The Formation of Branding for Tourism Vocational Higher Institution: Indonesian Stakeholder Perspective

Eppang, Buntu Marannu and Salim, Muhammad Arfin Muhammad and Ab, Ahmad and Badollahi, Muh. Zainuddin and Masatip, Anwari (2020) The Formation of Branding for Tourism Vocational Higher Institution: Indonesian Stakeholder Perspective. International Journal of Management (IJM), 11 (11). pp. 2369-2381. ISSN 0976-6510

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Abstract

The literature on educational institution branding is still in development, so there are not many meaningful studies on higher education branding. The existing research is more of a quantitative nature that links branding with other variables and in particular, branding research is mostly done in the context of business organizations. This study aims to explore the formation of branding in vocational higher education institutions in the tourism sector in Indonesia. Data was collected using Focus Group Discussions and interviews from tourism stakeholders. This study uses a thematic analysis, namely open coding and axial coding. The results showed that there are main attributes in the formation of branding, namely identity, alumni, aspects of management, quality of human resources and products and competitiveness. With the formation of these branding attributes, this research contributes to measuring the branding of tourism vocational education.

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