Storynomic: the power of folklore branding in tourism development

Abstract

Karanganyar District is one of the regions in Central Java, Indonesia. Karanganyar District is famous for its natural beauty and historical sites that attract domestic and foreign tourists to visit tourist destinations such as Grojogan Sewu, Cetho Temple, Grojogan Jumog, Parang Ijo, Balekambang Park, Sukuh Temple, Sapta Tirta Pablengan, and Madirda Lake.

Uniquely, the tourist locations above have folklore or floklor behind a name or the formation of the location. The idea of ​​this research is to see the interest of visitors to a tourist destination because of the folklore that is the background of the tourist spot. Folklore that is passed down orally and from generation to generation can be found in various regions in Indonesia, one of which is the folklore of Telaga Madirda in Berjo, Ngargoyoso Karanganyar Regency. The research method is quantitative description by spreading questionnaire with 63 visitors at tourist village locations and from BUMDes interviews as a secondary source.The results of this study Branding has a positive but less significant relationship with tourist interest in visiting. The presence of storynomics as a moderating variable is also less able to influence tourists' interest in visiting Madirda Lake. A sign that the government and stakeholders need to pay special attention to the development of digital content through social media, to attract the interest of millennial tourists