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All Journal JEKPEND Jurnal Ekonomi dan Pendidikan
Salim, Muhammad Arfin Muhammad
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Economics, Econometrics & Finance Education Social Sciences

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Branding Pendidikan Vokasi Pariwisata: Perspektif Stakeholder Industri di Sulawesi Selatan Arifin, Muhammad; Masatip, Anwari; Salim, Muhammad Arfin Muhammad; Eppang, Buntu Marannu; Badollahi, Muhammad Zainuddin
JEKPEND: Jurnal Ekonomi dan Pendidikan Vol 4, No 2 (2021): Juli
Publisher : Universitas Negeri Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26858/jekpend.v4i2.20922

Abstract

The literature on branding of educational institutions is still under development, so far there has been no research showing university branding. Research that has quantitative variations that have branding with other variables in the context of business organizations. This study aims to explore the formation of branding in vocational higher education institutions in the tourism sector.  Data were taken using Focus Group Discussion and interviews from tourism stakeholders.  This study uses thematic analysis, namely open coding and axial coding.  The results show that there are main attributes in the formation of branding, namely identity, alumni, management aspects, quality of human resources and products and competitiveness.  With the formation of these branding attributes, this research contributes to the measurement of tourism vocational education branding
Co-Authors Eppang, Buntu Marannu Masatip, Anwari Muhammad Arifin