Eksotisme Desa Wisata sebagai Identitas Branding Pariwisata Desa Kalisidi, Kabupaten Semarang

Tourism villages have become an important strategy in community-based tourism development by emphasizing local uniqueness, authentic experiences, and sustainable destination management. This study aims to: (1) conceptualize the exoticism of Curug Lawe and Curug Benowo as the branding identity of Kalisidi Tourism Village, (2) identify the factors shaping the perception of an exotic tourism destination, and (3) develop an exoticism-based branding framework to strengthen destination brand equity. This study employed a qualitative descriptive approach. Data were collected through literature review, field observations, and in-depth interviews with tourism village managers, local community members, and tourism stakeholders. Data were analyzed using the perspectives of destination branding, tourist gaze, authenticity, and customer-based destination brand equity (CBDBE). The findings indicate that the exoticism of Curug Lawe and Curug Benowo can be positioned as the core branding identity of Kalisidi Tourism Village through the integration of core attributes, brand values, and brand narratives. The main attributes include waterfalls, tropical forests, trekking experiences, biodiversity, and a tranquil natural environment. These attributes generate brand values of authenticity, adventure, sustainability, and personal renewal. The study also identifies four key factors influencing the perception of exotic tourism: authenticity, tourism experience, destination image, and digital content. Furthermore, an exoticism-based branding framework is proposed by linking destination uniqueness to the dimensions of awareness, image, perceived quality, and loyalty. This framework positions exoticism as a strategic identity capable of strengthening destination brand equity, enhancing competitiveness, and encouraging sustainable tourist loyalty.