KAMPANYE WONDERFUL INDONESIA SEBAGAI STRATEGI DIPLOMASI PUBLIK DIGITAL INDONESIA DI AUSTRALIA PASCA PANDEMI COVID-19
Kata Kunci:
citra destinasi, diplomasi publik digital, nation branding, wonderful Indonesia, soft powerAbstrak
Penelitian ini menganalisis peran kampanye Wonderful Indonesia sebagai strategi diplomasi publik digital dalam membangun citra positif Indonesia di Australia pada masa pemulihan pascapandemi COVID-19 tahun 2022-2024. Analisis memadukan konstruktivisme, soft power, nation branding, dan citra destinasi untuk menjelaskan pembentukan makna melalui representasi digital. Penelitian menggunakan pendekatan kualitatif deskriptif dan analisis konten terhadap unggahan terpilih pada Instagram, YouTube, serta laman resmi Wonderful Indonesia, yang ditriangulasi dengan dokumen pemerintah, statistik pariwisata, dan literatur akademik. Hasil penelitian menunjukkan bahwa visual alam terbuka, narasi relaksasi, keamanan, dan kesiapan destinasi secara konsisten membingkai Indonesia sebagai tujuan wisata yang tenang, ramah, dan relevan bagi preferensi wisatawan Australia. Namun, komunikasi masih dominan satu arah, kurang terlokalisasi, dan belum mengukur perubahan sikap audiens. Kampanye ini karena itu lebih kuat sebagai instrumen proyeksi citra daripada pembangunan relasi dialogis.
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