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Attracting Incoming Japanese Tourist: the Failure of Indonesia Public Diplomacy in Promoting Wonderful Indonesia As a Nation Branding (2014-2016)

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Attracting Incoming Japanese Tourist: the Failure of Indonesia Public Diplomacy in Promoting Wonderful Indonesia As a Nation Branding (2014-2016) ATTRACTING INCOMING JAPANESE TOURIST: THE FAILURE OF INDONESIA PUBLIC DIPLOMACY IN PROMOTING WONDERFUL INDONESIA AS A NATION BRANDING (2014-2016) By TRI WULAN SARI 01620130049 A Thesis presented to the Faculty of Humanities President University in partial fulfillment of the requirements for Bachelor Degree in International Relations Major in Diplomacy Studies 2017 THESIS ADVISER RECOMMENDATION LETTER This thesis entitled “ATTRACTING INCOMING JAPANESE TOURIST: THE FAILURE OF INDONESIA PUBLIC DIPLOMACY IN PROMOTING WONDERFUL INDONESIA AS A NATION BRANDING (2014-2016)” prepared and submitted by Tri Wulan Sari in partial fulfillment of the requirements for the degree of Bachelor of Arts in the Faculty of Humanities has been reviewed and found to have satisfied the requirements for a thesis fit to be examined. I therefore recommend this thesis for Oral Defense. Cikarang, Indonesia, May 23, 2017 Recommended and Acknowledge by, Hendra Manurung, S.IP., MA. i DECLARATION OF ORIGINALITY I declare that this thesis, entitled “Attracting Incoming Japanese Tourist: The Failure of Indonesia Public Diplomacy in Promoting Wonderful Indonesia as a Nation Branding (2014-2016)” is, to the best of my knowledge and belief, an original piece of work that has not been submitted, either in whole or in part, to another university to obtain a degree. Cikarang, Indonesia, May, 2017 Tri Wulan Sari ii PANEL OF EXAMINER APPROVAL SHEET The panel of examiners declare that the thesis entitled “Attracting Incoming Japanese Tourist: The Failure of Indonesia Public Diplomacy in Promoting Wonderful Indonesia as a Nation Branding (2014-2016)” that was submitted by Tri Wulan Sari majoring in International Relations from the Faculty of Humanities was assessed and approved to have passed the Oral Examination on May 23, 2017. Dr. Phil. Rexa A. A. Wattimena, S.S., M.Hum Chair – Panel of Examiners Riski M. Baskoro, S.Sos., MA Examiner Hendra Manurung, SIP., MA Thesis Adviser iii ABSTRACT By : Tri Wulan Sari Adviser : Hendra Manurung, S.IP., MA and Riski M. Baskoro, S.Sos., MA Thesis Title: “ATTRACTING INCOMING JAPANESE TOURIST: THE FAILURE OF INDONESIA PUBLIC DIPLOMACY IN PROMOTING WONDERFUL INDONESIA AS A NATION BRANDING (2014-2016)” Indonesia tourism defines as a medium in implementing public diplomacy conducted by Indonesian Government. In public diplomacy, Indonesian Government through Indonesia Tourism Ministry delivers message directly and/or indirectly to Japanese in order to increase nation branding in the sector of tourism. The research question will be how Indonesia implemented its public diplomacy on attracting Japanese tourists during the time framework 2014 to 2016. The study is using the theory of Mark Leonard on public diplomacy and Simon Anholt on nation branding. Indonesian Government in this study is using Wonderful Indonesia as a tourism brand in attracting Japanese tourists. The increasing of level awareness towards Indonesia tourism nation branding could be gained by adapting Simon Anholt’s concepts. Anholt’s concept promotes a nation strategy in which Indonesia is implementing Marketing Framework, and then the substance is defined as Indonesia policy regarding tourism. The policy is reflected to the Law Number 10 Year 2009. Both strategy and substance are related each other to realize Wonderful Indonesia as a symbol of action. The branding of Wonderful Indonesia is seen as an effective way in order to attract foreign tourist especially Japanese tourist. The purpose of Wonderful Indonesia branding is to increase awareness of Indonesia tourism to international society, Japanese in particular. The increasing of nation branding leads into the increasing number of Japanese tourists in Indonesia. Keywords: Public Diplomacy, Nation Branding, Indonesia Tourism, Wonderful Indonesia, Indonesia, Japan iv ABSTRAK Oleh : Tri Wulan Sari Pembimbing : Hendra Manurung, S.IP., MA and Riski M. Baskoro, S.Sos., MA Judul Penelitian: “MENARIK WISATAWAN JEPANG: KEGAGALAN DIPLOMASI PUBLIK INDONESIA DALAM MEMPROMOSIKAN WONDERFUL INDONESIA SEBAGAI NATION BRANDING (2014- 2016)” Pariwisata Indonesia didefinisikan sebagai media dalam langkah penerapan diplomasi publik yang dilakukan oleh Pemerintah Indonesia. Dalam diplomasi publik, Pemerintah Indonesia melalui Kementerian Pariwisata menyampaikan pesan secara langsung dan/atau tidak langsung ke Negara Jepang untuk meningkatkan branding negara di sektor pariwisata. Sehingga penelitian ini akan menganalisis bagaimana Indonesia menerapkan diplomasi publiknya untuk menarik wisatawan Jepang dalam rangka waktu 2014 sampai 2016. Penelitian ini menggunakan