Ahmad Hasyim, Angel Jessyca S.S, Fauzan Achmad H., Luki Wijaya, Nurul Komalasari, Restu Fitria
Maudy, Dr. Anang Sutono, CHE., Sumaryadi, MM.
Tourism Business Management Study Program, Bandung Institute of Tourism
Indonesia
timfpsjl.mbw12@gmail.com
COMPETITORS
BRAND
IDENTITY
[10]
Ibid, p.78
[11]
Ray, Enterprise Resource Planning, (India: Tata McGraw-Hill Education, 2011), p.163.
2016. The authors Published by Atlantis Press 0016
Asia Tourism Forum 2016 The 12th Biennial Conference of Hospitality and Tourism Industry in Asia (ATF-16)
IV. FINDINGS Taman Safari Indonesia, Dunia Fantasi, and Trans
Studio Bandung. Trans Studio positioned itself as
Market Profile the largest indoor Theme Park in Southeast Asia,
Junglelands brand essence is the concepts of
The respondents of the male visitors are
forest in the theme park. While Trans Studio
slightly more dominant than female visitors. The
Bandung is "happiness" to visitors. Dunia Fantasi
average life span of 31-40 (visit with their
(Dufan) is the most powerful competitor which is
children) with income is less dominant than
older than Jungleland. In general, it can be said
IDR2,500,000. Jungleland market is dominated by
that Dufan has a stronger positioning compared to
visitors from Jabodetabek (city with economic
Jungleland. Trans Studio Bandung (TSB) as a
chain form capital of Indonesia, up to 63,7%).
business unit that has similarities with Jungleland
Majority of Jungleland visitors visits with their
rides needs to be considered as a strong competitor
family (32,4%), corporate outing (23,4%), visit
in the implementation of brand identity by
with companion (20,5%), with couple (14,2%),
employees.
school group (9,2%) and by individual (0,4%).
In terms of demographics, Taman Safari
Meanwhile, most visitors spend money of
Indonesia is competitor for Jungleland because
IDR150,001 up to IDR200,000 per one person for
both are located in the same district of Bogor.
food, drinks, souvenirs, game tickets, and so on
Currently, the TSI does not only offer attractions
except for the entrance ticket. Based on the number
such as the zoo, but also has a leisure park.
of visits, respondents visited for the first time is to
71%, by 2nd times (22,4%), 3rd times (4,5%), and ANALYSIS
more than 5th times (0,8%).
In this section, it will conduct the analysis of
Jungleland Customer Perspective implementation of Junglelands brand identity by
human resources, analysis of the application of
Our research indicates that Brand-Based
brand as a symbol, product, and person. It is also
Organization can be established by synchronized
discussed the brand identity comparison of the
the brand internalization towards customer
competitors.
perspectives. There are four variables of brand
identity used; Brand as symbol, brand as product,
brand as person and brand as organization. The Implementation of Brand as Symbol
Four variables except the brand as an Analysis of the brand as symbol objective is to
organization are modified to 22 indicators of facilitate and accelerate the planting of Jungleland
questionnaire. Variable Brand as a Symbol scored brand in the minds of visitors through the
2,7 on the visitors with a gap of 1,24 on a perfect visualisation brand owned.
score of 4,00. Variable brand as a product scored
2,97 with a gap of 1,03 and variable brand as a
person get the highest score among others, score
3,04 and smaller gap is 0,96.
Furthermore, the indicator I know the
Jungleland mascot gets the highest gap (1,57) in
the variable Brand as a symbol. Meanwhile, the
indicator Event Organizer by Jungleland is my
reason to visit gets the highest gap (1,37%), and
variable Brand as a Person gets the highest gap
(1,22) of the indicator Call of employees makes
me want to try the Jungleland rides.
The conditions of competition in the business The biggest gap has been found in statements
of tourist attraction, Jungleland has quite a lot of about Jungleland mascot. Values obtained gap 1,57
competitors in the application of brand identity, is also the highest value of all statements submitted
both in terms of products and market, includes: to the visitor, while visitors disagreed are 51.1%.
REFERENCES
Description:
1. Visual imagery and metamorf [1] Marr, B. & Jonathan Chatzkel. 2004. Intellectual
2. Publication depict Brand Capital At The Crossroads: Managing, Measuring,
3. Mascot
4. Jingle
And Reporting Of IC: Journal Of Intellectual
5. Product scope Capital.
6. Product attribute [2] Preffer, J. 1994. Competitive Advantage Through
7. Event & promotion People: Unleashing The Power of The Workforce.
8. Visitors facilities
Boston, Mass., Harvard Business School Press.
9. Employees personality
[3] Harris, Fiona and De Chernatony, Leslie. 2001.
The higher the position of the curve (above 1) Corporate Branding and Corporate Brand
the more superior on Jungleland brand attributes Performance. European Journal of Marketing.
COMPETITORS
BRAND
IDENTITY
[10]
Ibid, p.78
[11]
Ray, Enterprise Resource Planning, (India: Tata McGraw-Hill Education, 2011), p.163.
2016. The authors Published by Atlantis Press 0016
Asia Tourism Forum 2016 The 12th Biennial Conference of Hospitality and Tourism Industry in Asia (ATF-16)
So Junglelands mascot aspect needs to get more employees need to get attention from other aspects
attention than other aspects. of this variable.
The pareto chart shows that the Junglelands
mascot, will have an impact of 21% on the overall
gap exists. The next gap, The introduction of the
logo, it can complete 38% of the total gap exists.
The Implementation of Brand as Product
Analysis of the brand as product goal is to
facilitate and accelerate the implementation of
Jungleland brand on the minds of visitors through
the product scope, product attributes, and quality
or value.
The biggest gap found in the statement is the
Junglelands event. Gap value obtained 1,37 shows
that Junglelands event aspect needs to get more Fig. 6. Pareto Analysis of Brand as A Person
attention than other aspects of the product, while
visitors disagreed are 42.3%. Then the Pareto chart above shows that, the Junglelands
Junglelands event aspects need attention more employee invitation to visitors, will have an impact
than any other aspect in this variable. of 17% on the overall gap exists. The next gap is
an attempt to enliven, it can complete 32% of the
total gap exists.
REFERENCES
Description:
1. Visual imagery and metamorf [1] Marr, B. & Jonathan Chatzkel. 2004. Intellectual
2. Publication depict Brand Capital At The Crossroads: Managing, Measuring,
3. Mascot
4. Jingle
And Reporting Of IC: Journal Of Intellectual
5. Product scope Capital.
6. Product attribute [2] Preffer, J. 1994. Competitive Advantage Through
7. Event & promotion People: Unleashing The Power of The Workforce.
8. Visitors facilities
Boston, Mass., Harvard Business School Press.
9. Employees personality
[3] Harris, Fiona and De Chernatony, Leslie. 2001.
The higher the position of the curve (above 1) Corporate Branding and Corporate Brand
the more superior on Jungleland brand attributes Performance. European Journal of Marketing.