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ABSTRACT:

This research aims to analyze the development of the Segunung Traditional Village as a community-based tourism destination and participate in supporting local Micro, Small and Medium Enterprises (MSMEs). Using a phenomenological approach, this research explores how integration of daily community activities, preservation of local wisdom, and collaboration with various parties, such as the Education and Culture department and milk factories in Jakarta, can improve the economic, social and cultural welfare of villages. It is hoped that this research can become a model for the development of sustainable community-based tourism in other villages with similar characteristics. Through the data analysis technique used is the Manual Data Analysis Procedure (MDAP), from the results of interviews, observations accompanied by triangulation of sources and theories to produce findings. The results of the research found that in order for the Community Based Tourism Destination Branding Model to function optimally it must focus on Product Innovation, Promotion Strategy, Social Media, Marketing Communications, Educational Tourism, Brand Positioning, Collaboration, Local wisdom, Brand Equity, Value Chain Development

KEYWORDS:

Community Based Tourism, Destination Branding Model, Traditional Village, village branding

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