Building Distinctiveness: Navigating Brand Identity and Image Challenges for Homestays in Samiran Tourism Village

Purpose of the Study: During the Covid-19 pandemic, tourist villages in Indonesia became popular as safe, nature-based getaways. In Samiran Tourism Village, homestays support the local economy and offer authentic experiences. However, growing competition makes strong branding crucial. This study explores the brand identity and image of two community-run homestays: DWS Homestay and Damandiri Homestay. Methodology: This study using qualitative research methods, including observation, interviews, and a literature review. Main Findings: Findings show that DWS Homestay has a stronger brand identity (71.43%) than Damandiri Homestay (57.15%), with DWS needing improvements in branding elements like jingles and a spokesperson. A well-developed brand identity can enhance customer loyalty, brand satisfaction, and recognition. Implication/Application: The study emphasizes the importance of refining brand identity to differentiate homestays, improve brand image, and foster tourist loyalty. Recommendations include enhancing marketing strategies and collaboration among operators to strengthen Samiran's tourism ecosystem. The originality of the study: This study underscores the critical role of brand identity in enhancing customer loyalty and competitiveness for homestays. By analyzing gaps and strengths in the branding strategies of Homestay DWS and Homestay Damandiri, it provides original insights into improving brand visibility, consistency, and consumer recall in Samiran Tourism Village.