Diplomasi Publik Korea Tourism Organization (KTO) terhadap Indonesia pada Sektor Pariwisata tahun 2018 – 2019

Authors

  • Denissa Putri Aristyani
  • Tulus Yuniasih

Keywords:

public diplomacy, soft power, South Korea tourism, Korea Tourism Organization (KTO), Indonesia

Abstract

This study aims to analyze the Korean Tourism Organization (KTO) public diplomacy efforts towards Indonesia in the tourism sector, especially in promoting South Korean tourism in 2018 - 2019. The preliminary research showed a decrease in the number of foreign tourists visiting South Korea in 2017 due to the Chinese economic boycott related to the THAAD (Terminal High Altitude Area Defense) dispute that encouraged South Korea to expand its foreign tourist market to Southeast Asia, including Indonesia. South Korea in its efforts to attract foreign tourists from Indonesia is represented by the Korea Tourism Organization (KTO). The type of this study is qualitative by using secondary data. To analyze KTO public diplomacy efforts towards Indonesia, the author uses the concept of public diplomacy and tourism. The concept of public diplomacy is the main concept used by the author to analyze KTO efforts, especially in terms of the implementation and objectives, while the concept of tourism is used to analyze the components of tourism that are promoted by KTO. The results of this study indicate that KTO carries out its public diplomacy through daily communication, strategic communication, and relationship building with the use of soft power. In the implementation of its public diplomacy, KTO promotes the three main components in tourism namely attractiveness, accessibility and accommodation through tourism and cultural events, digital media namely microsite and Instagram, and advertisement campaign with the star of Hallyu, EXO.

