Main Article Content
Abstract
This study aims to formulate an effective and sustainable branding strategy to position Cialam Jaya Village as a green geotourism destination based on local wisdom. Branding in this context is not merely a promotional tool but a social process that integrates cultural narratives, community participation, and ecological values embedded in everyday life. The research employed a qualitative descriptive approach, collecting data through participatory observation, in-depth interviews, and visual documentation. Data analysis followed the interactive model of Miles, Huberman, and Saldaña, involving data reduction, display, and interpretive conclusion drawing. The findings reveal that the core strength of Cialam Jaya’s branding lies in its storytelling narrative, which integrates geological, ecological, and cultural elements into a unified identity. Folklore, local legends, and ritual practices serve as the foundation for constructing an authentic destination image. Storytelling effectively builds a positive image by evoking emotional and educational experiences among visitors. Moreover, community participation emerges as a key pillar in brand management. Local residents play a dual role: as cultural actors and as narrators who embody and communicate their values through digital media and cultural performances, reinforcing the authenticity of the brand. The study further finds that participatory and reflective brand evaluation is essential for maintaining balance between economic, social, and ecological dimensions. This model ensures the sustainability of the village’s image by emphasizing collective involvement, message consistency, and authenticity of the visitor experience. Theoretically, the study enriches anthropological and tourism communication perspectives by demonstrating how narrative-based approaches can foster sustainable tourism branding. Practically, it provides a strategic framework for policymakers, local governments, and community stakeholders to develop locally grounded, culturally authentic, and ecologically responsible geotourism branding models applicable to other rural destinations in Indonesia.
Keywords: green geotourism, village branding, local wisdom, storytelling, community participation