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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
ii
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.0611086201 NIDN.0627066701 NIDN.0627066701
iii
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
iv
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
v
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
vi
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
vii
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
viii
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
ix
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
x
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
xi
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
xii
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