Destination Branding Assistance for Surengede Tourism Village, Kejajar District, Wonosobo Regency

Abstrak

The tourism sector is a strategic element that plays a vital role in enhancing the economy and regional assets in Indonesia. This assistance analyzes the situation of Bukit Gong Nature Tourism in Wonosobo Regency, which has great potential due to its location within the Dieng National Geopark. Nevertheless, it struggles with attracting a sufficient number of visitors. The main problem identified is weak competitiveness caused by limited infrastructure and the absence of a strong visual identity compared to nearby competitors. As a solution, destination branding was strengthened through the design of a logo and mascot using the design thinking methodology. This step aims to create a distinctive visual identity and build tourist trust through official representation. Testing results show that the visual design achieved a very high score on the System Usability Scale (SUS), which categorized as excellent. Thus, the visual identity design successfully became a strategic instrument to strengthen brand awareness and build a professional, unique, and trustworthy image for Bukit Gong Nature Tourism.