“Wonderful Indonesia” country marketing campaign – how visible Indonesia as a tourism destination for Europeans

Rudenko, Slavomir and Tedjakusuma, Adi Prasetyo (2018) “Wonderful Indonesia” country marketing campaign – how visible Indonesia as a tourism destination for Europeans. In: The 15th International Symposium on Management (INSYMA 2018), March 1st 2018, Chonburi, Thailand.

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Abstract

Even though the campaign has been intensively presented in Indonesia and throughout the world as the main marketing campaign for Indonesian tourism, it remains questionable in how successful the campaign is in attracting more potential international tourists to visit Indonesia. Out of a general examination of the country marketing campaign, its contents and position in the contemporary international marketing approach, the aim of this study was to concentrate on the visibility and the outreach of the marketing campaign in Europe, most notably in Slovakia as a rather Europe's less populous nation. The paper examined the approaches, the challenges and the results of the campaign in a geographically far away region with historically very limited prior bilateral affiliation. Thus, the majority of activities towards a better visibility of Indonesia are initiated and/or conducted almost purely by its official diplomatic representation in the host country.

Item Type:	Conference or Workshop Item (Paper)
Uncontrolled Keywords:	country marketing, tourism destination, soft diplomacy, interculturality
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Faculty of Business and Economic > Department of Management
Depositing User:	Adi Tedjakusuma
Date Deposited:	08 Mar 2022 06:49
Last Modified:	02 Oct 2023 08:07
URI:	http://repository.ubaya.ac.id/id/eprint/41484

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