2025, Vol. 7, Issue 1, Part C

author(s)
Dayang Nevia Afriansari, Muhammad Baiquni and Tri Kuntoro Priyambodo

abstract
Marketing is
generally seen as creating, introducing, and delivering goods and services to
consumers and companies. In general, in the Indonesian tourism industry, the
process of growing a brand is generally carried out by tourist destinations.
Homestays, which are also part of non-star accommodation, require a branding
strategy to differentiate them from others, especially homestays in tourist
villages. The location for this research is in the Samiran Tourism Village,
which has long experience in managing homestays with various ownership and
management models, especially homestays in the Samiran Tourism Village (DWS
homestay and Damandiri homestay). The results of the interview showed
differences in management in the Samiran and Damandiri Tourism Villages. From
the findings and discussions carried out. Conclusion can be concluded that both
Samiran Tourism Village and Damandiri as homestay managers, have made efforts
to manage the brand as an identity according to their respective abilities.