Upaya Nation Branding Indonesia di Kawasan Ekonomi Khusus Mandalika Tahun 2021-2025

Prasetyo, Erlangga Wahyu (2025) Upaya Nation Branding Indonesia di Kawasan Ekonomi Khusus Mandalika Tahun 2021-2025. Undergraduate thesis, UPN Veteran Jawa Timur.

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Abstract

This study examines the Indonesian government's nation branding efforts through the development of the Mandalika Special Economic Zone (SEZ) using the nation branding hexagon approach that includes aspects of governance, people, culture and heritage, and investment and immigration. Mandalika as a super priority tourism destination and a national strategic SEZ has an important role in strengthening Indonesia's image on the global stage. This study uses a qualitative approach with secondary data analysis from various credible sources, including official government documents, academic journals, and reports and releases issued by PT Injourney Tourism Development Corporation (ITDC) as the manager of the Mandalika KEK. The results of the study show that transparent and professional governance in the Mandalika SEZ is the main foundation in creating a conducive investment climate and supporting sustainable development. The people aspect emphasizes the importance of empowering local communities as cultural ambassadors and key actors in tourism development, which improves the quality of social interaction and the positive image of Indonesia. Culture and ancestral heritage, such as the Bau Nyale Festival and traditional tourism villages, are effectively integrated into the nation branding strategy to highlight the uniqueness of Sasak culture and strengthen national identity. In addition, investment and immigration are managed with policies that facilitate the licensing process and provide fiscal incentives, and are supported by international promotion and world-class infrastructure development, which significantly increase Mandalika's attractiveness to foreign investors. This study recommends strengthening human resource capacity, improving inclusive governance, and developing innovative cultural products to maintain the sustainability and competitiveness of Mandalika. Thus, the Mandalika Special Economic Zone is not only a driving force for the national economy, but also an effort to Indonesia nation branding. Keywords: Nation Branding Hexagon, Indonesia, PT ITDC, Mandalika Special Economic Zone (SEZ)

Item Type:

Thesis (Undergraduate)

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