THE APPLICATION OF ANHOLT’S NATION BRANDING HEXAGON MODELS TOWARDS THE CASE OF G20 TOURISM TRACK MEETING 2022 FROM INDONESIA PRESIDENCY..

Abstract

This study aims to operate and apply the Hexagon Model by Simon Anholt’s Nation branding in the case of G20 Tourism Track Meeting 2022 from Indonesia Presidency. Analysing how the agenda could present Indonesia as a brand in a prestigious international forum opportunity through one of the most-used concepts of nation branding in international relations is an interesting new approach. The outcome of the research will become another extension and justification in the study of international relations. The research covered only the Indonesia G20 Presidency Tourism Track Meeting which consisted of two working groups and one ministerial meeting. The research will not discuss the Indonesia G20 Presidency as a whole. This research incorporates a descriptive qualitative method with interview and field observation method for data collection. The study found that Simon Anholt’s Nation Brand Hexagon is aligned with the implementation of the G20 Tourism Track Meeting 2022 from Indonesia Presidency. From that, It was concluded that Indonesia G20 Presidency Tourism Track Meeting indeed represents Indonesia as a brand with the main persona that Indonesia is a country that has leadership quality, capable to follow the development of era, and rich in human, cultural, and natural resources.