Exploring Cultural-Based Ecotourism Destination Branding in the village of Ranu Pani

Abstract

Cultural tourism has a very important role in displaying the unique heritage of an area that becomes a tourist destination. Apart from having tourism potential in terms of the beauty of its geomorphological landscape, Ranu Pani Village also has a wealth of authentic customs and culture that has been passed down from generation to generation, so it has the potential to become a tourist attraction. Pokdarwis, as one of the destination management organizations in Ranu Pani Village, has a very strategic role in developing the potential of Ranu Pani Village. This study aims to describe the destination branding efforts made by Pokdarwis to develop culture-based ecotourism in Ranu Pani Village. This research uses a descriptive method with a qualitative approach. Researchers made direct observations of the field to collect data by conducting interviews, observations, and documentation. The results of the study show that the destination branding efforts carried out by Pokdarwis Edelwais Ranu Pani are running effectively with the collaboration between local communities, the government, outsiders, and NGOs (Non-Government Organizations) who have contributed to developing culture-based ecotourism in Ranu Pani Village.