Cluster Analysis of Visitor Perceptions Toward Indonesia’s Tourism Marketing Mix in Dubai

Tourism has become a significant sector in Indonesia's economy since 2019. Indonesia has a tourism brand managed by the Ministry of Tourism and Creative Economy (Kemenparekraf) called "Wonderful Indonesia." Since its launch in 2011 and its promotion in 2015 until the present, Indonesian tourism, especially the Wonderful Indonesia brand, has received various national and international awards. These accolades can be attributed to the marketing communication and branding efforts carried out by Kemenparekraf. There is a concept called place branding, where "Wonderful Indonesia" is applied to brand Indonesian tourism. This research aims to understand the implementation of the tourism place branding concept in the marketing communication and branding efforts of Wonderful Indonesia. This research utilizes integrated marketing communication, branding, and place branding. The research adopts a constructivist paradigm with a qualitative descriptive method. Data collection involved interviewing representatives from Kemenparekraf who were involved in marketing communication and branding activities for Wonderful Indonesia. The data was then coded and analyzed. The research findings reveal that Kemenparekraf employs marketing communication strategies, incorporating Integrated Marketing Communication (IMC) components, and implements branding in line with the place branding concept. The study identifies that the branding implementation fulfills the 10 Strategic Place Brand Management Model components: brand infrastructure, stakeholder management (engagement), brand leadership, articulation, architecture, communication, identity, experience, word-of-mouth, and evaluation. Kemenparekraf also effectively implements an integrated marketing communication (IMC) approach by utilizing various tools, such as advertising, promotion, sponsorships, marketing events, experiential marketing, product placement, branded content, packaging, trade shows and fairs, personal selling, direct marketing, and public relations.

This research analyzes the sentiment of Twitter users regarding tourism in Indonesia using the keyword "wonderful Indonesia" as the tourism promotion identity. The aim of this study is to gain a deeper understanding of the public sentiment towards "wonderful Indonesia" through social media data analysis. The novelty obtained provides new insights into valuable information about Indonesian tourism for the government and relevant stakeholders in promoting Indonesian tourism and enhancing tourist experiences. The method used is tweet analysis and classification using the K-nearest neighbor (KNN) algorithm to determine the positive, neutral, or negative sentiment of the tweets. The classification results show that the majority of tweets (65.1% out of a total of 14,189 tweets) have a neutral sentiment, indicating that most tweets with the "wonderful Indonesia" tagline are related to advertising or promoting Indonesian tourism. However, the percentage of tweets with positive sentiment (33.8%) is higher than those with negative sentiment (1.1%). This study also achieved training results with an accuracy rate of 98.5%, precision of 97.6%, recall of 98.5%, and F1-score of 98.1%. However, reassessment is needed in the future as Twitter users' sentiment can change along with the development of Indonesian tourism itself.

This research analyzes the sentiment of Twitter users regarding tourism in Indonesia using the keyword "wonderful Indonesia" as the tourism promotion identity. This study aims to gain a deeper understanding of the public sentiment towards "wonderful Indonesia" through social media data analysis. The novelty obtained provides new insights into valuable information about Indonesian tourism for the government and relevant stakeholders in promoting Indonesian tourism and enhancing tourist experiences. The method used is tweet analysis and classification using the K-nearest neighbor (KNN) algorithm to determine the positive, neutral, or negative sentiment of the tweets. The classification results show that the majority of tweets (65.1% out of a total of 14,189 tweets) have a neutral sentiment, indicating that most tweets with the "wonderful Indonesia" tagline are related to advertising or promoting Indonesian tourism. However, the percentage of tweets with positive sentiment (33.8%) is higher than those with negative sentiment (1.1%). This study also achieved training results with an accuracy rate of 98.5%, precision of 97.6%, recall of 98.5%, and F1-score of 98.1%. However, reassessment is needed in the future as Twitter users' sentiments can change along with the development of Indonesian tourism itself.

