PERANCANGAN IDENTITAS VISUAL SEBAGAI UPAYA PENGUATAN DAYA TARIK EKOWISATA GOA KISKENDO KENDAL
DOI:
https://doi.org/10.51903/informatika.v6i2.1959Keywords:
visual identity, ecotourism, Kiskendo Cave, destination branding, design thinkingAbstract
Indonesia has great potential for ecotourism, yet there are still destinations that lack a strong and consistent visual identity, one of which is Kiskendo Cave in Kendal Regency, Central Java. Kiskendo Cave offers tourism potential in the form of cave exploration, adventure activities in the karst area, and camping, but the promotion of the destination is not yet supported by an integrated visual identity system. This research aims to design a visual identity capable of representing the natural character, adventure, exploration and local values of Kiskendo Cave, and which can be applied across various communication media. The research employs a qualitative approach using the Design Thinking method, which consists of the following stages: empathise, define, ideate, prototype and test. Data was obtained through field observations, interviews, digital document studies, literature reviews, and competitor analysis. The research results comprise a visual identity system encompassing a logo, colour scheme, typography, graphic elements, a mascot, brand guidelines, as well as implementation across digital media, destination information media, and promotional media. User testing involving 10 respondents showed that the visual identity is recognisable and effectively conveys the character of Kiskendo Cave as a nature tourism destination with a sense of adventure and exploration. Validation through consultation with the supervising lecturer also indicated that the concept and design outcomes were appropriate and that the elements developed were adequately represented.
References
[1] M. R. Ridani, H. Agustin, and Yustikasari, “Mapping The Global Research Landscape Of Destination Branding And Ecotourism (2014–2024 ): A Bibliometric Analysis,” Inject (Interdisciplinary J. Commun., vol. 10, no. 2, pp. 1911–1938, 2025.
[2] M. Escobar-Farfán, A. Cervera-Taulet, and W. Schlesinger, “Destination brand identity : challenges , opportunities , and future research agenda,” Cogent Soc. Sci., vol. 10, no. 1, pp. 1–19, 2024, doi: 10.1080/23311886.2024.2302803.
[3] S. Hanna, J. Rowley, and B. Keegan, “Place and Destination Branding : A Review and Conceptual Mapping of the Domain,” Eur. Manag. Rev., vol. 18, pp. 105–117, 2021, doi: 10.1111/emre.12433.
[4] C. R. Opod, T. Gde, R. Sukawati, I. P. G. Sukaatmadja, and G. Suparna, “Reviewing The Role of Destination Brand Identity in Sustainable Tourism Destinations,” J. Int. Conf. Proc., vol. 8, no. 2, pp. 140–154, 2025.
[5] A. A. Matusznska, P. Dzik, J. Michnik, and G. Polok, “Visual Component of Destination Brands as a Tool for Communicating Sustainable Tourism Offers,” Sustainability, vol. 13, no. 731, pp. 1–17, 2021.
[6] N. Ameera, M. Salim, A. K. Ismail, S. A. Samat, and N. Nazrin, “Bujang Valley Tourism Co-Creation in Place Branding : The Role of Local Community,” Idealogy J., vol. 8, no. 2, pp. 113–122, 2023.
[7] M. B. Valjavec, N. D. Pejnović, M. D. Š. Čonč, and K. P. Horvat, “The Transboundary Approach to Landscape Geointerpretation : Challenges in Interpretive Planning and Geoconservation,” Geoheritage, vol. 14, no. 116, pp. 1–13, 2022, doi: 10.1007/s12371-022-00751-3.
[8] Q. Bakhsh et al., “Impact of tourism development upon environmental sustainability : a suggested framework for sustainable ecotourism,” Environ. Sci. Pollut. Res., vol. 30, pp. 5917–5930, 2023, doi: 10.1007/s11356-022-22496-w.
[9] S. Zainal, Nirzalin, Fakhrurrazi, R. Yunanda, I. Ilham, and Badaruddin, “Actualizing local knowledge for sustainable ecotourism development in a protected forest area : insights from the Gayonese in Aceh Tengah , Indonesia development in a protected forest area : insights from the Gayonese,” Cogent Soc. Sci., vol. 10, no. 1, pp. 1–17, 2024, doi: 10.1080/23311886.2024.2302212.
[10] Z. Jin and M. Gao, “Global trends in research related to ecotourism : A bibliometric analysis from 2012 to 2022,” SAGE Open, pp. 1–20, 2025, doi: 10.1177/21582440251316718.
