THE UTILIZATION OF BRAZIL EFFORTS IN TOURISM SECTOR AS A PART OF ITS PUBLIC DIPLOMACY (2012-2016): THE ENHANCEMENT OF NATION BRANDING THROUGH RIO OLYMPICS 2016

Abstract

We shall agree that Brazil is one of the most beautiful country in the world, take a look at how diverse the culture this country owned. the beautiful beaches and the Amazon river are so iconic that everybody have heard about it. however, those good image still not yet be fully exposed due to some problems that might endanger the image of Brazil, difficulties in social issues such as education, public services, and health which are the main issues that the government should address. This study analyzes how the Brazilian government applies its Public Diplomacy through sports diplomacy using the Rio 2016 Olympics Games as an instrument to attract tourists in increasing the number of tourism arrival in Brazil, both internationally and domestically. Brazil utilize this opportunity to attract foreign visitors and enhancing the image of the country by building infrastructure and any other tourism services and promoting Brazil’s culture through their public diplomacy. Using qualitative analytic research method, this study analyzes the Brazilian government's strategyin the utilization of its public diplomacy to attract tourists coming through the Rio 2016 Olympics. The main focus of this study is the observation of the increasing number of tourist arrivals in Brazil. This thesis uses the theory of Public Diplomacy, Sports Diplomacy in Sport Mega Event, and Nation Branding. Materials and data for this thesis were obtained from official publications of the government, official statements from government. The study also uses Journals, Books and News related to public diplomacy, sports diplomacy, and the Rio 2016 Olympics