PERANCANGAN REBRANDING DESTINASI WISATA BUDAYA DAN ALAM SAMOSIR
INDRA GUNAWAN SITORUS 09.13.0102
PROGRAM STUDI DESAIN KOMUNIKASI VISUAL FAKULTAS ARSITEKTUR DAN DESAIN UNIVERSITAS KATOLIK SOEGIJAPRANATA SEMARANG 2015
i
HALAMAN PENGESAHAN Judul: PERANCANGAN REBRANDING DESTINASI WISATA BUDAYA DAN ALAM SAMOSIR
Nama : Indra Gunawan Sitorus NIM : 09.13.0102 Program Studi : Desain Komunikasi Visual Fakultas : Arsitektur dan Desain Universitas : Universitas Katholik Soegijapranata
Semarang, 16 Maret 2015
Mengesahkan,
Dekan Fakultas Arsitektur dan Desain
Kaprogdi Desain Komunikasi Visual
Koordinator Proyek Akhir DKV
Ir. IM. Tri Hesti Mulyani, MT.
Ir. Robert Rianto Widjaja, MT, IAI.
Ir. Robert Rianto Widjaja, MT, IAI.
NIDN.0627066701
NIDN.0627066701
NIDN.0611086201
ii
HALAMAN PENGESAHAN Judul Proyek Akhir: PERANCANGAN REBRANDING DESTINASI WISATA BUDAYA DAN ALAM SAMOSIR
Nama : Indra Gunawan Sitorus NIM : 09.13.0102 Program Studi : Desain Komunikasi Visual Fakultas : Arsitektur dan Desain Universitas : Universitas Katolik Soegijapranata
Semarang, 16 Maret 2015 Menyetujui,
Pembimbing
Adi Nugroho.Sds. NIDN.0601128201
Penguji I
Penguji II
Ir. Robert Rianto Widjaja, MT, IAI.
Ir. Ign. Dono Sayoso, MSR.
NIDN.0627066701
NIDN.0608075601
iii
PERNYATAAN ORISINALITAS Nama : Indra Gunawan Sitorus NIM : 09.13.0102 Program Studi : Desain Komunikasi Visual Fakultas : Arsitektur dan Desain Universitas : Universitas Katholik Soegijapranata
Judul: PERANCANGAN REBRANDING DESTINASI WISATA BUDAYA DAN ALAM SAMOSIR
Menyatakan bahwa proyek akhir ini adalah hasil karya saya sendiri serta telah mengikuti peraturan akademik dalam melakukan kutipan. Apabila dikemudian hari ditemukan bukti plagiasi, manipulasi, dan/atau pemalsuan data maupun bentuk-bentuk kecurangan yang lain, Saya bersedia menerima sanksi dari Program Studi Desain Komunikasi Visual, Universitas Katholik Soegijapranata Semarang. Demi kepentingan Akademis, maka saya bersedia untuk menyetujui bentuk publikasi dari karya ilmiah ini.
Semarang, 16 Maret 2015
Indra Gunawan Sitorus
iv
KATA PENGANTAR
Puji sukur terhadap Tuhan yang Maha Esa atas berkat, rahmat dan karuniaNya,
menyemangati, memberi dukungan selamaini, kepada dosen pembimbing Pak Adi
penulis dapat menyelesaikan penyusunan proyek akhir Desain Komunikasi Visual
Nugroho beserta seluruh tim dosen yang selalu memberikan masukan,saran
ini.
selama proses perancangan proyek akhir. Terima kasih juga kepada dinas pariwisata dan kebudayaan Samosir berserta forum-forum pengembangan
Proyek ahkir yang disusun sebagai syarat untuk mendapat gelar sarjana pada
pariwisata, ibu Tetti Naibaho, pak Firman Siregar, ketua FPP pak Luker
program studi Desain Komunikasi Visual Fakultas Arsitektur dan Desain Unika
Sidabutar, Sekertaris PHRI pak Kiki Andrea, pengelola tempat wisata Huta
Soegijapranata Semarang. Dengan judul Perancangan Rebranding Destinasi
Sialagan pak Chirstian, pengelola Sopo guru Tatea bulan Litro R limbong dan
Wisata budaya dan alam Samosir . Mengembangkan dan mengakat potensi-
Anggiat Sinaga yang membantu selama survey di Samosir. Kepada Uti Setia
potensi wisata budaya dengan menonjolkan nilai-nilai lokalitas yang ada di
Putri, Joel Rio yang selalu membantu dan memberikan masukan selama proses
Samosir. Agar destinasi wisata budaya ini dapat lebih dikenal di masyarakat luas
perancangan dan kepada teman-teman PA05.
