Management of understanding and existence of brand identity: Case study of two groups of homestays in Samiran tourism village

Marketing isgenerally seen as creating, introducing, and delivering goods and services toconsumers and companies. In general, in the Indonesian tourism industry, theprocess of growing a brand is generally carried out by tourist destinations.Homestays, which are also part of non-star accommodation, require a brandingstrategy to differentiate them from others, especially homestays in touristvillages. The location for this research is in the Samiran Tourism Village,which has long experience in managing homestays with various ownership andmanagement models, especially homestays in the Samiran Tourism Village (DWShomestay and Damandiri homestay). The results of the interview showeddifferences in management in the Samiran and Damandiri Tourism Villages. Fromthe findings and discussions carried out. Conclusion can be concluded that bothSamiran Tourism Village and Damandiri as homestay managers, have made effortsto manage the brand as an identity according to their respective abilities.