STRATEGI NATION BRANDING INDONESIA:PROMOSI DESTINASI WISATA MANDALIKA DALAM KAMPANYE ‘WONDERFUL INDONESIA’

SATRIA, MUHAMMAD FAJAR and Nisyak, Hoirun and Aulia, Nurul (2025) STRATEGI NATION BRANDING INDONESIA:PROMOSI DESTINASI WISATA MANDALIKA DALAM KAMPANYE ‘WONDERFUL INDONESIA’. Undergraduate thesis, Sriwijaya University.

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Abstract

Indonesia, as a maritime nation with thousands of islands, each possessing its own unique characteristics, is recognized globally not only for its stunning natural landscapes and rich cultural heritage but also for its prominent tourist attractions. However, in the realm of global tourism, the most recognized destination among international tourists is Bali. In an effort to enhance the competitiveness of its tourism sector and ensure a more equitable distribution of tourism benefits, the Indonesian government has launched a strategy to promote tourist destinations beyond Bali. A key initiative within this framework is the program featuring five Super Priority Destinations, with Mandalika being one of them. This research aims to understand how Indonesia's nation branding strategy is applied in the promotion of the Mandalika tourist destination within the 'Wonderful Indonesia' campaign. The methodology employed in this study is qualitative. The conceptual framework utilized is based on Keith Dinnie's nation branding theory, which includes elements such as nation brand advertising, nation brand ambassadors, diaspora mobilization, customer and citizen relationship management, nation days, the naming of nation brands, and nation brand tracking studies. By leveraging elements of nation branding strategies, such as the involvement of public figures, digital platform promotions, and the organization of international events like MotoGP, Indonesia has successfully increased Mandalika's visibility in the global market and affirmed its position as a premier destination for nature and sports tourism. However, this study identifies that several aspects of the nation branding strategy proposed by Keith Dinnie have yet to be optimally implemented in the promotional efforts for the Mandalika Super Priority Destination aimed at audiences from Australia.

Item Type:	Thesis (Undergraduate)
Subjects:	J Political Science > JZ International relations
Divisions:	07-Faculty of Social and Politic Science > 84201-International Relations (S1)
Depositing User:	Muhammad Fajar Satria
Date Deposited:	22 Sep 2025 01:33
Last Modified:	22 Sep 2025 01:33
URI:	http://repository.unsri.ac.id/id/eprint/184367

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