Destination Branding Pantai Blimbingsari sebagai Sentra Kuliner Ikan Bakar di Kabupaten Banyuwangi

Adetiya Prananda Putra, Ayu Purwaningtyas, Tri Ajeng Rizki Ayu Pertiwi

Abstract


Blimbingsari beach is one of a kind of Banyuwangi’s beach that have a high potential on grilled fish special culinary aspect This beach became the pioneer of Banyuwangi’s very first seafood and grilled fish restaurant with ‘lesehan’ type, and that was the brand was formed ever since. Thus also makes the image of Blimbingsari skyrocket and built perspective of tourists for years and the paradigm brings many people to come and try the dish by themselves. However, Blimbingsari beach has not optimalize the brand identity they have and has no tagline or destination icon to increase the branding yet. The main purpose of this research is to formulate of priority strategies of Blimbingsari destination branding as a grilled fish culinary center which lies in Banyuwangi.This research is using qualitative descriptive with SWOT analysis and AHP for making desicion in a path of top priority strategies. And the result itself, shows that the culinary potential has been being built by brand and long-journey tourist perspective, the taste of the grilled fish itself, best price dishes and comfortable ambiance. The highest strenght factor owned Blimbingsari beach is having a strategic location, the main weakness factor is inadequate food utensils. The major opportunity of factor is the sinergy between to communities to increase regional profit and the main threat factor is the emergence of new competitors. In addition, this research also produced five priority strategies.

Keywords: Blimbingsari beach, destination branding, grilled fish culinary

Abstrak

Pantai Blimbingsari merupakan salah satu pantai di Kabupaten Banyuwangi yang memiliki potensi kuliner yaitu ikan bakar. Citra kuliner ini terbentuk karena Pantai Blimbingsari menjadi pionir warung dengan sajian ikan bakar yang mengusung tema lesehan di Banyuwangi. Hal ini menjadikan citra kuliner Pantai Blimbingsari melejit dan membangun perspektif wisatawan selama bertahun-tahun. Namun, Pantai Blimbingsari belum memaksimalkan brand identity yang dimiliki seperti belum ada ikon dan tagline destinasi untuk meningkatkan branding-nya. Tujuan utama penelitian ini adalah merumuskan strategi prioritas destination branding Pantai Blimbingsari sebagai sentra kuliner ikan bakar di Kabupaten Banyuwangi. Metode penelitian yang digunakan adalah deskriptif kualitatif dengan teknik analisis SWOT serta AHP sebagai metode pengambilan keputusan. Hasil dari penelitian ini menunjukan potensi kuliner ikan bakar meliputi citra dan perspektif wisatawan yang telah terbentuk sejak lama, cita rasa yang lezat, harga yang terjangkau serta suasananya yang nyaman. Faktor kekuatan tertingginya adalah lokasinya yang strategis dan faktor kelemahan utamanya adalah penggunaan alat-alat saji yang kurang layak. Serta faktor peluang tertingginya adalah sinergi antar masyarakat untuk meningkatkan profit daerah dan ancaman utamanya adalah munculnya kompetitor baru. Selain itu, penelitian ini juga menghasilkan 5 strategi prioritas.

Kata kunci: destination branding, kuliner ikan bakar, pantai Blimbingsari




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DOI: https://doi.org/10.32487/jshp.v5i1.968

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