STRATEGI DESTINATION BRANDING MELALUI EVENT DALAM UPAYA MENGENALKAN DESA WISATA ( STUDI DESKRIPTIF KUALITATIF PADA JAGALAN FESTIVAL, KOTAGEDE, YOGYAKARTA)

The purpose of this research is to describe about strategic destination branding through the event Jagalan Festival in an effort to introduce Tourism Village on Kotagede. This topic chosen depends on the condition of tourism in Jagalan Village which is underdeveloped although Jagalan Village has many potencies in tourism. This condition makes Karang Taruna Jagalan and Arkom make a hallmark event to promote and branding Jagalan Village. Reseacrher use descriptive qualitative as method. In this method researcher also use primery and secondary data sources which get from deep interview, and documentations. In additional, this reseach use analysis data from Miles and Huberman, and then to cross-check the validity researcher use triangulation of expert technique. This reseach is to describe how part of destination branding Jagalan Festival. The result of this research is show a part of destination branding that consist of : vision and stakeholder management, target consumer and portfolio matching, positioning and differentiation strategies using brand components, communication strategies, feedback and response management strategies. So, with the strategies above, Jagalan Villages get more known as tourism village in Kotagede