Strategi Nation Branding Indonesia Dalam Meningkatkan Kunjungan Wisatawan Tiongkok Melalui Wonderful Indonesia Tahun 2017-2023

Chairinnisa, Amalia Rizky (2024) Strategi Nation Branding Indonesia Dalam Meningkatkan Kunjungan Wisatawan Tiongkok Melalui Wonderful Indonesia Tahun 2017-2023. Undergraduate thesis, UPN Veteran Jawa Timur.

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Abstract

Indonesia is an island country that has a lot of natural charm and beauty which is the potential for Indonesian tourism in the international world. With the many charms of Indonesia's natural beauty and the high economic profits from the tourism industry, the Indonesian government is increasingly aggressive in promoting Indonesian tourism abroad. The promotion of Indonesian tourism to the international world is carried out with the nation branding "Wonderful Indonesia" which started in 2011. One of the countries that is the destination for promoting Indonesian tourism is China. China is the target country for Indonesian tourism branding for several reasons, namely the potential for large economic cooperation, the large potential for Chinese tourists in the international tourism sector, and visits by Chinese tourists in Indonesia that are still less competitive than other ASEAN countries. This research aims to describe the strategies implemented by Indonesia in promoting tourism in China through Wonderful Indonesia in 2017-2023. The theories used by the author are Public Diplomacy and Nation Branding. The method used in this research is descriptive. The data collection technique uses secondary data and the data analysis technique used is qualitative research. In carrying out tourism promotion through the Wonderful Indonesia branding in China, the Indonesian Government uses the elements contained in the Nation Branding Hexagon. The results of this research, in the tourism promotion element, Wonderful Indonesia is promoted in various exhibitions, events, meetings, and through familiarization trips. In terms of cultural elements, Indonesian culture was displayed at various events with the presence of Wonderful Indonesia. Then, for the export element, Indonesia exports Papatonk products which are best-selling in China. As a matter of policy, the government provides free visit visas upon arrival specifically for Chinese tourist. In terms of investment, the government invites Chinese investors to invest in Indonesian tourist destinations at various events and meetings. On the societal front, GenWI, PPI China and Indonesian society in general helped promote the Wonderful Indonesia branding in China. These six strategies are Indonesia's public diplomacy efforts to improve the country's nation branding by involving both government and non-government actors.

Item Type:

Thesis (Undergraduate)

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