Strategi Pengelolaan Brand Image pada Objek Wisata Museum Rumah Kelahiran Bung Hatta di Kota Bukittinggi

Abstract

Penelitian ini mengkaji strategi pengelolaan citra (brand image) pada Museum Rumah Kelahiran Bung Hatta di Bukittinggi sebagai destinasi heritage dan edukatif. Latar belakang penelitian menyoroti potensi museum sebagai ikon branding kota yang kuat, namun masih terbatasnya promosi digital, pengalaman interaktif, dan storytelling terstruktur menghambat pemanfaatannya. Penelitian menggunakan pendekatan kualitatif deskriptif studi kasus, dengan pengumpulan data melalui wawancara mendalam, observasi partisipatif dan non-partisipatif, serta dokumentasi arsip, brosur, dan konten digital. Analisis data dilakukan menggunakan model Miles, Huberman, & Saldaña melalui reduksi, penyajian, dan penarikan kesimpulan. Hasil penelitian menunjukkan museum memiliki modal heritage otentik dan lokasi strategis, namun memerlukan penguatan komunikasi digital, desain pengalaman pengunjung, dan integrasi narasi brand. Strategi brand image yang integratif diharapkan meningkatkan daya tarik, loyalitas pengunjung, serta kontribusi ekonomi lokal. Temuan menegaskan pentingnya modernisasi pengelolaan citra museum agar tetap relevan di era pariwisata kontemporer.

This study examines the brand image management strategy of the Bung Hatta Birthplace Museum in Bukittinggi as a heritage and educational tourism destination. The study is motivated by the museum’s potential as a strong city branding icon, yet limited digital promotion, interactive experiences, and structured storytelling constrain its full utilization. A descriptive qualitative case study approach was employed, with data collected through in-depth interviews, participatory and non-participatory observations, and documentation of archives, brochures, and digital content. Data analysis followed the Miles, Huberman, & Saldaña (2014) model through data reduction, presentation, and conclusion drawing. Findings indicate that the museum possesses authentic heritage assets and a strategic location but requires strengthened digital communication, visitor experience design, and integrated brand narrative. An integrative brand image strategy is expected to enhance visitor appeal, loyalty, and local economic contributions. The study underscores the importance of modernizing museum image management to maintain relevance in contemporary tourism.