TOURISM DESTINATION BRANDING STRATEGY: Implementation of Compliance Gaining Strategy and Goals-Plans-Action in Mulyaharja Organic Agro-Educational Tourism, Bogor

Abstract

This study aims to analyze the persuasive communication strategies of the Tourism Activist Community, locally known as Komunitas Penggiat Pariwisata (KOMPEPAR) in building the destination brand components or image of the Mulyaharja Organic Agro-Educational Tourism (Agro Eduwisata Organik/AEWO) destination in Bogor City. The primary focus is the application of the Compliance-Gaining Strategies (CGS) by Marwell & Schmitt and the Goals-Plans-Actions (GPA) Model by Dillard, and on how their integration contributes to the Destination Branding Strategy (DBS) framework by Balakrishnan. This research uses a qualitative-descriptive approach, with data collection techniques including observation, in-depth interviews, and document analysis. The results show that the Tourism Activist Community KOMPEPAR AEWO Mulyaharja implements five Compliance-Gaining Strategies (rewarding, punishing, expertise, impersonal commitment, and personal commitment) through 16 operational tactics adapted to the local context. Non-material persuasion strategies, such as educational narratives and sustainability values, proved more effective at building tourist loyalty. Within the GPA Model framework, KOMPEPAR AEWO Mulyaharja systematically formulates goals, designs plans, and takes concrete actions. This combination of strategies not only addresses the destination's physical weaknesses but also transforms them into a brand differentiator based on authenticity and community participation. The scientific contribution of this research is the strengthening of the integration of persuasive communication models into community-based tourism development and the validation of the GPA Model and compliance-gaining theory in the context of agro-edutourism. These findings offer a communication strategy model that can be replicated by other destination managers who prioritize sustainability and local participation or community-based tourism.