Authors: Miska Irani Tarigan, Arlina Nurbaity Lubis, Endang Sulistya Rini, Beby Karina F. Sembiring
Year: 2019, Volume 28 No.3 Special Issue
Pages: 30-34
ABSTRACT
Marketing is about offering a superior value proposition. Phenomena indicate that the product or service as a value proposition that is not enough to act as a value or tool of differentiation and value has moved to the creation of customer experience. Adapting the brand theory of experience from the realm of marketing and the experience theory of the tourism, this study discuss the destination brand experience and the semiotic brand resonance. Semiotic is a study of symbols and signs in the context of a destination that may create a brand resonance for the tourists. Brand resonance refers to the nature of the relationship customers have with the brand and the extent to which they feel they’re ‘in sync’ with the brand. Both of theories becomes one knowing that consequent of destination brand experience. Destination brand experience as a sensation, feeling, cognition and behavioral response caused by brand-related stimuli that are brand design, packaging, communication and the environment. Indicator of destination brand experience affective, behavioral, intellectual. Indicators of Semiotic used are denotation-connotation, ideologies, and myths, than Brand resonance can usefully be characterized in terms of two dimension-intensity and activity. This study is conduct with literature study, which shows that the study of brand experience of a tourist destination and related with semiotic brand resonance.
Keywords : Tourism Marketing, Destination, Brand, Semiotic, Brand Resonance, Consumer Behavior
DOI : https://doi.org/10.5281/zenodo.3269942
