Branding Strategy For Mandalika As Sport Tourism Destination: Case Study ITDC In Held WSBK 2021

Abstract

Mandalika Special Economic Zone offers a sport tourism destination concept through held sporting event. In 2021, Mandalika Special Economic Zone became the home for an international event final Pirelli round namely World Superbike (WSBK). Therefore, this research was conducted to know how is the branding strategy for Mandalika as sport tourism destination which managed by ITDC in held WSBK 2021. The method used in this research is a qualitative method. This research was conducted through interview with representatives from Indonesia Tourism Development Center (ITDC), the institution in charge of Mandalika Special Economic Zone, as well as additional documents from PT. Dyandra Promosindo. After that, the data analysis was carried out on the collected data. According to the analysis of this study results, in managing the branding strategy for Mandalika Special Economic Zone as sport tourism destination through WSBK 2021 have carried out a brand destination strategy through segmentation, targeting, and positioning. The elements including attractions, accessibility, and amenities are also completed. Marketing communication strategy were implemented through several promotional activities mainly such as advertising through billboards, T-banners, and videotrons which are placed at several points in Lombok and big cities in Indonesia, created press releases on website, conducted press conference for the media coverages and social media branding on Instagram. Sporting events constitute a strategy for the development of Mandalika, which positioned as a destination for sport tourism.