Rebranding Tanaka Waterfall untuk Meningkatkan Citra Destinasi dan Loyalitas Wisatawan

Abstract

This community service research aims to analyze and implement a rebranding strategy to enhance the destination's image and build tourist loyalty. The method used is Participatory Action Research (PAR) through several stages: (1) initial condition analysis to identify problems and potential, (2) Focus Group Discussion (FGD) with tourism managers, youth organizations, and community representatives, (3) implementation of rebranding programs including the creation of new icons (sakura replicas and lanterns), strengthening the Japanese-theme concept (kimono activation), optimization of operational services (parking and ticket counters), and digital content development, and (4) reflection and follow-up action plan (FAP). The results show that the participatory-based rebranding strategy successfully created new visual icons, improved the guest experience, and received positive responses from all stakeholders, including direct appreciation from university leadership. Rebranding proves to be an effective strategy for strengthening competitive positioning, differentiating identity, and fostering visitor loyalty to Tanaka Waterfall.