Exploring the Potential of Integrated Marketing Communication in Building Brand Equity at Ane Epiah Aindrad Waterfall Nature Destination

Herybertus Donny Koesnugroho Irwanto, Asmarai Februandari, Setyo Prasiyono Nugroho and Setyo Prasiyanto Cahyono
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Herybertus Donny Koesnugroho Irwanto: Applied Master’s and Tourism Development and Planning Study Program, AMPTA College of Tourism, Yogyakarta, Indonesia
Asmarai Februandari: Applied Master’s and Tourism Development and Planning Study Program, AMPTA College of Tourism, Yogyakarta, Indonesia
Setyo Prasiyono Nugroho: Applied Master’s and Tourism Development and Planning Study Program, AMPTA College of Tourism, Yogyakarta, Indonesia
Setyo Prasiyanto Cahyono: Faculty of Law and Global Studies, Universitas Dian Nuswantoro, Semarang, Indonesia

Technium Social Sciences Journal, 2026, vol. 88, issue 1, 177-189

Abstract: This research aims to analyze the potential application of Integrated Marketing Communication (IMC) in building brand equity for the natural destination at Ane Epiah Aindrad Waterfall in Tambrauw Regency, Southwest Papua. This destination has high natural tourism potential, but it has not been formally developed and has limitations in terms of promotion, brand identity, and marketing communication systems. This study adopts a qualitative methodology and collects data through in-depth interviews with a variety of informants, including local government officials, company owners, village authorities, community leaders, and visitors. The research results show that the condition of destination communication is still informal and not yet integrated, resulting in low brand awareness and the absence of a strong brand image. In addition, supporting factors such as natural potential and local community involvement have not been matched by adequate institutional systems and infrastructure. This study found that the implementation of IMC has significant potential in increasing the visibility of destinations through the integration of digital media, promotion, and community-based communication. Thus, IMC can be a strategic approach in building sustainable brand equity for natural destinations that are still in the early stages of development.

Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:tec:journl:ojs:13822

DOI: 10.47577/tssj.v88i1.13822

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