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Is It Male or Female? Exploring Brand Association and Personification of a Tourism Destination
Usep Suhud, Ernita Maulida, Tarma

Universitas Negeri Jakarta


Situated in the Province of Central Java, Indonesia, Lasem has some requirements that a tourism destination deserves. However, as less popular, not many tourists who visit this small town. This research was conducted in two steps. The first stage aims to explore brand association and brand personification from Lasem. The first study involved 289 participants, most of whom had never heard of Lasem, as a city. The second stage aims to explore the motivation to visit Lasem if participants have the opportunity, and constraints to not visit Lasem. The second study involved 120 participants who, before filling out the questionnaires, they were provided with information on Lasem. Data from both studies were collected through two different online surveys. As a result, Lasem was perceived as a man between 21-25 years old, unmarried but employed, like blue and mountainous or rural areas for his holiday destination. In the second study, it was revealed that the majority of the participants were motivated to visit Lasem by external factors. These factors are attraction, accessibilities, and atmospherics.

Keywords: Lasem, brand association, brand personification, projective technique, tourism destination, travel constraint, travel motivation

Topic: Marketing Management


Conference: The 4th Global Conference on Business, Management and Entrepreneurship (GCBME 2019)

Plain Format | Corresponding Author (USEP SUHUD)

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