JNG CPASSPORT: Gamifikasi Experiential Rebranding Pada Resort Golf Berbasis Sport Tourism Untuk Menaikkan Tingkat Okupansi Kamar; Studi Kasus Di Jatinangor National Golf & Resort

This study aims to identify the challenges faced by Jatinangor National Golf & Resort or known as JNG following its rebranding process and to formulate an innovation that can support brand reinforcement and the optimization of accommodation utilization. This study used a descriptive qualitative approach through field observations and in-depth interviews with JNG management. Data were analyzed using a descriptive-interpretative approach supported by literature on sport tourism, experiential marketing, and gamification. The findings indicate that JNG has significant potential to engage university students and Generation Z due to its strategic location within the educational area of Jatinangor and its diverse sports facilities. However, the rebranding process from Bandung Giri Gahana to JNG still faces challenges in establishing brand recognition, while accommodation facilities remain underutilized compared to golf activities, which constitute the resort’s primary source of revenue. Based on these findings, this study proposes JNG CPASSPORT as a gamified experiential rebranding strategy. It is hoped that this innovation will increase student engagement with the resort ecosystem while encouraging greater utilization of accommodation facilities through a more comprehensive resort experience.