This research analyzes the sentiment of Twitter users regarding tourism in Indonesia using the keyword "wonderful Indonesia" as the tourism promotion identity. The aim of this study is to gain a deeper understanding of the public sentiment towards "wonderful Indonesia" through social media data analysis. The novelty obtained provides new insights into valuable information about Indonesian tourism for the government and relevant stakeholders in promoting Indonesian tourism and enhancing tourist experiences. The method used is tweet analysis and classification using the K-nearest neighbor (KNN) algorithm to determine the positive, neutral, or negative sentiment of the tweets. The classification results show that the majority of tweets (65.1% out of a total of 14,189 tweets) have a neutral sentiment, indicating that most tweets with the "wonderful Indonesia" tagline are related to advertising or promoting Indonesian tourism. However, the percentage of tweets with positive sentiment (33.8%) is higher than those with negative sentiment (1.1%). This study also achieved training results with an accuracy rate of 98.5%, precision of 97.6%, recall of 98.5%, and F1-score of 98.1%. However, reassessment is needed in the future as Twitter users' sentiment can change along with the development of Indonesian tourism itself.

This study aims to determine the role of the Wonderful Indonesia branding promotion at the Asean Tourism Forum (ATF) in improving tourism in Indonesia. The ASEAN Tourism Forum (ATF) is regional cooperation that seeks to promote the ASEAN region as an international tourist destination.The research method used is a qualitative method through literature reviews on official government documents, scientific articles, and news.The results show that the ASEAN Tourism Forum (ATF) is a means or media for Indonesia to attract foreign investors to invest or invest in cooperation in developing tourism in Indonesia, as well as the Wonderful Indonesia branding promotion media to attract foreign tourists to tourist destinations in Indonesia. Indonesia. The Indonesian government takes advantage of ATF activities, namely the ASEAN Tourism Marketing Strategic (ATMS), TRAVEX, and the ATF award for the best destinations in ASEAN to boost the prestige of Indonesian tourism.AbstractThis study aims to determine the role of the Wonderful Indonesia branding promotion at the Asean Tourism Forum (ATF) in improving tourism in Indonesia. The ASEAN Tourism Forum (ATF) is regional cooperation that seeks to promote the ASEAN region as an international tourist destination.The research method used is a qualitative method through literature reviews on official government documents, scientific articles, and news.The results show that the ASEAN Tourism Forum (ATF) is a means or media for Indonesia to attract foreign investors to invest or invest in cooperation in developing tourism in Indonesia, as well as the Wonderful Indonesia branding promotion media to attract foreign tourists to tourist destinations in Indonesia. Indonesia. The Indonesian government takes advantage of ATF activities, namely the ASEAN Tourism Marketing Strategic (ATMS), TRAVEX, and the ATF award for the best destinations in ASEAN to boost the prestige of Indonesian tourism.Keywords : Branding Promotion, ASEAN Tourism Forum (ATF), Wonderful Indonesia

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 did Indonesia implement 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.

Formal education at Vocational High School (SMK) plays a crucial role as the final stage of secondary education, providing vocational education and skill training for students. The target partner of this Community Service activity is the students of SMKN 7 Kota Bandung, who face a lack of education in landscape photography, a skill increasingly in demand in the current digital era. The art of photography serves as a primary attraction, especially in the context of tourism that relies on visualization to enhance public interest. Students of SMKN 7 Bandung, representing the Generation Z as the nation's successors, play a crucial role as ambassadors of 'Wonderful Indonesia's tourism. In this era of information and technology, Generation Z has the potential to become the main drivers in promoting the natural beauty and cultural richness of Indonesia through photography. Through this workshop, it is expected that students, as Generation Z, can understand the importance of their role as tourism ambassadors. They are anticipated to harness their creative potential in landscape photography, utilizing social media as a platform to share the beauty of Indonesia's nature and cultural wealth. Thus, SMKN 7 Bandung becomes not only a center for vocational education but also a key pillar in shaping the image of 'Wonderful Indonesia' through the creative and innovative eyes of Generation Z.

