Virtual Ethnography of “Padang Halal Tourism”: A Case study on City Branding

The use of website and social media in government digital marketing has not yet properly known by tourist potential investors. Mostly the information received was obtained from those who have been into city, organized private sectors, netizens. Literally, through mouth-to-mouth become communication channel city branding. This research aims at determining or cultural environment that influence selection for media, messages, promotional activities used establishing brand awareness. Heretofore, branding Padang City characterized customized, similar to other cities regencies West Sumatera Province. Besides that, pattern concept halal tourism developed well even though Muslims were majority population. always identified integrated province, where they included as best “The World Halal Tourism Destination“ Award 2016. Therefore, this current applied virtual ethnographic case study response various texts discursive interpretations on related language approach communal discussion. adopted anthropology emphasizes importance researchers’ involvement with subject being researched order get comprehensive understanding particular environment. method taken participant-observation utilizing internet, researchers immersed within life a groups collecting data, gaining groups’ members perspective. involves many aspects qualitative rather than describing, explaining, grouping words actions member certain community internet. Observation online interaction is regarded reflection resulting deeper understanding. Data collection performed having thorough culture such community. occurred accordance needs requiring involvement, participation, physical contact, interaction, union, relationship, collaboration, connection among community, instead websites, servers, keyboards. In addition, searching documents form pictures, videos, audios, log books, magazines, symbols, artifacts, objects also carried out, enrich data obtained. results could be recommendation improving implementation branding, essentially developing theory.