, dan Campuran. Yogyakarta: Pustaka Pelajar.

Duncan, Tom. (2005). Principle Of Advertising and IMC, International Edition, Edisi Kedua. New York: McGrawHill.

Ferrinadewi, Erna, (2008). Merek dan Psikologi Konsumen, Edisi Pertama. Yogyakarta: Graha Ilmu.

Fiske, John. (2004). Cultural and Communication Studies. Yogyakarta: Jalasutra.

Govers, Robert. dan Go, Frank. (2009). Place Branding: Glocal, Virtual and Physical Identities, Constructed, Imagined and Experienced. UK: Palgrave Macmillan.

Hall, C. M, Sharples, L., Mitchell, R., Macions, N. & Cambourne, B. (2003). Food Tourism around the World: Development, Management and Markets. Boston, MA: Butterworth Heinemann.

Hjalager, A. dan Richards, G., (eds). (2002). Tourism and Gastronomy, London: Routledge.

Kotler, Philip. dan Armstrong, Gary. (2008). Prinsip-Prinsip Pemasaran edisi Kedua Belas Jilid 1. Jakarta: Erlangga.

Lazuardi, M., & Triady, M.S. (2015). Ekonomi Kreatif: Rencana Pengembangan Kuliner Nasional 2015-2019 (1st ed.). Jakarta: PT. Republik Solusi.

Lin, Y., Pearson, T. E., dan Cai, L. A. (2011). Food as a Form of Destination Identity: A Tourism Destination Brand Perspective. Tourism and Hospitality Res, 11(1), 30-48.

Madden, Claire. (2017). HELLO GEN Z Engaging the Generation of Post- Millennials. Australia : Hello Clarity.

Morgan, N. dan Pritchard, A. (1999). Tourism Promotion and Power Creating Images, Creating Identities. Wiley Chichester.

Muzellec, Laurent dan Lambkin, Mary. (2006). Corporate Rebranding: Destroying, Transferring or Creating Brand Equity. European Journal of Marketing, 40(7/8), 803-824.

Papanek, V. 2005. Design and the real world: Human ecology and social change. Academy Chicago Publishers.

Perry, Alicia. dan Wisnom, David. (2002). Before the Brand: Creating the Unique. DNA of an Enduring Brand Identity. New York: McGraw Hill.

Pracintya, I.A. Etsa., Putra, I Nyoman Darma., Yanthy, Putu Sucita. (2022). Tourism Promotion Symbols for Bandung City in a Teenager Romantic Film ‘Dilan 1990’. Mudra Jurnal Seni Budaya, 37 (4), 374-381. https://doi.org/10.31091/mudra.v37i4.2084

Purnawan, Ni Luh Ramaswati., Pitana, I Gede., Putra, I Nyoman Darma. (2021). Cultural Landscape: Brand Knowledge Wisatawan tentang Bali dalam Online Travel Review Communication Platform. Mudra Jurnal Seni Budaya, 36(2), 254–263. https://doi.org/10.31091/mudra.v36i2.1200

Sarwono. Jonathan, Lubis., dan Harry. (2007). Metode Riset Untuk Desain Komunikasi Visual. Yogyakarta: Penerbit Andi.

Suwardikun, Didit W. 2000. Merubah Citra Melalui Perubahan Logo.Bandung: ITB Library.

Tinarbuko, S. (2020). Makna Konotasi Rebranding Logo TVRI. Mudra Jurnal Seni Budaya, 35(1), 15-21. https://doi.org/10.31091/mudra.v35i1.993

Tinarbuko, Sumbo. (2017). Membaca Tanda dan Makna Desain Komunikasi Visual.Yogyakarta: Badan Penerbit ISI Yogyakarta.

Tjiptono, Fandy, (2015). Brand Management & Strategy. Yogyakarta: Andi Offset.

Widari, Dewa Ayu Diyah Sri., Prasiasa, Dewa Putu Oka. (2022). Nilai Estetika Lokal dan Nilai Ekonomi Lokal Dalam Pengelolaan Destinasi Pariwisata di Bali Utara. Mudra Jurnal Seni Budaya, 37(1), 60-68. https://doi.org/10.31091/mudra.v37i1.1883