STRATEGI NATION BRANDING INDONESIA DALAM PEMANFAATAN STATUS SEBAGAI TUAN RUMAH ASIAN GAMES 2018

Abstrak

Indonesia’s Nation Branding Efforts Through the 2018 Asian Games

With globalization, sports have now become an instrument to achieve national interests in the form of nation branding and public diplomacy, especially by hosting sports activities. This qualitative research describes Indonesia's national branding efforts through the mega sporting event, the 2018 Asian Games. The analysis is carried out regarding the 2018 Asian Games strategy by Indonesia and correlated its relation to Anholt's theory regarding nation branding, which includes six aspects, namely export brands, regulations government, culture and heritage, society, tourism and investment, and immigration. Through this mega sporting event, Indonesia is trying to push its national interests in the 2018 Asian Games which began with the bidding process until it officially became the host. Reflecting on Anholt's theory of nation branding, it is found that with the implementation of the Asian Games 2018, Indonesia was trying to achieve a positive image internationally by carrying out infrastructure development that could support the success of the 2018 Asian Games, including entertaining tourists visiting Indonesia.

Keywords: mega sporting event, nation branding, sport, public diplomacy