Innovation, Technology, and Entrepreneurship Journal

This study examines informants' perceptions of brand awareness in supporting the sustainability of the Village Economic Centers (Balkondes) in the Borobudur area, Magelang Regency. Balkondes were established by the government and state-owned enterprises to support the Borobudur National Tourism Strategic Area (KSPN) as an alternative tourist attraction, cultural activity center, and lodging place for tourists. However, of the 20 Balkondes built, 6 are stagnating, physically still standing but no longer carrying out daily operational activities. This research uses a qualitative approach with a case study method, through field observations at eight Balkondes, in-depth interviews with 14 informants selected by purposive sampling (Balkondes managers, surrounding residents, visitors, and tourism actors and observers), and direct observation of social media content and reviews related to Balkondes. The results show that informants associate the sustainability of Balkondes with six main factors related to the theory of brand awareness, namely the quality of human resources of the managers, uniqueness and characteristics, the role of influencers, social media management, promotional events, and location access. According to the informants, Balkondes with competent managers, unique tourism products, active promotion, and easy access are more likely to maintain their economic activities and attract tourist visits, while those that lack these factors are at risk of stagnation. It can be concluded that the sustainability of Balkondes depends on competent human resources, product differentiation, digital promotion, collaboration with local communities, promotional events, and good accessibility in strengthening brand awareness among tourists.