Abstract:
This study aims to compare post-COVID-19 tourism recovery strategies between
Indonesia and Thailand by using the three main components of the Nation Branding
theory developed by Simon Anholt. In addition, this research also aims to provide a
better understanding of the efforts made by the two countries to recover their tourism
sector after the significant impact of the COVID-19 pandemic. The theory used in this
study is the Nation Branding theory developed by Simon Anholt. This theory focuses
on building the image and reputation of a country through systematic and strategic
branding efforts. The three main components from the theory that will be used in this
comparative study is Strategy, Substance, and Symbolic Actions from the two
countries. The research method used is qualitative research with the comparative study.
Data will be collected through literature reviews and case studies related to the two
countries. An analysis will be carried out to compare the tourism recovery strategies
implemented by Indonesia and Thailand and to evaluate their impact on the two
countries Strategy, Substance, and Symbolic Actions. The research findings will
provide a comprehensive picture of Indonesia and Thailand's post-COVID-19 tourism
recovery strategy based on nation brand theory founded by Simon Anholt. The
expected outcomes of this study are to enhance comprehension of endeavors towards
the recuperation of tourism in the aftermath of COVID-19 and to provide differences
and similarities of post-COVID-19 tourism recovery strategies between the two
countries for other nations grappling with comparable predicaments.
