STRATEGI PEMERINTAH INDONESIA DALAM MEMBANGUN NATION BRANDING WONDERFUL INDONESIA MELALUI KOLABORASI DENGAN TIKTOK UNTUK MEMPROMOSIKAN PARIWISATA INDONESIA TAHUN 2019-2023

Maulida, Wahyuni (2024) STRATEGI PEMERINTAH INDONESIA DALAM MEMBANGUN NATION BRANDING WONDERFUL INDONESIA MELALUI KOLABORASI DENGAN TIKTOK UNTUK MEMPROMOSIKAN PARIWISATA INDONESIA TAHUN 2019-2023. Undergraduate thesis, UPN Veteran Jawa Timur.

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Abstract

Nation branding is a country's effort to advance its identity so that other countries are seen as having a positive image. Nation branding can help countries increase tourism, trade and investment (Anholt, 2005). Wonderful Indonesia is an Indonesian tourism promotion slogan that was introduced in other countries. The Indonesian government has taken various ways to promote Indonesian tourism, especially through the social media TikTok. The Wonderful Indonesia program was created to increase tourism. The increase in tourism can be proven by the presence of foreign tourists. There was a significant decline in foreign tourists from 2019 to 2021 due to the COVID-19 pandemic. The government is trying to restore Indonesia's tourism sector by collaborating with TikTok. TikTok users continue to increase until 2019. TikTok has many fans throughout the world. This research aims to analyze the Indonesian government's strategy in building Wonderful Indonesia nation branding through collaboration with TikTok to promote Indonesian tourism using the Anholt Competitive Identity Nation Branding theory through 6 hexagon elements including, policy, investment, brand export. brands), tourism (tourism promotion), culture (culture), and society (people). The Indonesian government is trying to create programs that fall into the 6 elements of Anholt's hexagon theory. The aim is to promote Indonesian tourism at the national and international level. This research uses a qualitative research method, descriptive research type, using secondary data collection techniques. Keywords: Nation branding, Wonderful Indonesia, TikTok, Indonesian government, Indonesian tourism

Item Type:

Thesis (Undergraduate)

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