dan menjadi salah salah satu destinasi wisata yang patut untuk dikunjungi. Dalam kesempatan ini penulis ingin mengucapkan terima kasih kepada
Akhir kata penulis berharap semoga karya ini bermanfaat bagi semua pihak
berbagai pihak yang membantu, mendukung, dan menginspirasi selama proses penyusunan proyek akhir ini. Terimakasih kepada Ayah dan Ibu yang selalu
v
ABSTRAK
Seperti yang kita ketahui, Indonesia memiliki keindahan alam yang luar biasa dan
berkurangnya pendapatan daerah dari sektor pariwisata. Mengingat bahwa dulu
beraneka ragam kebudayaannya. Banyak pula wisata alam dan budaya yang ada,
begitu banyak masyarakat dari seluruh penjuru Indonesia berbondong-bondong
hanya saja kurang di expose. Sehingga wisata yang diketahui masyarakat tidak
mengunjungi Danau Toba. Seiring berjalannya waktu, masyarakat mungkin mulai
begitu banyak. Hal tersebut menyebabkan sebagian besar masyarakat Indonesia
bosan karna hanya mengunjungi objek yang terbatas.
lebih memilih untuk menghabiskan waktu liburannya keluar negeri. Padahal
Oleh karena itu perlu mengangkat kembali Samosir agar lebih dikenal di
Indonesia tidak hanya memiliki Bali, Yogyakarta, Jakarta dan kota-kota besar
masyarakat luas khusunya di Indonesia. Perancangan rebranding destinasi budaya
lainnya.
dan alam dengan konsep mengangkat lokalitas Samosir, Samosir do mulana.
Samosir yang terletak di tengah Danau Toba, Sumatera utara memiliki
Dengan menciptakan insight kepada Wisatawan dengan kata
Mulana yang
potensi. Salah satu potensi yang ada di Samosir ialah situs-situs peninggalan suku
diadopsi dari bahasa Batak yang memilki arti asal mula. Diperkuat dengan
Batak yang masih ada dan memiliki cerita-cerita yang unik dan alam yang indah.
penerapan Ekowisata dan konsep kreatif strategi Desain Komunikasi Visual.
Akan tetapi Samosir memilki masalah dalam tingkat kunjungan wisatawan.
Agar pesan tersebut dapat diterima oleh masyarakat luas.
Berkurangnya pengunjung wisata Samosir tentu menjadi polemik bagi
Kata kunci : Rebranding, wisata budaya, batak, Samosir, Sumatera utara
pemerintah Samosir dan masyarakat setempat. Karna hal tersebut mengakibatkan
vi
ABSTRACT
As we know that, Indonesia have outstanding natural beauty and many of
Therefore very important to lift up Samosir again. To be more know in
culture. And also many of tourist attraction and culture. But less exposed so many
wide society especially Indonesia. Rebranding destination culture design and
society don’t know tourist attraction. This causes make a lot Indonesia society
nature with lift up concept locality of Samosir, Samosir Do Mulana. With creating
choose to spend time vacation abroad. Whereas Indonesia is not only having Bali,
insight to tourist with Mulana words adapted from batak language. Strengthened
Jogja, Jakarta and other big city.
by the application of ecotourism and creative concept strategi of Visual Communication Design. So that the message can be accepted by wide society.
Samosir located in central of Lake Toba. North Sumatra have so many potential. One of the potensial in Samosir is Sites of Heritage Batak Tribe, which still exist and have unique history, and beautiful nature. But Samosir have a problem in a tourist traffic. Reduction in tourist visitor make polemic for Samosir
Keyword: Rebranding, Cultural tourism, Batak, Samosir, North Sumatra
government and Samosir society. This has resulted reducing regional income from tourist sector. Remember that was societies from all of place droves to visiting Lake Toba. Along of tima perhaps society getting bored because just visiting the limited object.
