The Development of Community-based Tourism on Giliyang Island, Madura: A Case for Rebranding

This study aims to analyze (i) whether the current branding of Giliyang Island as a tourist destination is appropriate, and (ii) to explore the possibility of developing a stronger and more suitable branding strategy for the island that appeals to both national and international tourists. To achieve this, a descriptive qualitative approach was employed, utilizing on-site observations and in-depth interviews with key stakeholders involved in tourism development on Giliyang Island. The findings of the study reveal that (i) Giliyang Island has significant untapped tourism potential that is not adequately reflected in its current branding, (ii) the existing branding may limit market expansion and reduce the island’s appeal to a broader target audience, and (iii) a new, more relevant branding strategy is needed to better capture the island’s unique attractions and enhance its appeal to potential visitors. Rebranding is necessary to present Giliyang Island as a more attractive destination, thereby increasing its visibility and competitiveness in the tourism market.