Tendency Message Implementation of Competitive Identity Nation Branding: Wonderful Indonesia

DOI

10.2991/assehr.k.200818.055How to use a DOI?

Keywords

Nation Branding, Hexagon Elements of Competitive Identity, Wonderful Indonesia

Abstract

Since 2010, Indonesia has announced a nation brand: Wonderful Indonesia which was declared by the Ministry of Tourism as a tourism branding nation in Indonesia. This research takes the Ministry of Tourism and Creative Economy on Instagram @parekraf which has published information to the public as a form of publication of nation branding: Wonderful Indonesia. In the process, this research uses quantitative research methods of content analysis. This research was conducted in September-November 2019 which showed a valid agreement among coders and analysis results where the largest percentage was in the caption and image analysis unit namely the element of tourism promotion (tourism promotion) where the caption was 61.4% and the figure was 57%. The element that has the lowest percentage is exporting brands at 0% in each unit of analysis. The other elements are society by 3.5% in the caption and 8.7% in the image, culture 0% in the caption and 7% in the image, investment 29% in the caption and 22% in the image, and policy on a caption of 3.5% in each unit of analysis. Research suggests that the percentage of culture (exporting culture) and exporting brands should be stronger because it is a important element in representing nation branding.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Novin Farid Styo Wibowo
AU  - Yanaita Febrita
PY  - 2020
DA  - 2020/08/19
TI  - Tendency Message Implementation of Competitive Identity Nation Branding: Wonderful Indonesia
BT  - Proceedings of the 2nd Jogjakarta Communication Conference (JCC 2020)
PB  - Atlantis Press
SP  - 237
EP  - 239
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.200818.055
DO  - 10.2991/assehr.k.200818.055
ID  - Wibowo2020
ER  -