MEREK DESTINASI WISATA DALAM SITUS DINAS PARIWISATA NTT: ANALISIS SEMIOTIKA PEMASARAN LAURA OSWALD

Abstract

The government of Indonesia, lead by Jokowi and Jusuf Kalla, has targeted to attract 20 million foreign tourists by 2019. East Nusa Tenggara (NTT) is one of many tourist destinations in Indonesia that possess beautiful nature scenery. The NTT Tourism Office informs its magnificent destinations through website. This research seeks to understand the brand destination of NTT that is communicated through the official website managed by The Tourism Office. The methodology in this research uses Laura Oswald’s marketing semiotics. This study has shown that the brand destination of NTT are nature tourism and religious tourism. Further, tourist destinations in NTT are packaged as a place that is good for both physical and spiritual, as well as targeting tourists who live daily in urban areas. In addition, another major finding is the main target of NTT tourism is local tourist. This contrasts with the government’s effort to attract foreign tourists. Keywords : Pariwisata NTT, Marketing Semiotics, Brand Destination, dan Semiotika