SIKAP PELAKU USAHA PARIWISATA TERHADAP REGIONAL BRANDING ‘jogja istimewa’ Abdi Doni Setia abdidoni1997@gmail.com Luthfi Muta’ali luthfimutaali@ugm.ac.id ABSTRACT Regional branding ‘jogja istimewa’ defined as marketing tools for all effort of regional marketing`s Daerah Istimewa Yogyakarta. The objectiveness: (1) Describe the characteristic of regional branding “jogja istimewa” and its advantages for tourism business. (2) Find out the businessman various knowledge, perception, and behavior; (3)Identify the factors connected to the businessman`s perception and behavior toward regional branding ‘jogja istimewa’. The respondents are 50 businessmans from 13 tourism business sectors based on ‘Undang-Undang Nomor 10 Tahun 2009 tentang Kepariwisataan’. Data analysis technique are used relative cumulative frequent statistic analysis, crosstabs, one way anova, and pearson product moment correlation. The result showed that level knowledge toward the logo of brand 88% have good knowledge, knowledge toward phylosophy 78% have good knowledge, and toward the usability have good knowledge 82%. Perception toward regional branding ‘jogja istimewa’ 92% high, 8% average. Behavior, 90% tourism businessman giving support ‘jogja istimewa’ and 10% refusing its brand. Responses, 90% giving enthusiastic, 6% indifferent, dan 4% giving critics. Expectation to increase the cultural event (25%), conservating the cultural resources (30%), and expect best regulation (45%). There are factors that have significant correlation with perception, they are the characteristic about their education, kinds of business, and information media. . Keywords: Regional Branding, City Image, Perception, Behavior, Tourism Businessman Abstrak Regional branding ‘jogja istimewa’ ditujukan sebagai alat pemasaran Provinsi Daerah Istimewa Yogyakarta kepada masyarakat luas. Tujuan penelitian : (1)Mendeskripsikan karakteristik regional branding “jogja istimewa” dan city image Yogyakarta; (2)Mengkaji keragaman persepsi Pelaku Bisnis; (3)Mengidentifikasi faktor yang berhubungan dengan persepsi Pelaku Bisnis terhadap Regional branding ‘jogja istimewa’ dan city image Yogyakarta. Responden adalah 50 orang pelaku usaha pariwisata dari 13 jenis usaha pariwsiata berdasarkan Undang-Undang Nomor 10 Tahun 2009. Teknik analisis data yang digunakan adalah statistik frekuensi relatif kumulatif, tabulasi silang, one way anova, dan korelasi pearson product moment. Hasil menunjukkan bahwa pengetahuan terhadap logo dan tagline, sebagian besar pelaku usaha yakni 88% memiliki pengetahuan yang baik, terhadap filosofi 78% tahu , dan terhadap penggunaan logo 82% pengetahuannya baik. Persepsi terhadap efektifitas regional branding 92% tinggi, 8% sedang. Sebanyak 90% pelaku usaha memberikan dukungan dan 10% tidak mendukung. Tidak terdapat faktor yang memiliki hubungan yang nyata terhadap pembentukan persepsi. Kata kunci: Regional Branding,City Image, Persepsi, Sikap, Pelaku Usaha Pariwisata