BRANDING ANALYSIS OF OMAH KALANG IN KOTAGEDE'S PRENGGAN TOURISM VILLAGE THROUGH STORYNOMICS

Abstract

Abstract. This study aims to explore the historical potential and uniqueness of Prenggan Tourism Village, especially in the historical stories of Kalang heritage which has become the image of tourist village. The focus of this research is to analyze Omah Kalang branding through the Storynomics Tourism approach. The research method used is descriptive qualitative, utilizing interviews, observation and document study to explore Omah Kalang's branding strategy. So, the reseachers can identify that local stories, family history and guest experiences are the key elements in Omah Kalang's branding. Storynomics proves its vital role in creating added value for tourismn destination brands, building emotional connections with visitors. The results of the study show that storytelling in Omah Kalang branding has a positive impact on brand image, increases the attractiveness of the destination, and motivates tourists to choose to visit Omah Kalang. The integration of local and traditional stories proves the success of Omah Kalang in adding cultural richness and increasing competitiveness in the tourism market. It is hoped that the destination will continue to increase its attractiveness and brand image. As well as getting a conclusion in the form of, Omah Kalang is a reflection of life and a legacy that continues to live on through every story etched on its walls. Thus, a smart branding strategy, especially with the application of Storynomics, proves that Omah Kalang is able to create an unforgettable experience for every visitor. This research also provides recommendations for tourist village managers and business owners to further strengthen the storytelling aspect in their branding strategy. It is hoped that the destination will increase its attractiveness and sustainable brand image. Keywords: branding, branding strategy, storynomics, tourism village