UPAYA NATION BRANDING “PASSION MADE POSSIBLE” DALAM MENDORONG INDUSTRI PARIWISATA SINGAPURA

KARLINA, SELVI TRY and Azhar, Azhar and Lamato, Ramdan (2025) UPAYA NATION BRANDING “PASSION MADE POSSIBLE” DALAM MENDORONG INDUSTRI PARIWISATA SINGAPURA. Undergraduate thesis, Sriwijaya University.

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Abstract

Nation Branding merupakan pencitraan merek suatu negara dalam kajian hubungan internasional, yang bertujuan untuk membangun image positif bagi suatu negara dalam menarik perhatian negara internasional. Perubahan branding dari 'Your Singapore' menjadi 'Passion Made Possible' dikarenakan branding sebelumnya membuat Singapura dipandang tidak otentik dan kehilangan ciri khas budaya. Tujuan dari penelitian ini untuk melihat dan menganalisis upaya apa yang dilakukan oleh nation branding 'Passion Made Possible' dalam mendorong industri pariwisata Singapura. Metode yang digunakan adalah metode kualitatif dengan konsep nation branding dan unit analisanya adalah Singapura. Data yang digunakan dalam penulisan ini adalah data kualitatif dengan menggunakan data sekunder yang diperoleh secara tidak langsung berdasarkan sumber yang sudah ada seperti studi pustaka, web, jurnal, dokumen, arsip dan sumber internet atau skripsi terdahulu. Teknik keabsahan data menggunakan triangulasi teknik dan triangulasi sumber. Nation branding menurut Philip Khotler 1993 terdapat empat indikator yaitu, image marketing. Atractions, Infrastructur, dan people. STB telah mengembangkan berbagai strategi untuk mempromosikan branding 'Passion Made Possible' melalui film, bergabung, bekerjasama dengan kemitraan konten global regional. STB mengelompokkan pengunjung berdasarkan gaya hidup, minat, dan tujuan perjalanan calon pengunjung, yang mana ada 'tujuh suku kegemaran', Foodie, Kolektor, Explorer, Action Seeker, Culture Shaper, Sosialisator, dan Progressor. Nation branding 'Passion Made Possible', telah berhasil untuk membangun image dan afiliasi positif bagi Singapura. Strategi Singapore Tourism Board telah menarik pengunjung mancanegara dan memberikan kontribusi signifikan terhadap kedatangan pengunjung dan penerimaan pariwisata.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Nation Branding, Passion Made Possible, Pariwisata, Singapura.
Subjects:	J Political Science > JZ International relations > JZ1249-1254 Relation to other disciplines and topics J Political Science > JZ International relations > JZ1305-2060 Scope of international relations. Political theory. Diplomacy J Political Science > JZ International relations > JZ1329.5-1395 By period J Political Science > JZ International relations > JZ24-38 Societies, associations, academies, institutes, etc., for the study of international relations J Political Science > JZ International relations > JZ4835-5490 International organizations and associations J Political Science > JZ International relations > JZ4853-4934 League of Nations J Political Science > JZ International relations > JZ4935-5160 United Nations J Political Science > JZ International relations > JZ5-6530 International relations J Political Science > JZ International relations > JZ5511.2-6300 Promotion of peace. Peaceful change J Political Science > JZ International relations > JZ5514-5526 Societies, associations, academies, institutes, etc., for peace promotion, research and education J Political Science > JZ International relations > JZ5527-5532 Congresses and conferences J Political Science > JZ International relations > JZ5587-6009 International security. Disarmament. Global survival
Divisions:	07-Faculty of Social and Politic Science > 84201-International Relations (S1)
Depositing User:	Selvi Try Karlina
Date Deposited:	16 Jan 2025 03:02
Last Modified:	16 Jan 2025 03:02
URI:	http://repository.unsri.ac.id/id/eprint/164992

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