THE STARTEGY OF INDONESIA'S GOVERNMENT TO EMPOWER NATION BRANDING THROUGH ECOTOURISM IN LAKE TOBA ARE TOWARD ASEAN PROGRAM (2015-2019)

Abstract

In 2016 President of Indonesia, Joko Widodo established Lake Toba Tourism Authority or BODT (Badan Otoritas Danau Toba) in order to encourage the existence of ecotourism in Lake Toba. In this context, ecotourism is about conservation and utilization of natural resources, cultural wealth, community, and tradition values so that need to glorify by Indonesian in order to create nation branding of Indonesia in eyes of the world. In this research, will explore about the strategy of Indonesia’s government along with related parties to encourage ecotourism in Lake Toba to create nation branding of Indonesia through qualitative method. Drawing on Jan Malissen’s 2006s theory of public diplomacy as an attempt to influence other people or organizations outside the country in a positive way so as to change the way that person views a country or on the other side, to achieve foreign policy objectives, this study will examine the promotion of ecotourism in Lake Toba to attract tourists from inside and outside the countries through the existing diplomacy. It is expected will be beneficial to Indonesia’s nation branding to other countries in order to develop tourism promotion of Indonesia as source of income and sustainable community development.