UPAYA NATION BRANDING KOREA SELATAN MEMANFAATKAN KOREAN WAVE MELALUI IMAGINE YOUR KOREA TAHUN 2016-2018

• Main Author: Fani Amelia Putri, (Author)
• Format: Book
• Published: 2021-12-17.
• Subjects: Thesis; NonPeerReviewed
• Online Access: Link Metadata
• Notes: http://repository.upnvj.ac.id/15775/1/ABSTRAK.pdf; http://repository.upnvj.ac.id/15775/38/AWAL.pdf; http://repository.upnvj.ac.id/15775/27/BAB%201.pdf; http://repository.upnvj.ac.id/15775/26/BAB%202.pdf; http://repository.upnvj.ac.id/15775/25/BAB%203.pdf; http://repository.upnvj.ac.id/15775/24/BAB%204.pdf; http://repository.upnvj.ac.id/15775/23/BAB%205.pdf; http://repository.upnvj.ac.id/15775/18/BAB%206.pdf; http://repository.upnvj.ac.id/15775/32/DAFTAR%20PUSTAKA.pdf; http://repository.upnvj.ac.id/15775/35/RIWAYAT%20HIDUP.pdf; http://repository.upnvj.ac.id/15775/37/HASIL%20PLAGIARISME.pdf; http://repository.upnvj.ac.id/15775/12/ARTIKEL%20KI.pdf
• Keywords: JZ International relations

The term and activity of nation branding has now been widely used and carried out by countries in the world with the aim of forming international public opinion against a country. South Korea is one of the countries in East Asia which is famous for its popular culture, namely the Korean Wave. However, in line with the globalization of South Korean culture, this has not sufficiently affected the country's image because in 2008 South Korea experienced a decline in its ranking on the nation brand index. This study aims to analyze South Korea's nation branding efforts in utilizing the Korean Wave in the tourism sector through the 2016-2018 Imagine Your Korea program. These efforts were made to increase the ranking of South Korea, which experienced a drastic decline and increase the number of South Korean tourists, which also experienced a decline due to the conflict with China. South Korea is making nation branding efforts because there are still many international publics who think that South Korea and North Korea are the same country. With the method used is descriptive qualitative using primary and secondary data sources, this study will analyze how the South Korean government's strategy in carrying out nation branding in the tourism sector through the Imagine Your Korea tourism brand. Based on the concept of a nation brand strategy by Keith Dinnie, the results of this study show the success in the nation branding efforts carried out by South Korea in shaping the identity of South Korea as a major tourist destination for the international public by promoting Imagine Your Korea which shows the beauty of South Korea.