perancangan rebranding destinasi wisata budaya dan alam samosir...

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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

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HALAMAN PENGESAHAN

Judul:


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.0611086201 NIDN.0627066701 NIDN.0627066701

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HALAMAN PENGESAHAN

Judul Proyek Akhir:



NIM : 09.13.0102



Universitas : Universitas Katolik Soegijapranata


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

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PERNYATAAN ORISINALITAS


NIM : 09.13.0102



Universitas : Universitas Katholik Soegijapranata

Judul:


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.


Indra Gunawan Sitorus

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KATA PENGANTAR

Puji sukur terhadap Tuhan yang Maha Esa atas berkat, rahmat dan karuniaNya,

penulis dapat menyelesaikan penyusunan proyek akhir Desain Komunikasi Visual

ini.

Proyek ahkir yang disusun sebagai syarat untuk mendapat gelar sarjana pada

program studi Desain Komunikasi Visual Fakultas Arsitektur dan Desain Unika

Soegijapranata Semarang. Dengan judul Perancangan Rebranding Destinasi

Wisata budaya dan alam Samosir . Mengembangkan dan mengakat potensi-

potensi wisata budaya dengan menonjolkan nilai-nilai lokalitas yang ada di

Samosir. Agar destinasi wisata budaya ini dapat lebih dikenal di masyarakat luas

dan menjadi salah salah satu destinasi wisata yang patut untuk dikunjungi.

Dalam kesempatan ini penulis ingin mengucapkan terima kasih kepada

berbagai pihak yang membantu, mendukung, dan menginspirasi selama proses

penyusunan proyek akhir ini. Terimakasih kepada Ayah dan Ibu yang selalu

menyemangati, memberi dukungan selamaini, kepada dosen pembimbing Pak Adi

Nugroho beserta seluruh tim dosen yang selalu memberikan masukan,saran

selama proses perancangan proyek akhir. Terima kasih juga kepada dinas

pariwisata dan kebudayaan Samosir berserta forum-forum pengembangan

pariwisata, ibu Tetti Naibaho, pak Firman Siregar, ketua FPP pak Luker

Sidabutar, Sekertaris PHRI pak Kiki Andrea, pengelola tempat wisata Huta

Sialagan pak Chirstian, pengelola Sopo guru Tatea bulan Litro R limbong dan

Anggiat Sinaga yang membantu selama survey di Samosir. Kepada Uti Setia

Putri, Joel Rio yang selalu membantu dan memberikan masukan selama proses

perancangan dan kepada teman-teman PA05.

Akhir kata penulis berharap semoga karya ini bermanfaat bagi semua pihak

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ABSTRAK

Seperti yang kita ketahui, Indonesia memiliki keindahan alam yang luar biasa dan

beraneka ragam kebudayaannya. Banyak pula wisata alam dan budaya yang ada,

hanya saja kurang di expose. Sehingga wisata yang diketahui masyarakat tidak

begitu banyak. Hal tersebut menyebabkan sebagian besar masyarakat Indonesia

lebih memilih untuk menghabiskan waktu liburannya keluar negeri. Padahal

Indonesia tidak hanya memiliki Bali, Yogyakarta, Jakarta dan kota-kota besar

lainnya.

Samosir yang terletak di tengah Danau Toba, Sumatera utara memiliki

potensi. Salah satu potensi yang ada di Samosir ialah situs-situs peninggalan suku

Batak yang masih ada dan memiliki cerita-cerita yang unik dan alam yang indah.

Akan tetapi Samosir memilki masalah dalam tingkat kunjungan wisatawan.

Berkurangnya pengunjung wisata Samosir tentu menjadi polemik bagi

pemerintah Samosir dan masyarakat setempat. Karna hal tersebut mengakibatkan

berkurangnya pendapatan daerah dari sektor pariwisata. Mengingat bahwa dulu

begitu banyak masyarakat dari seluruh penjuru Indonesia berbondong-bondong

mengunjungi Danau Toba. Seiring berjalannya waktu, masyarakat mungkin mulai

bosan karna hanya mengunjungi objek yang terbatas.

Oleh karena itu perlu mengangkat kembali Samosir agar lebih dikenal di

masyarakat luas khusunya di Indonesia. Perancangan rebranding destinasi budaya

dan alam dengan konsep mengangkat lokalitas Samosir, Samosir do mulana.

Dengan menciptakan insight kepada Wisatawan dengan kata Mulana yang

diadopsi dari bahasa Batak yang memilki arti asal mula. Diperkuat dengan

penerapan Ekowisata dan konsep kreatif strategi Desain Komunikasi Visual.

Agar pesan tersebut dapat diterima oleh masyarakat luas.

