Strengthening tourism village identity through participatory branding and storytelling: a case study of Watu Gedhek Village, Batu City
Keywords:
community-based tourism, participatory branding, Storytelling, sustainable tourism, Rural tourismAbstract
Community-based tourism (CBT) supports rural development and preserves local culture, yet many tourism villages face challenges in showcasing their distinctive characteristics. This study aimed to develop participatory branding strategies for Watu Gedhek Village, Batu City, by integrating local narratives and sustainability goals. A Focus Group Discussion (FGD) was conducted with village officials, tourism managers, small business owners, and youth representatives. The process included identifying local potentials and problems, exploring branding and storytelling opportunities, and formulating strategic recommendations. The results highlight three key strategies: (1) positioning eco-printing shoes as cultural-environmental narratives, (2) promoting organic farming and aquaponics as educational tourism for families and students, and (3) developing therapeutic healing and experiential tourism to align with wellness tourism trends. These findings suggest that participatory branding and storytelling can strengthen the identity of a place, empower communities, and engage visitors in an immersive experience through environmental participation. This approach provides a framework for sustainable tourism development that can be replicated in other rural destinations.
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