Unveiling the Underrepresented Tourism: A Qualitative Inquiry into Strategic Destination Branding in Kampung Sanjai, Bukittinggi

Abstract

This study examines tourist perceptions and brand awareness of Sanjai Tourism Village as an educational destination based on local wisdom in Bukittinggi City, West Sumatra. The research problem centers on the disconnection between product recognition and place awareness, where Sanjai chips are widely known but their geographical and cultural origins remain obscure. Using qualitative methodology with social construction theory framework, data were collected through interviews with tourists, village managers, and community members, supported by field observations and documentation. The study reveals that while 75% of tourists recognize "Sanjai" as a food product, only 25% associate it with a tourism destination, creating a fundamental branding paradox. The findings demonstrate that destination branding processes remain incomplete, particularly in the internalization phase where community participation is limited and tourist awareness is low. The research contributes to destination branding literature by highlighting unique challenges faced by underrepresented localities where authentic cultural assets fail to translate into effective marketing due to inadequate stakeholder integration and weak promotional strategies. The study emphasizes the need for participatory branding approaches that position local communities as primary actors in brand construction while ensuring cultural preservation and sustainable tourism development.