Strategi Nation Branding Malaysia dalam Penggalakan Pariwisata Medis terhadap Publik Indonesia
Abstrak
Penelitian ini bertujuan untuk mengetahui strategi nation branding Malaysia dalam menggalakan industri pariwisata medis terhadap publik Indonesia. Dalam menguraikan strategi nation branding Malaysia, peneliti menggunakan konsep elemen strategi nation branding oleh Keith Dinnie (2015) yang terdiri dari nation-brand advertising; public relations; online branding, social media, and mobile application; customer and citizen relationship management; nation-brand ambassadors; internal brand management; diaspora mobilization; nation days; the naming of nation-brands; performance measurements; dan institution involved in nations branding. Penelitian ini menggunakan desain penelitian kualitatif deskriptif dengan data yang didapatkan bersumber pada studi pustaka dan wawancara. Dalam penelitian ini ditemukan bahwa Malaysia melakukan berbagai strategi khusus yang ditujukan kepada publik Indonesia. Dari seluruh elemen strategi, kecuali elemen nation-brand advertising dan diaspora mobilization, sepuluh elemen strategi lainnya berperan dominan dalam keberlangsungan penggalakan pariwisata medis Malaysia terhadap publik Indonesia.
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DOI: https://doi.org/10.24198/padjir.v4i2.40092
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