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Abstrak Kajian Nation Branding dalam Event INAFEST 2017 di Shanghai Tiongkok, diawali dengan permasalahan kurang gaungnya penyelenggaraan pariwisata internasional ini bagi masyarakat Indonesia. Karena itu, tujuan penelitian ini adalah untuk menganalisis proses nation branding INAFEST 2017 melalui tema Wonderful Indonesia di Shanghai Tiongkok. Metode penelitian, menggunakan studi kasus eksploratif untuk mendeskripsikan tahap penyelenggaraan INAFEST 2017 melalui observasi lapangan dan wawancara mendalam dengan para narasumber seperti Kemenpar RI, Kemerindag RI, Duta Besar RI di Tiongkok, Konjen RI, Inacham, Di Shanghai – Tiongkok. Hasil penelitian menunjukkan bahwa nation branding pariwisata Indonesia yaitu Wonderful Indonesia dalam INAFEST 2017 dapat diterima dengan positif di  Tiongkok karena menerapkan konsep public diplomacy yang terbuka, jemput bola, dan berbaur dengan masyarakat domestik Tiongkok. Secara prinsip cultural  melalui  produk budaya tradisional yang dikemas modern pun dapat meraih investment Negara Tiongkok dan dunia internasional dengan tingkat kunjungan 2 juta orang ke Indonesia pertahun, meski masih di bawah Malaysia dan Thailand. Meski kendala bahasa dan budaya kerap terjadi, namun, Wonderful Indonesia telah mampu menjadi perhatian dunia dengan diraihnya rangking pertama dalam inbound Tiongkok ke Indonesia. Rekomendasi penelitian, pemerintah harus meningkatkan promosi dan kebijakan proaktif lainnya, agar nation branding pariwisata Indonesia dapat sejajar dengan Negara Asia, juga  internasional. Abstract The Nation Branding Study at the 2017 INAFEST Event in Shanghai, China, began with the problem of the lack of international tourism organization for the people of Indonesia. Therefore, the purpose of this study is to analyze the INAFEST 2017 nation branding process through the theme of Wonderful Indonesia in Shanghai China. The research method, uses exploratory case studies to describe the stages of organizing INAFEST 2017 through field observations and in-depth interviews with speakers such as the Ministry of Religion of the Republic of Indonesia, the Ministry of Industry and Trade, the Indonesian Ambassador in China, the Republic of Indonesia, the Kinjen RI, Inchamber, and Kadin in Jakarta and Shanghai-China. The results showed that Indonesia's tourism nation branding namely Wonderful Indonesia in INAFEST 2017 can be received positively in China because it applies the concept of open public diplomacy, ball pick-up, and mingling with Chinese domestic communities. In principle, culture through traditional products that are packaged in a modern way can achieve investment in China and the international world with a rate of 2 million people visiting Indonesia annually, although it is still below Malaysia and Thailand. Although language and cultural barriers often occur, however, Wonderful Indonesia has been able to become the world's attention by achieving the first rank in China inbound to Indonesia. Research recommendations, the government must increase promotion and other proactive policies, so that Indonesia's tourism of nation branding can be aligned with other Asian countries, as well as internationally.

Analisis Nation Branding Pariwisata Indonesia Dalam INAFEST 2017 Di Shanghai Tiongkok