City Branding of Nusa Tenggara Timur through the Video Narration Exotism of Sabu Island

Benedicta Yovi Claudia, Rustono Farady Marta, Ignatius Cahyanto

Abstract


East Nusa Tenggara (NTT), as one of the provinces with great tourism potential, applies city branding as a new tourism territory. This study aims to analyze (1) the meaning of the tourism promotion video Exotism of Sabu Island NTT in more depth and detail and (2) how the information messages conveyed in the tourism promotion video helped to advance the city branding of East Nusa Tenggara. This research employed a qualitative description method using Fisher's narrative paradigm, which consists of an analysis of the coherence and fidelity aspects of the narrative. The results showed that the video narrative Exotism of Sabu Island NTT has been successful in promoting East Nusa Tenggara as a new tourism territory through effective city branding. This video highlights Sabu Island, with its rich historical exoticism, landscape, and diversity of local cultural wisdom, as part of the East Nusa Tenggara province's tourism program. The main message conveyed in this video is the excellence of Sabu Island tourism, namely the exoticism of history, landscape, and diversity of local cultural wisdom. This video incorporates aspects of coherence and fidelity of the narrative that are appropriate and effective at city branding. The substance of this research provides new proposals regarding regional tourism city branding policies uploaded through promotional videos by applying the aspects of coherence and accuracy.


Keywords


City Branding; Narrative Analysis; New Tourism Territory

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DOI: https://doi.org/10.31315/jik.v18i2.3518

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