This paper analyzes the strategy of the Indonesian government in implementing the Wonderful Indonesia digital diplomacy program. This paper is analyzed using the concepts of digital diplomacy, multitrack diplomacy, and nation branding. The selection of these three concepts is due to the existence of Wonderful Indonesia as a tagline for Indonesian tourism branding which can be categorized as part of Indonesia's soft diplomacy. Meanwhile, the Indonesian government's strategies to attract foreign tourists were carried out by involving several shareholders which were in line with the concept of multitrack diplomacy. This research uses descriptive qualitative method or literature study. The purpose of this study is to analyze the strategy of the Indonesian government in promoting Indonesian tourism through digital diplomacy. This research provides an overview of Wonderful Indonesia and its marketing through digital media and other media and communications and ensures that Indonesia's tourism developments in 2011, 2013, 2015, 2017, and 2019. Based on the research results, it can be said that the Indonesian government, especially the Indonesian Ministry of Tourism and Creative Economy, by utilizing digital media as a means of diplomacy is considered to be time efficient and able to reach the market and echo the Wonderful Indonesia promotional message in the international sphere.

Tourism is the leading sector in the largest foreign exchange earner after the palm oil industry. The prospects for growth in Indonesian tourism are strongly supported by cultural diversity and local wisdom that characterizes the nation. The achievement of tourism must be dashed due to the impact of the Covid-19 pandemic which caused a decrease in tourist visits in the January-June 2020 period by 59.86 percent. This study aims to examine the cultural diplomacy strategy through the nation branding wonderful Indonesia in order to restore national tourism in the new normal era. The method used in this research is literature study using secondary data support. The results of the discussion show that efforts to promote the nation's culture and local wisdom have long been reflected in the Wonderful Indonesia logo brand which was then officially designated as the master tourism brand in 2016. Wonderful Indonesia reflects the nation's commitment to the quality of tourist destinations in Indonesia. The cultural diplomacy approach in the nation branding wonderful Indonesia was then adapted to a new pattern through the digitalization of tourism which involved public diplomacy and digital diplomacy. The transformation of the logo brand has also changed with a new slogan in the form of toughtful Indonesia which is in line with the call to carry out activities from home only. The digitalization of tourism encourages the existence of new normal tourism which then creates a new tourism activity transformation in the form of solo travel activities, virtual reality tourism, and staycation. Keywords : Cultural diplomacy, Wonderful Indonesia, New Normal Tourism DOI : https://doi.org/10.33005/jgp.v9i1.2409

Globalization has had a significant impact on the development of world tourism. Technological developments in globalization have caused a shift in the industry paradigm from conventional industries to industry 4.0. From industry 4.0, the concept of tourism 4.0 emerged. Today, more and more countries are beginning to follow the concept of tourism 4.0 to develop their tourism industry to the international level. Indonesia is one of the countries implementing the 4.0 tourism concept as a strategy to develop its tourism industry through the Wonderful Indonesia nation branding. The tourism strategy 4.0 undertaken by Indonesia seeks to engage millennial to contribute to developing the Wonderful Indonesia branding nation. The aim is to increase the tourism market at both the domestic and international level. This article reviews more about Indonesia's tourism strategy 4.0 and the role of millennial in the Wonderful Indonesia nation branding 2016-2019.Keywords: Tourism 4.0 Strategy, the Role of Millennial, Nation Branding DOI : https://doi.org/10.33005/jgp.v7i02.1826

Media portrayal has implications for the position of places in the growing regional and international competition for various resources such as tourism, investments and businesses. Public relations campaigns are one of the instruments to counter negative perception and proactively promote a positive image of a place. This research aims to analyze the image of Indonesian tourism brand ‘Wonderful Indonesia’. It focuses on the news from online mainstream media in 16 countries; namely the main target market of Indonesian tourism. News saliency in terms of visibility and sentiment indicate how the media see the tourism brand ‘Wonderful Indonesia’ and the destinations as well. Content analysis was conducted on 336 news articles posted in 4 (four) months. This research also compared ‘Wonderful Indonesia’ with tourism brands belonging to Malaysian (‘Truly Asia’) and Thailand (‘Amazing Thailand’). Less than half of the online news is relevant with the country’s tourism brand and is concentrated within 3 (three) countries: Singapore, Australia and the United Kingdom. The same tendency was also found in other brands, indicating that news placement and news making was not the game in town when it comes to marketing and PR–ing tourism brand

