Desain Elemen Branding dan Implementasi Digital Marketing untuk Penguatan Citra Destinasi Benteng Kedung Cowek Surabaya
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Abstract
Benteng Kedung Cowek (BKC) dengan keindahan destinasi benteng kuno dan cerita sejarah kepahlawanan yang terkandung dibaliknya, sangat berpotensi untuk menjadi tujuan wisata sejarah yang terkenal di Kota Surabaya. Tetapi, kawasan tersebut belum sepenuhnya dikembangkan untuk keperluan pariwisata, sehingga belum banyak dikenal oleh masyarakat maupun wisatawan. Pengabdian masyarakat ini bertujuan untuk membantu pengelola dan stakeholders BKC dalam merancang aspek branding kawasan dan peningkatan citra destinasi. Melalui desain elemen merek dan implementasi strategi digital marketing yang tepat, diharapkan BKC yang sejak Tahun 2019 telah menyandang predikat bangunan cagar budaya, akan semakin dikenal dan berdampak positif bagi peningkatan kontribusi sektor pariwisata di Jawa Timur, peningkatan aspek perekonomian kota, dan peningkatan kesejahteraan masyarakat yang tinggal disekitar BKC.
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