Is it male or female? Exploring brand association and personification of a textile-based tourism destination.
Located in Central Java Province, Indonesia, Lasem town actually has all the requisite conditions needed for a tourism destination, including attractions, accessibility, activities, amenities and accommodations. However, the town’s sub-districts that have major attractions as traditional textile-ba...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
AfricaJournals
2019-08-01
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| Series: | African Journal of Hospitality, Tourism and Leisure |
| Subjects: | |
| Online Access: | https://www.ajhtl.com/uploads/7/1/6/3/7163688/article_1_vol_8_4__2019_indonesia.pdf |
| _version_ | 1819155729642160128 |
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| author | Usep Suhud Ernita Maulida Tarma |
| author_facet | Usep Suhud Ernita Maulida Tarma |
| author_sort | Usep Suhud |
| collection | DOAJ |
| description | Located in Central Java Province, Indonesia, Lasem town actually has all the requisite conditions needed for a tourism destination, including attractions, accessibility, activities, amenities and accommodations. However, the town’s sub-districts that have major attractions as traditional textile-based destinations are not visited by many tourists. This study aims to measure the association and personification of the name 'Lasem'. Data were collected through an online survey involving 289 participants who lived within a readius of 505 kilometres from Lasem. The authors applied a projective technique to question the participants. As a result, Lasem was associated with the name of an institution, place, community, tourism, and name of the city. Furthermore, Lasem was personified as a young man between 21-25 years old, unmarried, and already working. This ‘man’ had human characters, such as being good, quiet, calm, friendly, and patient. Such research is very useful for companies or authorities who will do marketing for the city as a tourism destination. This information can be used as the basis for the development of the marketing concept and the selection of promotional tools so that the objectives of the marketing campaign could be achieved effectively and efficiently. |
| first_indexed | 2024-12-22T15:41:36Z |
| format | Article |
| id | doaj.art-640aeea6594641cf9d4ab122cea1ccc5 |
| institution | Directory Open Access Journal |
| issn | 2223-814X |
| language | English |
| last_indexed | 2024-12-22T15:41:36Z |
| publishDate | 2019-08-01 |
| publisher | AfricaJournals |
| record_format | Article |
| series | African Journal of Hospitality, Tourism and Leisure |
| spelling | doaj.art-640aeea6594641cf9d4ab122cea1ccc52022-12-21T18:21:08ZengAfricaJournalsAfrican Journal of Hospitality, Tourism and Leisure2223-814X2019-08-0184Is it male or female? Exploring brand association and personification of a textile-based tourism destination.Usep Suhud 0Ernita Maulida 1Tarma2Faculty of Economics Universitas Negeri Jakarta Faculty of Engineering Universitas Negeri Jakarta Faculty of Engineering Universitas Negeri Jakarta Located in Central Java Province, Indonesia, Lasem town actually has all the requisite conditions needed for a tourism destination, including attractions, accessibility, activities, amenities and accommodations. However, the town’s sub-districts that have major attractions as traditional textile-based destinations are not visited by many tourists. This study aims to measure the association and personification of the name 'Lasem'. Data were collected through an online survey involving 289 participants who lived within a readius of 505 kilometres from Lasem. The authors applied a projective technique to question the participants. As a result, Lasem was associated with the name of an institution, place, community, tourism, and name of the city. Furthermore, Lasem was personified as a young man between 21-25 years old, unmarried, and already working. This ‘man’ had human characters, such as being good, quiet, calm, friendly, and patient. Such research is very useful for companies or authorities who will do marketing for the city as a tourism destination. This information can be used as the basis for the development of the marketing concept and the selection of promotional tools so that the objectives of the marketing campaign could be achieved effectively and efficiently.https://www.ajhtl.com/uploads/7/1/6/3/7163688/article_1_vol_8_4__2019_indonesia.pdfLasembrand associationbrand personificationprojective techniquetourism destinationIndonesia |
| spellingShingle | Usep Suhud Ernita Maulida Tarma Is it male or female? Exploring brand association and personification of a textile-based tourism destination. African Journal of Hospitality, Tourism and Leisure Lasem brand association brand personification projective technique tourism destination Indonesia |
| title | Is it male or female? Exploring brand association and personification of a textile-based tourism destination. |
| title_full | Is it male or female? Exploring brand association and personification of a textile-based tourism destination. |
| title_fullStr | Is it male or female? Exploring brand association and personification of a textile-based tourism destination. |
| title_full_unstemmed | Is it male or female? Exploring brand association and personification of a textile-based tourism destination. |
| title_short | Is it male or female? Exploring brand association and personification of a textile-based tourism destination. |
| title_sort | is it male or female exploring brand association and personification of a textile based tourism destination |
| topic | Lasem brand association brand personification projective technique tourism destination Indonesia |
| url | https://www.ajhtl.com/uploads/7/1/6/3/7163688/article_1_vol_8_4__2019_indonesia.pdf |
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