Email this article GEOGRAPHICAL INDICATION BRAND AS PROMOTION OF DESTINATION (STUDY OF SAMBAL HIYUNG)
Abstract
ABSTRACT
This study aims to determine the use of geographical indication brands as a way to promote a destination. Manufacturers have used place names (geographical indication) as brands for a long time, especially for food and beverage products. This research refers to a startup product, namely Sambal Hiyung, which was made by 4 (four) students in the Hospitour Entrepreneur Club(HEC) program batch 1 In period February to June 2021. Using a qualitative descriptive analysis approach, by conductingobservations and interviews during June 2021 to the owners of this startup . The results show that the use of place names can help introduce/promote the place to the wider community, as well as increase product sale.
Design/Methodology. This study was conducted by observations and surveys the development of Sambal Hiyung as start up product, by qualitative descriptive approached . Primary data collection instrument using questionnaire list to the owners andcustomers. The analysis technique, using Nvivo12 to explore the word frequency.
Keywords
Full Text:
PDFReferences
Creswell, J. W. (2013). Qualitative Inquiry & Research Design, Choosing Among Five Approaches. In SAGE Publications, Inc (Third). SAGE Publications Inc. Fernández-Ferrín, P., Bande, B., Galán-Ladero, M. M., Martín-Consuegra, D., Díaz, E., & Castro- González, S. (2019). Geographical indication food products and ethnocentric tendencies: The importance of proximity, tradition, and ethnicity. Journal of Cleaner Production, 241. https://doi.org/10.1016/j.jclepro.2019.118210 Gheorghe, G., Tudorache, P., & Nistoreanu, P. (2014). Gastronomic Tourism, a New Trend for Contemporary Tourism?? Cactus Tourism Journal, 9(1), 12–21. Gopalakrishnan, N., Nair, P. S., & Babu, A. K. (2007). Exploring the Relationship between Geographical Indications and Traditional Knowledge An Analysis of the Legal Tools for the Protection of Geographical Indications in Asia. Science And Technology, August. http://scholar.google.com/scholar?hl=en&btnG=Search&q=intitle:Exploring+the+Relatio nship+between+Geographical+Indications+and+Traditional+Knowledge+An+Analysis+o f+the+Legal+Tools+for+the+Protection+of+Geographical+Indications+in+Asia#0 Lee, K. H., Packer, J., & Scott, N. (2015). Travel lifestyle preferences and destination activity choices of Slow Food members and non-members. Tourism Management, 46, 1–10. https://doi.org/10.1016/j.tourman.2014.05.008 Marie-Vivien, D., & Biénabe, E. (2017). The Multifaceted Role of the State in the Protection of Geographical Indications: A Worldwide Review. World Development, 98, 1–11. https://doi.org/10.1016/j.worlddev.2017.04.035 Neilson, J., Wright, J., & Aklimawati, L. (2018). Geographical indications and value capture in the Indonesia coffee sector. Journal of Rural Studies, 59(January), 35–48. https://doi.org/10.1016/j.jrurstud.2018.01.003 Paramitha, D. A. A. (2021). Jumlah Pulau di Indonesia, Traveler Harus Tahu. Okezone.Com. https://www.okezone.com/tren/read/2021/01/13/620/2343504/jumlah-pulau-di- indonesia-traveler- harus-tahu Seal, P. P., & Piramanayagam, S. (2018). Branding Geographical (GI) of Good and Implications on Gastronomic Tourism: an Indian Perspective. Singh, A. K., Brahmi, P., & Saxena, S. (2007). The geographical indications of goods (Registration and Protection) Act (1999) of India: Implication for agricultural goods. Asian Agri-History, 11(4), 253–263. Yin, R. K. (2011). Qualitative Research from Start to Finish. The Guilford Publications, Inc.
Copyright (c) 2022 Elang Kusumo
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
School of Hospitality & Tourism | Universitas Pelita Harapan | Indonesia | Phone +62 21 546 0901 | Fax +62 21 546 0910 | jurnal.hospitour@uph.edu