Kata kunci : Rebranding, wisata budaya, batak, Samosir, Sumatera utara

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ABSTRACT

As we know that, Indonesia have outstanding natural beauty and many of

culture. And also many of tourist attraction and culture. But less exposed so many

society don’t know tourist attraction. This causes make a lot Indonesia society

choose to spend time vacation abroad. Whereas Indonesia is not only having Bali,

Jogja, Jakarta and other big city.

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

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.

Therefore very important to lift up Samosir again. To be more know in

wide society especially Indonesia. Rebranding destination culture design and

nature with lift up concept locality of Samosir, Samosir Do Mulana. With creating

insight to tourist with Mulana words adapted from batak language. Strengthened

by the application of ecotourism and creative concept strategi of Visual

Communication Design. So that the message can be accepted by wide society.

Keyword: Rebranding, Cultural tourism, Batak, Samosir, North Sumatra

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DAFTAR ISI

JUDUL ............................................................................................................................. i

PERNYATAAN ORISINALITAS ................................................................................ ii

PENGESAHAN .............................................................................................................. iii

KATA PENGANTAR .................................................................................................... v

ABSTRAK ....................................................................................................................... vi

DAFTAR ISI ................................................................................................................... viii

DAFTAR TABEL ........................................................................................................... xii

DAFTAR GAMBAR ...................................................................................................... xiii

BAB I PENDAHULUAN ............................................................................................... 1

1.1 Latar Belakang Masalah .................................................................................... 1

1.2 Identifikasi Masalah .......................................................................................... 3

1.3 Pembatasan Masalah.......................................................................................... 3

1.4 Perumusan Masalah ........................................................................................... 3

1.5 Tujuan Penelitian ............................................................................................... 3

1.6 Manfaat Perancangan ........................................................................................ 3

1.6.1 Bagi Mahasiswa ........................................................................................... 3

1.6.2 Bagi Masyarakat .......................................................................................... 3

1.6.3 Bagi Institusi Pendidikan ............................................................................. 4

1.7 Metode Penelitian .............................................................................................. 4

1.7.1 Metode Pengumpulan Data Primer .............................................................. 4

I.7.2 Metode Pengumpulan Data Sekunder ......................................................... 4

1.8 Sistematika Penulisan ........................................................................................ 4

1.8.1 BAB I Pendahuluan………………………………………………………5

1.8.2 BAB II Tinjauan Umum ............................................................................. 5

1.8.3 BAB III Strategi Komunikasi ..................................................................... 5

1.8.4 BAB IV Strategi Kreatif ............................................................................. 5

1.8.5 BAB V Kesimpulan dan Saran................................................................... 5

BAB II TINJAUAN UMUM ................................................................................. 6

2.1 Kerangka Berfikir .............................................................................................. 6

2.2 Landasan Teori .................................................................................................. 6

2.2.1 Pengertian Pariwisata ................................................................................... 6

2.2.2 Pariwisata Berkelanjutan ............................................................................. 6

2.2.3 Ekowisata ..................................................................................................... 7

2.2.3.1 Pengertian Ekowisata ........................................................................... 7

2.2.4 Teori Branding ............................................................................................. 9

2.2.5 Destination Branding ................................................................................... 10

2.2.6 Teori Komunikasi ........................................................................................ 11

2.2.7 Teori Warna ................................................................................................. 12

2.2.8 Metode Analisis AISAS ............................................................................... 14

2.2.9 Brand Awarness ........................................................................................... 15

2.3 Kajian Pustaka ................................................................................................... 16

2.3.1 Pengertian Pariwisata ................................................................................... 16

2.3.2 Ekowisata ..................................................................................................... 16

2.4 Studi Komparasi ................................................................................................ 18

2.4.1 Bali ............................................................................................................... 18

2.4.2 City Branding ............................................................................................... 18

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2.4.3 Jogja ............................................................................................................ 19

BAB III STRATEGI KOMUNIKASI .......................................................................... 21

3.1 Analisis Geografis ............................................................................................. 21

3.2 Potensi Wisata ................................................................................................... 22

3.2.1 Wisata Sejarah............................................................................................ 22

3.2.2 Wisata Alam ............................................................................................... 23

3.3 Kondisi Sosial Ekonomi Masyarakat Kabupaten Samosir ................................ 25

3.4 Kunjungan Wisatawan ke Pulau Samosir .......................................................... 25

3.5 Rencana Dinas Pariwisata dan Kebudayaan Samosir........................................ 27

3.6 Analisis SWOT Samosir .................................................................................... 27

3.7 Hasil Riset ......................................................................................................... 28

