Rural Tourism Development Through Social Media DestinationBranding: A Case Study of Kare Tourism Village

Abstract

Rural tourism often offers unique experiences related to the psychological aspects of tourists, so this
uniqueness becomes its attraction. However, the development of rural tourism is still minimal, especially in
destination branding efforts, resulting in a lack of a strong brand identity that is not visible to potential
tourists. In recent years, the emergence of social media platforms has revolutionized destination branding
strategies, offering unique opportunities for rural destinations to showcase their distinct attractions.
However, there remains a gap in understanding how social media can effectively contribute to rural tourism
development and destination branding. This study aims to identify the proper social media destination
branding strategy for Kare Tourism Village in Madiun Regency using SWOT analysis. This village was chosen
because it has extraordinary natural tourism potential, even included in the Top 10 Tourism Villages in the
archipelago. However, its exoticism is not widely recognized by the public. Data shows a significant decrease
in the number of tourists from 2022 to 2023. Through a case study of this village, this research is organized
by in-depth interviews with key informants and a study of supporting literature. This study
comprehensively evaluates the weaknesses in the destination branding of Kare Tourism Village and how to
enhance it. The results of this study can be used by stakeholders and the government to develop sustainable
tourism villages through social media destination branding strategies.