"Wonderful Indonesia" country marketing campaign - how visible Indonesia as a tourism destination for Europeans
- 10.2991/insyma-18.2018.44How to use a DOI?
- country marketing, tourism destination, soft diplomacy, interculturality
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.
- © 2018, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Slavomir Rudenko AU - Adi P. Tedjakusuma PY - 2018/03 DA - 2018/03 TI - "Wonderful Indonesia" country marketing campaign - how visible Indonesia as a tourism destination for Europeans BT - Proceedings of the 15th International Symposium on Management (INSYMA 2018) PB - Atlantis Press SP - 178 EP - 181 SN - 2352-5398 UR - https://doi.org/10.2991/insyma-18.2018.44 DO - 10.2991/insyma-18.2018.44 ID - Rudenko2018/03 ER -