teori Mark Leonard dalam pandangannya terhadap diplomasi publik dan Simon Anholt mengenai nation branding. pemerintah Indonesia dalam penelitian ini menggunakan Wonderful Indonesia sebagai merek pariwisata dalam menarik wisatawan Jepang. Meningkatnya tingkat kesadaran terhadap citra negara pariwisata Indonesia dapat diperoleh dengan mengadaptasi konsep Simon Anholt. Setelah menerapkan konsep Anholt, dapat ditunjukkan bahwa strategi bangsa Indonesia ialah menerapkan Kerangka Pemasaran, dan substansi yang dimaksud didefinisikan sebagai kebijakan Indonesia mengenai pariwisata. Kebijakan tersebut tercermin pada Undang-Undang Nomor 10 Tahun 2009. Kedua strategi dan substansi tersebut saling terkait untuk mewujudkan Wonderful Indonesia sebagai simbol tindakan. Branding Wonderful Indonesia dipandang sebagai cara yang efektif untuk menarik wisatawan mancanegara terutama turis Jepang. Tujuan dari branding Wonderful Indonesia adalah untuk meningkatkan kesadaran pariwisata Indonesia kepada masyarakat internasional, khususnya Jepang. Meningkatnya nation branding Indonesia dapat mempengaruhi jumlah turis Jepang di Indonesia. Keywords: Diplomasi Publik, Nation Branding, Pariwisata Indonesia, Wonderful Indonesia, Indonesia, Japan v ACKNOWLEDGEMENT Bismillahirrohmanirrohim Alhamdulillahirobbil ‘alamin Great gratitude send to Allah SWT, for the gracious blessing in helping me finishing this thesis entitled: “Attracting Incoming Japanese Tourist: The Failure of Indonesia Public Diplomacy in Promoting Wonderful Indonesia as a Nation Branding (2014-2016)”. This thesis is as a requirement in accomplishing the degree of Bachelor in the Faculty of Humanities, President University, Indonesia. I would like to thank all of those below mentioned and unmentioned, who have contributed to this research. First and foremost, thanks to my beloved parents, Brigjen Pol (P) Drs. H. Mohammad Nian Syafuddin, SH.M.Si and Hj. Arzaliea, for always praying and supporting me during the thesis writing. Without those, I will never finish the thesis. For my beloved sister Eka Puji Sukmasari, SH, my beloved brother in law Sandy Arifin, SH, my beloved brother Guntur Eka Putra Widya Dharma, A.Md, A.Md, and my beloved nephew Isra Maschel Arifin, Nasya Ashera Arifin, and Rafa Arnian Arifin. Thank you so much for your all support. I really love my family, and I am so proud of having you all! Second to both of my advisors, to Mr. Hendra Manurung, S.IP., MA and Mr. Riski M. Baskoro, MA, I would like to send my biggest gratitude for your support in guiding and assisting me in this research making process. Thank you for being patient spending time and energy for me in teaching me with all my weakness. I will never forget how inspiring it is for me seeing how great both of my advisors are. From the deepest of my heart, once again I would like to send my unlimited gratitude to both of you. Last but not least, to all lecturers in President University for all the knowledge given to me. I will make sure to make it useful in the future. Special thanks to my beloved Kae Riska Nurhayati, Rayang Dombret Amiriyanti, Mae Rahma Yustika Dewi, Jijiya Putri Dini Azizi, and as my third vi advisor for not only helping me, but also supporting me finishing my thesis as soon as possible. Whenever I get stuck, these girls is always there finding a way for me to continue writing my research Maybe without these girls, I would probably have given up and this thesis will never be finished. To my extraordinary girl group, Princess Disney: Juleha Rahmi Zuha Emdi, Cece Sindy Mega Rosita, Nci Mey Rika Melayana, Bocah Riani Septi Hertini, Sist Tumet Ulfa Dwinda Umar, Cae Nurfaesyah, Kae Riska Nurhayati, Rayang Dombret Amiriyanti, Mae Rahma Yustika Dewi, Jijiya Putri Dini Azizi. My girls who have been crazy with me for the whole 3,5 years. You guys cry whenever I cry, you laugh whenever I laugh, and that what is friendship all about. I hope this friendship last forever. Can’t wait to see us as the sexy young mommies walking down the street, holding hands with our handsome future husband who is carrying our baby strollers. Also thank you to my additional group members, my beloved Keluarga Cendana; Rama, Dwiki, Jeff, Abdul, Dustin, Pepeb, Dhani, and Jeky. You guys were entertaining when I felt down and also you guys must be the first person I was looking for, and you are always there for me. I hope all of us can be successful in the future. Amiin! My best friend since kinder garden, Rizki Amalia Ramadhani, Terry Dio Istiawan, Rosita, and Resha Bayu. Thanks for always gave me thousands of kinds of motivation to lift up my spirit during my research. My Friends in Thesis Struggle: Dian, Nurul, Fenny, Rina, Winny, Fanny, Widya, Tiffany, Faza, Corry, Mila, Sefa, Nanda, Safira, Stefan, Romi, Ario, Sara, Rike and Afif. Finally, the researcher surrenders everything to Allah SWT and hopes it will be a useful thing for the researcher herself and for all to improve educational
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