Value Proposition of Instagrammable Digital Tourism in Forming Brand Identity

Abstract

Brand identity will determine the purpose and meaning of a business that encourages people to identify and take that brand as their choices. The brand identity formed needs to pay attention to the value propositions presented such as Functional Benefits, Emotional Benefits, and Self-Expressive Benefits. Orchid Forest Cikole, Lembang is a tourism business that builds its brand identity as a digital tourist destination. The purpose of this study is to determine the value proposition built by Orchid Forest in shaping its brand identity. This research uses a qualitative method with a case study approach. The subject of this research is Orchid Forest management and the object of this research is the value proposition in shaping the brand identity of Orchid Forest digital tourism. This study found that the establishment of Orchid Forest brand identity as an instagrammable digital tourist destination was carried out by organizing pine forests into attractive photo spots and presenting rides with attractive lighting concepts in order to look instagrammable. Thus, what is offered to the public is in accordance with reality and meets their needs for photo tours in Orchid Forest.

Between Instagrammable Attraction and Selfie Tourist: Characteristic and Behavior

“…This attraction also needs to have the ability to give an impression when shared through social media and create hype [23,24]. Therefore, instagrammable attractions are usually designed in such a way according to the latest trends and provide several contemporary nuanced spots that are suitable for tourists to take selfie photos [18].…”

“…This means that the concept designed by the manager to attract selfie tourists, including the younger generation, is quite successful. Based on observations, tourists seem quite easy to find photo spots that are considered to increase popularity, are interesting, unique, and are considered to represent the personality of visitors [18].…”

“…Therefore, it is not surprising that currently cafes or restaurants emphasize the design of the place or product packaging rather than the quality or taste of their food or beverage. In the context of tourist destinations, this phenomenon is demonstrated by the massive provision of instagrammable selfie spots, although sometimes ignoring the beauty of nature, culture, or even animal rights [16][17][18].…”

Strategi penjenamaan semula Lata Tembakah sebagai destinasi pelancongan

“…Seperti Jabatan Peloncongan Negeri Terengganu juga telah menceritakan keunikan yang terdapat di Lata Tembakah dan dapat mendedahkan kepada orang ramai mengenai salah satu HL yang terdapat di Negeri Terengganu. Walau bagaimanapun, orang ramai mengambil gambar dan berkongsi di media sosial juga akan menggalakkan industri pelancongan untuk menarik kewujudan tempat rekreasi (Putra, 2019).…”

The Centrality of Brand Awareness

“…According to Malgarejo & Malek's report (2018), only 5% of such product innovation managed to appeal to customers, and this low success rate is determined by how a brand demonstrates appeal and shows innovativeness to their customers. Existing literature shows that a brand is a unique identifier that serves as a product's performance barometer (Puspitasari & Dwijayanti, 2019) that helps distinguish and protect businesses from their competitors introducing product innovation (Putra & Razi, 2020). Further, He et al (2017) suggest that brand appeal facilitates brand communication efforts that improve customer experience.…”