A COMPARATIVE STUDY OF POST-COVID-19 TOURISM RECOVERY STRATEGIES BETWEEN INDONESIA AND THAILAND BY USING THREE MAIN COMPONENTS OF NATION BRAND

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.