MEREK DESTINASI WISATA DALAM SITUS DINAS PARIWISATA NTT: ANALISIS SEMIOTIKA PEMASARAN LAURA OSWALD

The government of Indonesia, lead by Jokowi and Jusuf Kalla, has targeted to attract 20million foreign tourists by 2019. East Nusa Tenggara (NTT) is one of many touristdestinations in Indonesia that possess beautiful nature scenery. The NTT Tourism Officeinforms its magnificent destinations through website. This research seeks to understandthe brand destination of NTT that is communicated through the official websitemanaged by The Tourism Office. The methodology in this research uses LauraOswald’s marketing semiotics. This study has shown that the brand destination of NTTare nature tourism and religious tourism. Further, tourist destinations in NTT arepackaged as a place that is good for both physical and spiritual, as well as targetingtourists who live daily in urban areas. In addition, another major finding is the maintarget of NTT tourism is local tourist. This contrasts with the government’s effort toattract foreign tourists.Keywords : Pariwisata NTT, Marketing Semiotics, Brand Destination, dan Semiotika