3.7.1 Ketua Forum Pengembangan Pariwisata (FPP) ......................................... 28

3.7.2 Sekretaris Perhimpunan Hotel dan Restoran (PHRI) ................................. 28

3.7.3 Pengelola Objek Wisata Huta Siallagan .................................................... 29

3.7.4 Sekretaris Dinas Pariwisata dan Kebudayaan Samosir .............................. 29

3.7.5 Pengelola dan Tour Guide Objek Wisata Tatea Bulan .............................. 29

3.7.6 Masyarakat di Sekitar Samosir .................................................................. 30

3.7.7 Solusi Perancangan Rebranding Destinasi Wisata Budaya Samosir ......... 30

3.7.8 Sasaran Khalayak (Target Audience) ........................................................ 31

3.7.9 Demografis ................................................................................................. 31

3.7.10 Segmentasi ............................................................................................... 31

3.7.11 Psikografis ................................................................................................ 31

3.7.12 Behavior ................................................................................................... 31

3.7.13 Strategi Komunikasi ................................................................................. 32

3.7.14 Positioning ............................................................................................... 32

3.7.15 USP .......................................................................................................... 32

3.7.16 Konsep .......................................................................................................... 32

3.7.17 Pendekatan Perancangan .............................................................................. 32

3.7.17.1 Placemarking ....................................................................................... 32

3.7.17.2 Pendekatan Navigasi dan Orientasi ..................................................... 32

3.7.17.3 Pendekatan Waktu ............................................................................... 32

3.7.17.4 Pendekatan Elemen Visual .................................................................. 33

3.7.17.5 Pendekatan Promosi ............................................................................. 33

3.7.17.6 Media Promosi ..................................................................................... 33

BAB IV STRATEGI KREATIF .................................................................................... 34

4.1 Konsep Visual ....................................................................................................... 34

4.1.1 Warna .............................................................................................................. 34

4.1.2 Tipografi ......................................................................................................... 34

4.1.3 Bentuk ............................................................................................................. 35

4.1.4 Logo Pendukung Perlokasi ............................................................................. 35

4.2 Konsep Verbal........................................................................................................ 36

4.2.1 Konsep Branding Destinasi Wisata Budaya Samosir ..................................... 36

4.2.2 Strategi Destinasi Wisata Samosir .................................................................. 36

4.2.2.1 Tahapan Attention dan Interest .............................................................. 37

4.2.2.2 Tahapan Search ..................................................................................... 37

4.2.2.3 Tahapan Action ...................................................................................... 37

4.2.2.4 Tahapan Share ....................................................................................... 37

4.3 Visualisasi Desain .................................................................................................. 37

4.3.1 Stationary ........................................................................................................ 37

4.3.2 Merchandise ................................................................................................... 39

4.3.3 Transportasi .................................................................................................... 41

4.3.3.1 Kapal .................................................................................................... 41

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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

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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

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DAFTAR GAMBAR

Gambar 2.1 Kerangka Berfikir ....................................................................................... 6

Gambar 2.2 Logo Bali .................................................................................................... 18

Gambar 2.3 City Branding .............................................................................................. 19

Gambar 2.4 Icon Kota Wisata Jogja ............................................................................... 20

Gambar 3.1 Letak Kabupaten Samosir ........................................................................... 21

Gambar 3.2 Tujuh Kabupaten di Pulau Samosir ............................................................ 22

Gambar 3.3 Hutabolon Simanindo ................................................................................. 23

Gambar 3.4 Atrasi Budaya di Samosir ........................................................................... 24

Gambar 3.5 Huta Sialagan. .............................................................................................. 24

Gambar 3.6 Tatea Bulan .................................................................................................. 24

Gambar 3.7 Kampung Sianjur Mula-mula ...................................................................... 24

Gambar 3.8 View Pulau Samosir .................................................................................... 25

Gambar 3.9 Wisatawan mancanegara yang berkunjung ke Samosir............................... 26

Gambar 4.1 Palet Warna Utama dan Pendukung ............................................................ 34

Gambar 4.2 Logo Samosir ............................................................................................... 35

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

Gambar 4.11 Sticker ........................................................................................................ 40

Gambar 4.12 Kapal KMP Toba ....................................................................................... 41

Gambar 4.13 Kapal Penumpang ...................................................................................... 41

Gambar 4.14 Bis Pariwisata ............................................................................................. 42

Gambar 4.15 Booklet ....................................................................................................... 42

Gambar 4.16 Buku Saku Panduan Objek Wisata ........................................................... 43

Gambar 4.17 Sign System ................................................................................................ 43

Gambar 4.18 Peta Lokasi Wisata ..................................................................................... 44

Gambar 4.19 Website ...................................................................................................... 44

Gambar 4.20 Twitter ........................................................................................................ 45

Gambar 4.21 Tampilan Instagram ................................................................................... 45

Gambar 4.22 Neon Box Event ......................................................................................... 46

Gambar 4.23 Neon Box di Bandara ................................................................................. 46

Gambar 4.24 Poster Event .............................................................................................. 47

Gambar 4.25 Video Teaser .............................................................................................. 47

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