PREMIUM TOURISM BRANDING THROUGH DIGITAL DIPLOMACY:

A CASE STUDY OF THE LABUAN BAJO FLORES AUTHORITY (BPOLF)

Authors

  • Mariana Agusta Noya Letuna Faculty of Social and Political Sciences, Nusa Cendana University, Kupang, Indonesia
  • Muhammad Aslam Faculty of Social and Political Sciences, Nusa Cendana University, Kupang, Indonesia
  • Henny L. L. Lada Faculty of Social and Political Sciences, Nusa Cendana University, Kupang, Indonesia

Abstract

This study delves into the branding strategy of premium tourism implemented by the Labuan
Bajo Flores Authority (BPOLF) through digital diplomacy. The research aims to elucidate how
BPOLF leverages digital platforms to showcase Labuan Bajo as a top-tier tourism destination
while formulating a paradigm for tourism branding rooted in digital diplomacy. Utilizing a
qualitative case study methodology, data was gathered via extensive interviews, participant
observation, and document scrutiny involving key figures from local government, tourism
entities, and stakeholders in Labuan Bajo. The findings demonstrate that BPOLF adeptly aligns
its branding themes with the national tourism agenda while integrating indigenous cultural
facets to enrich the allure of the destination. The judicious utilization of social media platforms
enables BPOLF to interact with prospective tourists, disseminate captivating content, and
customize messages for distinct audience segments. Nonetheless, challenges such as competition
from alternative destinations and evolving tourist preferences necessitate perpetual innovation in
branding strategies. The influence of digital diplomacy on tourism branding is substantial,
culminating in heightened visibility, augmented engagement, and data-driven insights into
tourism promotion. Recommendations for BPOLF encompass fostering partnerships with local
enterprises and investing in data analytics to fine-tune marketing strategies. Ultimately, this
study underscores the significance of embedding digital diplomacy in tourism branding to allure
and retain visitors in a fiercely competitive milieu. By harnessing digital tools and community
engagement, BPOLF can elevate its branding endeavors and position Labuan Bajo as a
preeminent destination in the global tourism sphere

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Published

2024-12-27