DAMPAK NATION BRANDING INDONESIA TERHADAP SEKTOR PARIWISATA PASCA ASIAN GAMES JAKARTA-PALEMBANG DI TAHUN 2018-2021

Abstract

This research analyzes the impact of Indonesia's Nation Branding on the Post-2018 Jakarta-Palembang Asian Games Tourism Sector in 2018-2021 in Palembang City. Indonesia volunteered to host the 2018 Asian Games even though Indonesia's economy as a developing country was not yet stable, replacing Vietnam which withdrew due to the economic crisis. Indonesian branding through the Asian Games is that Indonesia wants to form and maintain a positive image in the field of tourism and culture through logos, themes, mascots and also promotions which will have an impact on one of the host cities. Palembang was chosen as the co-host city of the Asian Games because it was considered ready in terms of facilities and infrastructure and had great potential in terms of tourism, natural resources, human resources, to arts and culture. Even though the image of the city of Palembang is one of the cities that often floods in Indonesia.This study uses a qualitative method, with data collection techniques through literature study sourced from several books, journals, articles and websites. This study uses the Constructivism perspective and the theory of Nation Branding.
The results of this paper show that with the success of Indonesia's nation branding through the 2018 Asian Games and Palembang being the host city for the 2018 Asian Games, it can have a positive impact on the tourism sector in Palembang City in terms of infrastructure conditions, location access, and the number of foreign tourists who visited before and after after the 2018 Asian Games.

Keywords : Impact, Nation Branding, Tourism, 2018 Asian Games.