Kasali (2017) suggests that marketing can be defined as a series of activities including advertising (advertising), sales (setting), public relations (public relations), sales promotion (sales promotion), direct marketing (direct mail), pricing. , market research (market research) and so on.
The marketing studied in this research is marketing in the field of tourism. The definition of marketing in this field can have its own characteristics that can be different from the marketing concept in general. According to Muljadi (2009), tourism marketing is an effort to identify the needs and desires of tourists, and to offer tourism products that are in accordance with the wishes and needs of tourists with the intention that tourism businesses can provide maximum service to tourists.
Marketing has a number of elements called the marketing mix. The marketing mix or marketing mix is a marketing tool or tool used by companies for marketing activities in order to achieve the expected results (Widokarti & Priansa, 2019). The marketing mix used by tourism industry players to market tourism products is known as the 8P tourism marketing mix. The marketing mix in tourism consists of 8Ps, namely: product, partnership, people, packaging, programming, place, promotion, and price (Morissan, 2010).
According to Kotler and Keller (2016), image is the actual way people perceive a product. In order for the correct image to be embedded in the minds of consumers, marketers must pay attention to brand identity through all available means of communication and brand contact.
The concept of image is generally attached to a brand, so that it develops into a brand image. According to Tjiptono (2015) brand image is a description of consumer associations and beliefs about certain brands. The brand image of a good product will encourage potential buyers to buy the product rather than buying the same product with other brands.
The concept of brand image has attracted significant attention from academics and practitioners as it plays an important role in marketing activities. Brand image is the main driver of brand equity, which refers to consumers' general perceptions and feelings about the brand and has an influence on consumer behavior. For marketers, the main purpose of marketing activities is to influence consumer perceptions and attitudes towards brands, build brand image in consumers' minds, and stimulate consumer buying behavior, so as to increase sales, maximize market share and develop brand equity (Zhang, 2015).
Brand image is not only focused on physical products produced by the company, but also service products, such as tourism. Image in the realm of tourism can be related to various aspects related to tourism objects. According to the results of Chi & Qu's research (Cyasmoro, 2020) states that the instruments used to measure the image variables of tourist destinations are nine indicators, namely the environment, nature tourism, events and entertainment, historical/cultural attractions, infrastructure, accessibility, relaxation, outdoor activities. , as well as price and value.
A number of previous research results have discussed the image in the world of tourism. Chen & Pao (Cyasmoro, 2020) tested the effects of image, personality, relationship and destination loyalty by conducting a survey of 428 foreign tourists visiting Angkor Temple in Cambodia. The results showed that the image of the destination has a direct effect on satisfaction. According to research results. Kim & Petrick (2018) show that Brand Awareness has a positive impact on tourist destinations.
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RESEARCH METHODOLOGY
This research was conducted in Mas Kemambang Floating Park, Banyumas Regency. The main target of this research are visitors to the Mas Kemambang Floating Park, while the supporting targets are the managers of the Mas Kemambang Floating Park, officials/staff of the Banyumas Regency Dinporabudpar and business actors in the tourism object. The research method uses qualitative methods. Determination of informants using the "purposive" technique. Data collection techniques used in-depth interviews, observation, and documentation. To ensure the validity of the data used triangulation technique. The data analysis technique used interactive model analysis.
