WALKING TOUR AS A VILLAGE BRANDING STRATEGY: A CASE STUDY OF SIDOMULYO VILLAGE, BATU CITY

Abstract

Walking tour, as a tourism method that allows direct interaction between tourists and destinations, is now an effective strategy in promoting local potential. This research focuses on the implementation of walking tours as a branding tool in Sidomulyo Village, Batu, East Java, which is known as a flower production center. Using a descriptive qualitative approach, data was collected through participatory observation, in-depth interviews, and visual documentation. The results show that walking tours increase the attractiveness of the village through structured routes, aesthetic and educational tourist spots, and direct interaction between tourists and local guides. In addition, the use of Instagram as a visual promotional medium significantly expands the promotional reach and strengthens the image of Sidomulyo Village as a “Flower Village.” This strategy has the potential to support the economic sustainability of the village. This strategy has the potential to support the village's economic sustainability through increased tourist visits and strong brand loyalty.