vii
DAFTAR ISI
JUDUL ............................................................................................................................. i
1.8.2 BAB II Tinjauan Umum............................................................................. 5
PERNYATAAN ORISINALITAS ................................................................................ ii
1.8.3 BAB III Strategi Komunikasi ..................................................................... 5
PENGESAHAN .............................................................................................................. iii
1.8.4 BAB IV Strategi Kreatif ............................................................................. 5
KATA PENGANTAR .................................................................................................... v
1.8.5 BAB V Kesimpulan dan Saran................................................................... 5
ABSTRAK ....................................................................................................................... vi DAFTAR ISI ................................................................................................................... viii
BAB II TINJAUAN UMUM ................................................................................. 6
DAFTAR TABEL ........................................................................................................... xii
2.1 Kerangka Berfikir .............................................................................................. 6
DAFTAR GAMBAR ...................................................................................................... xiii
2.2 Landasan Teori .................................................................................................. 6 2.2.1 Pengertian Pariwisata ................................................................................... 6
BAB I PENDAHULUAN ............................................................................................... 1
2.2.2 Pariwisata Berkelanjutan ............................................................................. 6
1.1 Latar Belakang Masalah .................................................................................... 1
2.2.3 Ekowisata ..................................................................................................... 7
1.2 Identifikasi Masalah .......................................................................................... 3
2.2.3.1 Pengertian Ekowisata........................................................................... 7
1.3 Pembatasan Masalah.......................................................................................... 3
2.2.4 Teori Branding ............................................................................................. 9
1.4 Perumusan Masalah ........................................................................................... 3
2.2.5 Destination Branding ................................................................................... 10
1.5 Tujuan Penelitian ............................................................................................... 3
2.2.6 Teori Komunikasi ........................................................................................ 11
1.6 Manfaat Perancangan ........................................................................................ 3
2.2.7 Teori Warna ................................................................................................. 12
1.6.1 Bagi Mahasiswa ........................................................................................... 3
2.2.8 Metode Analisis AISAS ............................................................................... 14
1.6.2 Bagi Masyarakat .......................................................................................... 3
2.2.9 Brand Awarness ........................................................................................... 15
1.6.3 Bagi Institusi Pendidikan ............................................................................. 4
2.3 Kajian Pustaka ................................................................................................... 16
1.7 Metode Penelitian .............................................................................................. 4
2.3.1 Pengertian Pariwisata ................................................................................... 16
1.7.1 Metode Pengumpulan Data Primer .............................................................. 4
2.3.2 Ekowisata ..................................................................................................... 16
I.7.2 Metode Pengumpulan Data Sekunder ......................................................... 4
2.4 Studi Komparasi ................................................................................................ 18
1.8 Sistematika Penulisan ........................................................................................ 4
2.4.1 Bali ............................................................................................................... 18
1.8.1 BAB I Pendahuluan………………………………………………………5
2.4.2 City Branding ............................................................................................... 18 viii
3.7.16 Konsep .......................................................................................................... 32
2.4.3 Jogja ............................................................................................................ 19
3.7.17 Pendekatan Perancangan .............................................................................. 32 BAB III STRATEGI KOMUNIKASI .......................................................................... 21
3.7.17.1 Placemarking ....................................................................................... 32
3.1 Analisis Geografis ............................................................................................. 21
3.7.17.2 Pendekatan Navigasi dan Orientasi ..................................................... 32
3.2 Potensi Wisata ................................................................................................... 22
3.7.17.3 Pendekatan Waktu ............................................................................... 32
3.2.1 Wisata Sejarah............................................................................................ 22
3.7.17.4 Pendekatan Elemen Visual .................................................................. 33
3.2.2 Wisata Alam ............................................................................................... 23
3.7.17.5 Pendekatan Promosi............................................................................. 33
3.3 Kondisi Sosial Ekonomi Masyarakat Kabupaten Samosir ................................ 25
3.7.17.6 Media Promosi ..................................................................................... 33
3.4 Kunjungan Wisatawan ke Pulau Samosir.......................................................... 25 3.5 Rencana Dinas Pariwisata dan Kebudayaan Samosir........................................ 27
BAB IV STRATEGI KREATIF .................................................................................... 34
3.6 Analisis SWOT Samosir.................................................................................... 27
4.1 Konsep Visual ....................................................................................................... 34
3.7 Hasil Riset ......................................................................................................... 28
4.1.1 Warna .............................................................................................................. 34
3.7.1 Ketua Forum Pengembangan Pariwisata (FPP) ......................................... 28
4.1.2 Tipografi ......................................................................................................... 34
3.7.2 Sekretaris Perhimpunan Hotel dan Restoran (PHRI) ................................. 28
4.1.3 Bentuk ............................................................................................................. 35
3.7.3 Pengelola Objek Wisata Huta Siallagan .................................................... 29
4.1.4 Logo Pendukung Perlokasi ............................................................................. 35
3.7.4 Sekretaris Dinas Pariwisata dan Kebudayaan Samosir .............................. 29
4.2 Konsep Verbal........................................................................................................ 36
3.7.5 Pengelola dan Tour Guide Objek Wisata Tatea Bulan .............................. 29
4.2.1 Konsep Branding Destinasi Wisata Budaya Samosir ..................................... 36
3.7.6 Masyarakat di Sekitar Samosir .................................................................. 30
