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Located in Central Java Province, Indonesia, Lasem town actually has all the requisite conditions needed for a tourism destination, including attractions, accessibility, activities, amenities and accommodations. However, the town’s sub-districts that have major attractions as traditional textile-based destinations are not visited by many tourists. This study aims to measure the association and personification of the name 'Lasem'. Data were collected through an online survey involving 289 participants who lived within a readius of 505 kilometres from Lasem. The authors applied a projective technique to question the participants. As a result, Lasem was associated with the name of an institution, place, community, tourism, and name of the city. Furthermore, Lasem was personified as a young man between 21-25 years old, unmarried, and already working. This ‘man’ had human characters, such as being good, quiet, calm, friendly, and patient. Such research is very useful for companies or authorities who will do marketing for the city as a tourism destination. This information can be used as the basis for the development of the marketing concept and the selection of promotional tools so that the objectives of the marketing campaign could be achieved effectively and efficiently. |
