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

Authors

  • Benedicta Yovi Claudia Benedicta Yovi Claudia Udjulawa Master's Degree of Communication Science Department, Postgraduate Studies, Universitas Bunda Mulia, North Jakarta, Jakarta 14430, Indonesia
  • Rustono Farady Marta Rustono Farady Marta Master's Degree of Communication Science Department, Postgraduate Studies, Universitas Bunda Mulia, North Jakarta, Jakarta 14430, Indonesia
  • Ignatius Cahyanto Department of Management, College of Business Administration, University of Louisiana at Lafayette, Lafayette, 70504, LA, United States

DOI:

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

Keywords:

City Branding, Narrative Analysis, New Tourism Territory

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.

Author Biographies

Benedicta Yovi Claudia, Benedicta Yovi Claudia Udjulawa Master's Degree of Communication Science Department, Postgraduate Studies, Universitas Bunda Mulia, North Jakarta, Jakarta 14430, Indonesia

Benedicta Yovi Claudia Udjulawa, S.Ikom., atau yang akrab dipanggil "Yovi" memperoleh gelar sarjana di bidang Ilmu Komunikasi dari Universitas Bunda Mulia Ancol Jakarta Utara, kemudian melanjutkan pendidikan dijenjang Magister Ilmu Komunikasi di Universitas Bunda Mulia Ancol Jakarta Utara. Prestasi di bidang olahraga telah terukir ketika memenangkan Juara III pada ajang Neptunus Sailing Club Youth Regatta pada 2011 (kategori techno girl) dan tahun 2011 juga mendapat predikat perempuan satu-satunya pada Pelindo II Sailing Championship. Pada tahun 2014 mendalat Juara 1 dari Arts and Culture Contest of Free Drugs Event by BNN DKI Jakarta dan juga pada tahun 2020, mendapatkan Juara III tingkat Nasional Menulis Cerita Pendek dan Puisi di media sosial (instagram). Kegiatan sehari-hari yang dijalani oleh Yovi, sebagai seorang beauty consultant serta executive marketing dari salah satu brand Skincare Asia yaitu Aqua Plus Series. Yovi juga memiliki bisnis sendiri sebagai seorang Freelancer Make Up Artist sejak awal tahun 2019.

Rustono Farady Marta, Rustono Farady Marta Master's Degree of Communication Science Department, Postgraduate Studies, Universitas Bunda Mulia, North Jakarta, Jakarta 14430, Indonesia

Dr. Rustono Farady Marta, S.Sos., M.Med.Kom. (蔡益安) atau yang akrab dipanggil "Frad" memperoleh gelar sarjana di bidang Ilmu Komunikasi dari Universitas 17 Agustus 1945 Surabaya, kemudian menyelesaikan gelar Magister Media dan Komunikasi di Universitas Airlangga. Prestasi di bidang penelitian telah terukir ketika memenangkan Terbaik III pada ajang Indonesia Media Research Awards and Summit (IMRAS) pada 2014 (kategori media sosial) dan tahun 2015 (kategori media daring). Pada tahun 2016 menerima Beasiswa Menulis Ilmiah Populer bagi Dosen Peneliti dari Tempo Institute, sedangkan 2017 diberikan untuk Hibah Penelitian Disertasi oleh Kemenristek-DIKTI untuk menyelesaikan studi Doktor Ilmu Komunikasi di Universitas Indonesia. Selanjutnya, Frad juga terpilih sebagai 10 peraih proposal penelitian terbaik oleh Komisi Pemberantasan Korupsi Nasional pada tahun 2018. Spesialisasi Frad adalah kajian identitas dan media komunikasi, kegiatan sehari-hari dijalani sebagai pengajar di Program Studi Magister Ilmu Komunikasi Universitas Bunda Mulia.

Ignatius Cahyanto, Department of Management, College of Business Administration, University of Louisiana at Lafayette, Lafayette, 70504, LA, United States

Ignatius P. Cahyanto, Ph.D., CHIA. merupakan staf pengajar dalam bidang Hospitality and Tourism Management di University of Louisiana at Lafayette, Amerika Serikat. Beliau adalah seorang ahli pariwisata lulusan dari University of Florida USA. Telah banyak mengajar topik pariwisata dan melakukan berbagai penelitian tentang hal ini.

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Published

2020-08-31

Issue

Vol. 18 No. 2 (2020)

Section

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