Visual Storytelling and Narrative Marketing in a UNESCO Global Geopark: A Strategic Branding Intervention For Hanjeli Tourism Village
DOI:
https://doi.org/10.51601/ijcs.v6i1.957Abstract
The global tourism landscape is witnessing a significant paradigm shift toward authentic, meaningful, and sustainable experiences. In response, Community-Based Tourism (CBT) has emerged as a vital strategic framework. Hanjeli Tourism Village, situated within the Ciletuh-Palabuhanratu UNESCO Global Geopark, offers a distinctive Unique Value Proposition (UVP) through the cultivation of Coix lacryma-jobi L. (Hanjeli)—a nutrient-dense functional food deeply embedded in local cultural heritage. Despite this potential, the destination faces critical branding and digital promotion deficits, resulting in a strategic misalignment between its intrinsic brand identity and its perceived image among prospective travelers. This study examines a strategic marketing intervention leveraging narrative marketing and visual storytelling via promotional videos. By transforming Hanjeli’s core tangible and intangible assets into a cohesive brand narrative, this approach aims to enhance brand awareness and stimulate visit intentions. Beyond marketing objectives, the intervention is designed to catalyze positive socio-economic and socio-cultural outcomes for the local community, fostering long-term resilience and sustainability.
Downloads
References
[1] Almeyda-Ibáñez, M., & George, B. P. (2017). The evolution of destination branding: A review of branding literature in tourism. Journal of Tourism, Heritage & Services Marketing, 3(1), 9-17.
[2] Astuti, Y., & Santoso, U. (2021). Potensi Biji Hanjeli (Coix lacryma-jobi L.) sebagai Pangan Fungsional untuk Menurunkan Risiko Diabetes Melitus Tipe 2. Jurnal Pangan dan Agroindustri, 9(1), 38-47.
[3] Buhalis, D., & Sinarta, Y. (2019). Real-time co-creation and nowness: Service customization and augmentation. Tourism Management.
[4] Buhalis, D., & Sinarta, Y. (2019). Real-time co-creation and nowness: Service customization and augmentation. Tourism Management.
[5] Giampiccoli, A., & Saayman, M. (2018). Community-based tourism development model and community participation. African Journal of Hospitality, Tourism and Leisure.
[6] Goodwin, H. (2016). Responsible Tourism: Using Tourism to Make Better Places for People to Live in and Better Places for People to Visit. Goodfellow Publishers.
[7] Kotler, P., Kartajaya, H., & Setiawan, I. (2017). Marketing 4.0: Moving from Traditional to Digital. Wiley.
[8] Ning Wang, Rethinking authenticity in tourism experience, Annals of Tourism Research, Volume 26, Issue 2, 1999, Pages 349-370, ISSN 0160-7383, https://doi.org/10.1016/S0160-7383(98)00103-0.
[9] Pulizzi, J. (2014). Epic Content Marketing. McGraw-Hill Education.
[10] Tussyadiah, I. P., & Fesenmaier, D. R. (2009). Mediating tourist experiences: Access to places via shared videos. Annals of Tourism Research, 36(1), 24-40.
[11] UNESCO. (2021). UNESCO Global Geoparks: Celebrating Earth heritage, sustaining local communities.
[12] Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2018). Services Marketing: Integrating Customer Focus Across the Firm (7th ed.). McGraw-Hill Education.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Ganjar Mohamad Disastra, Donni Junipriansa, Rangga Ardiansyah
This work is licensed under a Creative Commons Attribution 4.0 International License.