Indonesia’s tourism sector has experienced remarkable growth, establishing itself as a vital contributor to the national economy. The "Wonderful Indonesia" branding initiative reflects the government's strategic efforts to promote the country's diverse natural, cultural, and artificial attractions. This study investigates the influence of marketing mix strategies on tourists’ revisit intention in Sade Village, a traditional Sasak tourism village located in Central Lombok. Employing a mixed-method approach, this research integrates both qualitative and quantitative techniques. Primary data were collected through in-depth interviews with key stakeholders and structured questionnaires administered to 100 tourists, encompassing both domestic and international visitors. The data were processed using SPSS and SmartPLS software to conduct descriptive analysis and structural equation modeling, respectively. The results reveal significant perceptual differences in how local and foreign tourists evaluate the marketing mix elements. Specifically, international tourists rated product, pricing, and physical evidence more favorably, while domestic tourists demonstrated a higher revisit intention. These findings suggest that an optimized marketing mix plays a critical role in enhancing tourist loyalty and sustaining destination competitiveness. Furthermore, the study emphasizes the need for tailored marketing strategies that cater to the unique preferences and expectations of different tourist segments. The research contributes to the academic discourse on marketing in tourism by highlighting the differential impact of marketing mix elements on various visitor groups. Its novelty lies in contextualizing these dynamics within a culturally rich, rural tourism setting, offering practical insights for stakeholders aiming to foster sustainable tourism development through more strategic and inclusive marketing efforts.

Tourism is one of the most important sectors supporting the economy of Indonesia. One way to develop the Indonesian tourism is strengthening the image of Indonesia in the world. To strengthen the image, Indonesia has replaced the old brand, “Visit Indonesia”, and launched a new brand, “Wonderful Indonesia”. Besides the logo, in order to campaign “Wonderful Indonesia,” some television commercials have been launched. An advertising, which creates a powerful image, not only has a great power to influence the viewers but can also be a double-edged sword. Advertising can become a mirror of reality, but it can also become a distorted mirror of reality. A similar case happens with Wonderful Indonesia television commercial, which was released early in 2012 by the Ministry of Tourism and Creative Economy. The television commercial is considered to have distorted the image of Indonesia in the world by displaying only the culture, society, and nature of Java and Bali. Meanwhile, the other Wonderful Indonesia television commercial, “Feeling is Believing,” which was launched by Indonesia Tourism Board in 2012 considered to have become quite successful framing the beauty, and diversity of the cultures, communities, regions, and natures of Indonesia. Learning from the mistakes, and considering the importance of an image, the future Wonderful Indonesia television commercial should be dealt more carefully. The image that is proper to represent Indonesia, the visual signifier should reflect the intended signified precisely.

Wonderful Indonesia brand was designed to strengthen the competitiveness of Indonesia tourism abroad. Wonderful Indonesia collaborates with the Ubud Writers & Readers Festival to support the implementation of an international event in Ubud, Bali. This festival brings about 25.000 local and foreign visitors. This study aimed to determine the extent Wonderful Indonesia brand was recognized by foreign tourists visiting the Ubud Writers & Readers Festival. The method used was descriptive quantitative. During five days of research at the festival, it was found that as many as 8% of the visitors did not know the Wonderful Indonesia brand, while 52% already knew it. This findings has practical implication in which more efforts could be done in order for the Wonderful Indonesia brand reach more foreign visitors.

This study aims to determine the role of the Wonderful Indonesia branding promotion at the Asean Tourism Forum (ATF) in improving tourism in Indonesia. The ASEAN Tourism Forum (ATF) is regional cooperation that seeks to promote the ASEAN region as an international tourist destination.The research method used is a qualitative method through literature reviews on official government documents, scientific articles, and news.The results show that the ASEAN Tourism Forum (ATF) is a means or media for Indonesia to attract foreign investors to invest or invest in cooperation in developing tourism in Indonesia, as well as the Wonderful Indonesia branding promotion media to attract foreign tourists to tourist destinations in Indonesia. Indonesia. The Indonesian government takes advantage of ATF activities, namely the ASEAN Tourism Marketing Strategic (ATMS), TRAVEX, and the ATF award for the best destinations in ASEAN to boost the prestige of Indonesian tourism.Keywords : Branding Promotion, ASEAN Tourism Forum (ATF), Wonderful Indonesia