[11] J. K. L. Chan, K. M. Marzuki, and T. M. Mohtar, “Local Community Participation and Responsible Tourism Practices in Ecotourism Destination : A Case of Lower Kinabatangan, Sabah,” Sustainability, vol. 13, no. 13302, pp. 1–18, 2021.
[12] M. Escobar-farfán, A. Cervera-taulet, and W. Schlesinger, “Destination brand identity : challenges , opportunities , and future research agenda,” Cogent Soc. Sci., vol. 10, no. 1, pp. 1–19, 2024, doi: 10.1080/23311886.2024.2302803.
[13] S. Nogueira and J. M. S. Carvalho, “Unlocking the dichotomy of place identity / place image and its impact on place satisfaction for ecotourism destinations,” J. Ecotourism, vol. 23, no. 1, pp. 1–19, 2024, doi: 10.1080/14724049.2022.2106236.
[14] M. E. P. Putra and M. D. Marianto, “PERANCANGAN PENJENAMAAN VISUAL SEBAGAI MEDIA PROMOSI WISATA KABUPATEN OGAN KOMERING ILIR SUMATERA SELATAN,” ANDHARUPA J. Desain Komun. Vis. Multimed., vol. 9, no. 4, pp. 465–475, 2023.
[15] N. G. Prawira, E. Susanto, and M. F. A. Prawira, “VISUAL BRANDING ON INDONESIAN TOURISM DESTINATIONS : DOES IT AFFECT TOURISTS?,” ABAC J., vol. 43, no. 1, pp. 52–68, 2023.
[16] M. Yu, S. B. Z. Abidin, N. B. Shaari, C. He, L. Shi, and Q. Liu, Effects of Brand Visual Identity on Consumer Attitude : A Systematic Literature Review. 2024. doi: 10.20944/preprints202405.1109.v1.
[17] T. G. Sophola and U. K. Dharmalingam, “A Semiotic Critique of Neocolonial Visual Identity Branding in Seychelles Tourism,” eTropic Electron. J. Stud. Trop., vol. 25, no. 2, pp. 97–121, 2026.
[18] M. F. Aziz, S. N. Lestari, and A. Kaswati, “From Sacred Relic to Tourist Attraction: The Development of Kiskendo Cave in Kulon Progo Regency, 1964 – 2005,” J. Hist. Cult. Herit., vol. 5, no. 3, pp. 248–259, 2024.
[19] Unesco, “GEOTOURISM FOR UNESCO GLOBAL GEOPARKS,” Unesco, pp. 0–197, 2024.
[20] E. J. Mihardja et al., “Geosite Branding in Indonesia: An Initial Study,” J. Commun. Spectr. Capturing New Perspect. Commun., vol. 14, no. 2, pp. 85–98, 2024, doi: 10.36782/jcs.v14i2.2594.
[21] F. Tiago, P. Correia, V.-A. Briciu, and T. B. Tiago, “Geotourism Destinations Online Branding Co-Creation,” Sustainability, vol. 13, pp. 1–18, 2021.
[22] Akmal, E. F. Jasjfi, and A. E. Budiwasapada, “PERANCANGAN BRAND IDENTITY DESTINASI WISATA BATANG AGAM KOTA PAYAKUMBUH SUMATERA BARAT,” Peranc. Brand Identity Destin. Wisata Batang Agam Kota Payakumbuh Sumatera Barat, vol. 8, no. 2, pp. 155–174, 2025.
[23] A. M. Aji, K. Imanuddin, M. Rystian, and N. Natasari, “Perancangan identitas visual berbasis design thinking pada produk UMKM dodol Betawi Abah Basan Pendahuluan,” J. Desain, vol. 13, no. 3, pp. 904–915, 2026.
[24] M. Maryadi and N. S. Prameswari, “Destination Branding Assistance for Surengede Tourism Village , Kejajar District, Wonosobo Regency,” AMK Abdi Masy. UIKA, vol. 5, no. 3, pp. 228–236, 2026, doi: 10.32832/amk.
[25] R. A. Fernanda and L. S. Wardani, “Visual Identity of ‘Tlogo Land’ Tourism to Enhance Brand Awareness,” 5th Int. Conf. Inf. Technol. Secur., pp. 512–520, 2024.
[26] A. Karunia, Alimuddin, and Nurabdiansyah, “PERANCANGAN IDENTITAS VISUAL DESTINASI WISATA KAWASAN TELUK YOUTEFA KOTA JAYAPURA,” J. TANRA, vol. 7, no. 3, pp. 145–152, 2020.
.png)