4.2.2 Strategi Destinasi Wisata Samosir .................................................................. 36
3.7.7 Solusi Perancangan Rebranding Destinasi Wisata Budaya Samosir ......... 30
4.2.2.1 Tahapan Attention dan Interest .............................................................. 37
3.7.8 Sasaran Khalayak (Target Audience) ........................................................ 31
4.2.2.2 Tahapan Search ..................................................................................... 37
3.7.9 Demografis ................................................................................................. 31
4.2.2.3 Tahapan Action ...................................................................................... 37
3.7.10 Segmentasi ............................................................................................... 31
4.2.2.4 Tahapan Share ....................................................................................... 37
3.7.11 Psikografis ................................................................................................ 31
4.3 Visualisasi Desain .................................................................................................. 37
3.7.12 Behavior ................................................................................................... 31
4.3.1 Stationary ........................................................................................................ 37
3.7.13 Strategi Komunikasi ................................................................................. 32
4.3.2 Merchandise ................................................................................................... 39
3.7.14 Positioning ............................................................................................... 32
4.3.3 Transportasi .................................................................................................... 41
3.7.15 USP .......................................................................................................... 32
4.3.3.1 Kapal .................................................................................................... 41 ix
4.3.3.2 Bis ........................................................................................................ 42 4.3.4 Booklet............................................................................................................ 42 4.3.5 Sign System .................................................................................................... 43 4.3.6 Peta Wisata ..................................................................................................... 44 4.3.7 Website ........................................................................................................... 44 4.3.8 Twitter ............................................................................................................ 45 4.3.9 Instagram ....................................................................................................... 45 4.3.10 Neon Box ...................................................................................................... 46 4.3.11 Poster Event ................................................................................................. 47 4.3.12 Video Teaser ................................................................................................ 47
BAB V KESIMPULAN DAN SARAN ................................................................... 48 5.1 Kesimpulan ....................................................................................................... 48 5.2 Saran .................................................................................................................. 48
DAFTAR PUSTAKA ..................................................................................................... 49 LAMPIRAN .................................................................................................................... 50
x
DAFTAR TABEL
Bagan 2.1 Bagan Pasar Pariwisata .................................................................................... 9 Tabel 3.1 Data Jumlah Kunjungan Wisatawan Tahun 2014 ....................................... …26 Tabel 3.2 Jumlah Kunjungan Wisatawan Nusantara ....................................................... 26 Tabel 3.3 Jumlah Kunjungan Mancanegara Tahun 2014 ................................................. 26
xi
DAFTAR GAMBAR
Gambar 2.1 Kerangka Berfikir ....................................................................................... 6
Gambar 4.11 Sticker ........................................................................................................ 40
Gambar 2.2 Logo Bali .................................................................................................... 18
Gambar 4.12 Kapal KMP Toba ....................................................................................... 41
Gambar 2.3 City Branding .............................................................................................. 19
Gambar 4.13 Kapal Penumpang ...................................................................................... 41
Gambar 2.4 Icon Kota Wisata Jogja ............................................................................... 20
Gambar 4.14 Bis Pariwisata ............................................................................................. 42
Gambar 3.1 Letak Kabupaten Samosir ........................................................................... 21
Gambar 4.15 Booklet ....................................................................................................... 42
Gambar 3.2 Tujuh Kabupaten di Pulau Samosir ............................................................ 22
Gambar 4.16 Buku Saku Panduan Objek Wisata ........................................................... 43
Gambar 3.3 Hutabolon Simanindo ................................................................................. 23
Gambar 4.17 Sign System ................................................................................................ 43
Gambar 3.4 Atrasi Budaya di Samosir ........................................................................... 24
Gambar 4.18 Peta Lokasi Wisata ..................................................................................... 44
Gambar 3.5 Huta Sialagan. .............................................................................................. 24
Gambar 4.19 Website ...................................................................................................... 44
Gambar 3.6 Tatea Bulan .................................................................................................. 24
Gambar 4.20 Twitter ........................................................................................................ 45
Gambar 3.7 Kampung Sianjur Mula-mula ...................................................................... 24
Gambar 4.21 Tampilan Instagram ................................................................................... 45
Gambar 3.8 View Pulau Samosir .................................................................................... 25
Gambar 4.22 Neon Box Event ......................................................................................... 46
Gambar 3.9 Wisatawan mancanegara yang berkunjung ke Samosir............................... 26
Gambar 4.23 Neon Box di Bandara ................................................................................. 46
Gambar 4.1 Palet Warna Utama dan Pendukung ............................................................ 34
Gambar 4.24 Poster Event .............................................................................................. 47
Gambar 4.2 Logo Samosir ............................................................................................... 35
Gambar 4.25 Video Teaser .............................................................................................. 47
Gambar 4.3 Logo Objek Wisata Samosir ........................................................................ 35 Gambar 4.4 Logo Objek Wisata Samosir ........................................................................ 36 Gambar 4.5 Tempat Menyimpan Dokumen Kertas ......................................................... 37 Gambar 4.6 Note Book, Kop Surat, Kartu Nama ............................................................ 38 Gambar 4.7 Tiket Masuk ke Objek Wisata ..................................................................... 38 Gambar 4.8 Amplop ........................................................................................................ 39 Gambar 4.9 Kaos ............................................................................................................. 39 Gambar 4.10 Totebag, Mug dan Jam ............................................................................... 11
xii
