THE ANALYSIS OF “JOGJA ISTIMEWA” AS THE TOURISM BRAND OF YOGYAKARTA AND THE IMPACT OF TOURISM ACTIVITIES IN TERMS OF ENVIRONMENTAL, ECONOMIC, SOCIAL AND CULTURAL ASPECTS

Abstract

Yogyakarta is one of the top tourism destinations in Indonesia. With all its uniqueness from the society, city, to Kraton which still exist as well as Sultan who still rules Yogyakarta, makes Yogyakarta city special. The diversity of tourism objects in Yogykarta which varies from nature tourism, cultural tourism, shopping tourism, culinary tourism to edicational tourism are attracting both domestic and international tourists. This research aims to know the effects of “Special Jogja” brand on the tourism of Yogyakarta by assesing the brand using the brand equity factors based on consumer’s behavior and the effects of tourism activities in environmental, economy, cultural and social aspects. This research uses a qualitative descriptive method, in which six informants from the Tourism Offices, Indonesia’s Association of Tourism, Indonesia’s Association of Hotels and Restaurants and tourists or travel blogger as were interviewed using an in depth interview as the data collection method. This research uses data reduction and data source triangulation as its analysis techniques. The research results have showed that the amound of Yogyakarta’s tourists increases every year and the “special jogja” brand is considered to be more suitable to describe Yogyakarta’s cnditions than the previous brand. The “Special Jogja” brand has also been recognized by the tourists who visit Yogyakarta and it also enhanced the impression and value of tourism product in Yogyakarta. Lastly, tourism activities have several effects such as positive effects in the environmental, economic, social and environmental aspects.