AN ANALYSIS OF ANHOLT’S NATION BRANDING: A CASE STUDY OF THE IMPLEMENTATION OF WONDERFUL INDONESIA IN PROMOTING TOURISM BRAND IN SINGAPORE (2014-2016)

Abstract

Tourism has been a leading sector for Indonesia, where Indonesia Tourism Ministry developed a branding of Wonderful Indonesia and Pesona Indonesia to promote Indonesia’s tourism more extensively both in domestic and international. Likewise, the development of tourism has been positively contributed both in economically, to the increased of reputation in tourism sector, and the nation brand value of Wonderful Indonesia. Moreover, nation branding importantly portrays the personality, identity, image, reputation, and trust of a country. As for, the research question will be, how the implementation of Wonderful Indonesia promotes Indonesia’s tourism in Singapore through the analysis of Anholt’s nation branding model in the time framework of 2014 to 2016. The study will be using the theory of Edmund Gullion on Public Diplomacy and Simon Anholt on Nation Branding. Therefore, in the way to obtain the nation branding that caused an increase of reputation, this analysis adopted Simon Anholt’s nation branding model which contains Strategy, Substance, and Symbolic Actions. Here, the strategy implemented with Tourism Marketing Framework, and the substance reflected in Indonesia’s tourism policy of Indonesia Law Number 10 Year 2009. Hence, both Strategy and Substance formed as symbolic actions which represented Indonesia’s historical background. Simon Anholt reinforces that the three aspects should come together in order to gain the result of increasing the reputation, that is believed to be helpful for Wonderful Indonesia as the nation branding. In addition, the promotion of Indonesia’s nation branding in Singapore is deliberately intended to increase the value added of Indonesia. Here, the writer will also analyse Indonesia’s performance of nation branding by applying the concept of the Anholt–GfK Roper Nation Brands IndexSM, that is further examine the ‘brand image’ of a country based on six dimensions of national competence. As for, the sources of material and data in finishing this research were obtained from Journals, Books, News, Official Publication of Government, Direct Statement, and Official Statement.