STRATEGI NATION BRANDING PARIWISATA SELANDIA BARU MELALUI KAMPANYE “100% PURE NEW ZEALAND”

ISTIQOMAH, ISTIQOMAH and Nisyak, Hoirun and Yusa, Muchammad Yustian (2021) STRATEGI NATION BRANDING PARIWISATA SELANDIA BARU MELALUI KAMPANYE “100% PURE NEW ZEALAND”. Undergraduate thesis, Sriwijaya University.

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Abstract

The tourism sector is an economic sector that is profitable with a rapid rate of growth. Moreover, the tourism sector is one of the major players in international trade activities. New Zealand is one of the countries that make an effort to promote its country as a tourist destination for the international community. The New Zealand government has established a special institution called Tourism New Zealand to boost New Zealand's tourism sector at the international level. This institution has a role to promote the New Zealand tourism sector through a nation branding called “100% Pure New Zealand” campaign. This study aims to explore the nation branding strategy carried out by New Zealand through the called “100% Pure New Zealand” campaign in 2010-2019. The author used the theory of Nation Branding Strategy by Keith Dinnie to analyze New Zealand's nation branding strategy. The research method used in this study is a qualitative method with a descriptive type of research. The source of data on this study is secondary data obtained from literature studies and documentation. The results of this study indicate that the method used by New Zealand in promoting their tourism campaign is in accordance with Keith Dinnie's theory. Only in the diaspora mobilization variable, New Zealand did not perform the actions described in the variable.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Selandia Baru, Nation Branding, Nation Branding Strategy, Tourism New Zealand, 100% Pure New Zealand.
Subjects:	J Political Science > JZ International relations > JZ1305-2060 Scope of international relations. Political theory. Diplomacy J Political Science > JZ International relations > JZ221-1153 By region or country J Political Science > JZ International relations > JZ5-6530 International relations
Divisions:	07-Faculty of Social and Politic Science > 84201-International Relations (S1)
Depositing User:	Istiqomah Istiqomah
Date Deposited:	08 Oct 2021 03:26
Last Modified:	08 Oct 2021 03:26
URI:	http://repository.unsri.ac.id/id/eprint/55659

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