The Importance of Murals for Strengthening Destination Branding of Kampong Opak Gambir

Abstract

The purpose of the study is to explain the important impact of using mural art as a destination branding to promote Kampong Opak Gambir in Plosokerep Village, Blitar City. This study uses a qualitative research method with a phenomenological approach. This study aims to reveal the structure of the subject's awareness in relation to the phenomenon of destination branding using murals. Data collection techniques used surveys with questionnaires and used interviews with village officials, community leaders, local creative economy actors, women's groups, and youth organizations. The researchers realized the expectations of the subjects, based on the results of field observations, responses from questionnaires, and interviews (15 informants) by changing the appearance of the village through mural art in several locations chosen by villagers. This study found that the collective identity of the residents of Plosokerep Village agreed to give the name Kampong Opak Gambir as a destination branding. Meanwhile, mural artworks strengthen destination branding, because they beautify tourist spots to increase the attractiveness of tourist objects and the number of tourist visits. Determination and strengthening of destination branding through a construction process among local government actors, local economic actors, and local tourism actors through collective activities involving elements of cognition, affection, and social relations within the village community and externally with the city government and investors.