Ponggok Tourism Village Branding Innovation in the Covid-19 Pandemic Period : From Quantity to Quality

Abstract

This research aims to explain branding innovation during the Covid-19 pandemic in Ponggok Village, Klaten Regency, Central Java Indonesia as an effort to recover from the tourism crisis. This research is a qualitative research with a case study approach. The resource persons are supervisor of Ponggok Creative Hub and the Ponggok Village Government as well as content analysis from official social media accounts managed by PonggokKreatifHub  as primary data sources. Data collection methods used in this study are content analysis, interview and documentation. Data analysis techniques in this study is divided into three stages: data reduction, data presentation and conclusion drawing. Data verification using source triangulation. The results of this study indicate that the branding practice carried out by Ponggok Village has a different focus and strategy before the pandemic and during the Covid-19 pandemic. The branding carried out by Ponggok Village during the Covid-19 pandemic underwent a transformation from previously focusing on quantity to quality. Content analysis from Ponggok Village's official Instagram social media account shows Ponggok Village's efforts to communicate its program to become a more qualified Tourism Village. However, the results of this branding cannot be felt optimally because of the frequent changes in regulations from the Regional Government during the Covid-19 pandemic and the uncertainty of when this crisis will end.