References

Cho, Yun Y. (2012). “Public Diplomacy and South Korea’s Strategies.” The Korean Journal of International Studies 10 (2): 275-296.
Garcia, Pablo J & Marcelino S. Rivero. (2015). “Does Tourism Growth Influence Economic Development?” Journal of Travel Research. https://www.researchgate.net/publication/274529354_Does_Tourism_Growth_Influence_Economic_Development diakses 02 April 2020.
Halal Restaurant Week Korea. “About Event.” http://www.hrwkorea.or.kr/info/info.php diakses pada 27 Mei 2020.
Hidriyah, Siti. “Penguatan Kerja Sama Ekonomi Indonesia-Korea Selatan”. Majalah Info Singkat DPR RI Vol. IX, No. 06/II/Puslit/Maret/2017.
IDN Times. (2018, 28 Agustus). “Pertama di Indonesia, Korea Travel Fair Berikan Paket Spesial Liburan.” https://www.idntimes.com/travel/destination/reza-iqbal/pertama-di-indonesia-korea-travel-fair-berikan-paket-spesial-liburan/3 diakses pada 27 Mei 2020.
Iosifidis, Petros & Mark Wheeler. (2016). Public Diplomacy 2.0 and the Social Media. Public Spheres and Mediated Social Networks in the Western Context and Beyond. https://www.researchgate.net/publication/303097870_Public_Diplomacy_20_and_the_Social_Media diunduh pada 30 Mei 2020.
Jakarta Globe. (2018, 08 Mei). “Hallyu: Surfin' the Korean Wave in Indonesia.” https://jakartaglobe.id/lifestyle/riding-the-wave-of-south-korean-pop-culture-in-indonesia/ diakses 02 April 2020.
Kim, Hwajung. (2017). “Bridging the Theoretical Gap between Public Diplomacy and Cultural Diplomacy”. The Korean Journal of International Studies 15 (2): 293-326.
Kompas. (2015, 23 April) “Siap-Siap, Festival Korea Segera Hadir di Jakarta!” https://travel.kompas.com/read/2015/04/23/133351427/Siap-Siap.Festival.Korea.Segera.Hadir.di.Jakarta diakses 17 April 2020.
Kompas. (2018, 27 September). “Korea Festival Digelar Sepanjang Oktober, Ini Rangkaian Acara Serunya.” https://travel.kompas.com/read/2018/09/27/190700327/korea-festival-digelar-sepanjang-oktober-ini-rangkaian-acara-serunya diakses 17 April 2020.
Korea Net. (2018, 01 Juni). “KTO Jakarta to issue more visas.” http://www.korea.net/NewsFocus/HonoraryReporters/view?articleId=159736 diakses pada 28 Mei 2020.
KTO Jakarta. (2018, 02 Juli). “EXO Ditunjuk Menjadi Duta Kehormatan Pariwisata Korea 2018.” https://www.visitkorea.or.id/article/korea-exo-ditunjuk-menjadi-duta-kehormatan-pariwisata-korea-2018 diakses pada 31 Mei 2020.
KTO Jakarta. (2018, 09 Mei). “#AkudanKorea: Mudahnya Jalan-Jalan di Korea!” https://www.visitkorea.or.id/article/akudankorea-mudahnya-jalan-jalan-di-korea diakses pada 30 Mei 2020.
KTO Jakarta. (2018, 12 Juli). “Halal Restaurant Week Korea 2018.” https://www.visitkorea.or.id/article/halal-restaurant-week-korea-2018 diakses pada 27 Mei 2020.
KTO Jakarta. (2018, 21 Agustus). “Korea Travel Fair akan Digelar untuk Pertama Kalinya.” https://www.visitkorea.or.id/article/korea-travel-fair-akan-digelar-untuk-pertama-kalinya- diakses pada 27 Mei 2020.
KTO London. (2018, 05 September). “Korea Tourism Organization Launches International Marketing Campaign Starring K-pop Supergroup EXO.” https://gokorea.co.uk/korea-tourism-organization-launches-international-marketing-campaign-starring-k-pop-supergroup-exo/ diakses pada 27 Mei 2020.
KTO. “Statistics of Arrivals & Departures by Item.” https://kto.visitkorea.or.kr/eng/tourismStatics/keyFacts/KoreaMonthlyStatistics.kto diakses pada 08 April 2020.
KTO. “Strategies.” https://kto.visitkorea.or.kr/eng/overview/About/strategies.kto diakses pada 09 Mei 2020.
KTO. “Tapping on A New Markets Overseas.” https://kto.visitkorea.or.kr/eng/divisions.kto diakses pada 08 Mei 2020.
Kumparan. (2018, 13 Agustus). “KTO Rilis Video Promosi Pariwisata Korea yang Dibintangi EXO.” https://kumparan.com/kumparank-pop/kto-rilis-video-promosi-pariwisata-korea-yang-dibintangi-exo-1533814983435186682/full diakses pada 27 Mei 2020.
Leonard, Mark. (2002). Public Diplomacy. London: The Foreign Policy Centre.
Liputan 6. (2019, 12 Maret). “Yuk, Jelajahi Korea dengan Gaya Pribadi Bersama Aku dan Korea.” https://www.liputan6.com/lifestyle/read/3915039/yuk-jelajahi-korea-dengan-gaya-pribadi-bersama-aku-dan-korea diakses pada 30 Mei 2020.
Medcom.id. (2017, 07 September). “Indonesia Disebut jadi Buruan Jepang, Tiongkok dan Korsel” https://www.medcom.id/ekonomi/globals/xkErRE3K-indonesia-disebut-jadi-buruan-jepang-tiongkok-dan-korsel diakses pada 25 Juli 2020.
Meick, Ethan. et. al. (2017). China’s Response to U.S.-South Korean Missile Defense System Deployment and its Implications. U.S.-China Economic and Security Review Commission Research Report. https://www.uscc.gov/sites/default/files/Research/Report_China's%20Response%20to%20THAAD%20Deployment%20and%20its%20Implications.pdf diunduh pada 02 April 2020.
OECD. (2018). OECD Tourism Trends and Policies 2018. https://www.oecd.org/cfe/tourism/2018-Tourism-Trends-Policies-Highlights-ENG.pdf diunduh pada 03 April 2020.
OECD. (2020). OECD Tourism Trends and Policies 2020. https://www.oecd.org/cfe/tourism/OECD-Tourism-Trends-Policies%202020-Highlights-ENG.pdf diakses pada 07 Mei 2020.
PR Newswire Asia. (2019, 08 Agustus). “Halal Restaurant Week Korea 2019 is coming - the best time to visit Muslim-friendly Korea.” https://en.prnasia.com/releases/apac/-halal-restaurant-week-korea-2019-is-coming-the-best-time-to-visit-muslim-friendly-korea-256085.shtml diakses pada 29 Mei 2020.
Republika. (2018, 25 September). “Korea Festival 2018 Digelar Oktober Mendatang.” https://www.republika.co.id/berita/nasional/umum/18/09/25/pfm84v349-korea-festival-2018-digelar-oktober-mendatang diakses pada 30 Mei 2020.
SBS. (2018, 25 Juni). “EXO appointed honorary ambassadors of Korean tourism.” https://www.sbs.com.au/popasia/blog/2018/06/25/exo-appointed-honorary-ambassadors-korean-tourism diakses pada 27 Mei 2020.
Sindo News. (2018, 06 Mei). “Korea Tourism Organization Luncurkan Kampanye #AKUDANDKOREA.” https://lifestyle.sindonews.com/berita/1303450/156/korea-tourism-organization-luncurkan-kampanye-akudandkorea diakses pada 31 Mei 2020.
The Korea Bizwire. (2017, 20 September). “Tourism Authorities to Hold Series of Festivals to Attract International Visitors., http://koreabizwire.com/tourism-authorities-to-hold-series-of-festivals-to-attract-international-visitors/95964 diakses pada 31 Mei 2020.
The Korea Herald. (2017, 18 Desember). “Korea aims to attract more tourists from Southeast Asia.” http://www.koreaherald.com/view.php?ud=20171218000993 diakses pada 02 April 2020.
The Korea Times. (2017, 01 Mei). “Korea pursues two-track strategy in tourism.” http://www.koreatimes.co.kr/www/culture/2020/02/141_228628.html diakses pada 02 April 2020.
TTG Asia. (2019, 04 September). “Halal Restaurant Week spotlights South Korea’s growing Muslim-friendly dining scene.” https://www.ttgasia.com/2019/09/04/halal-restaurant-week-spotlights-south-koreas-growing-muslim-friendly-dining-scene/ diakses pada 29 Mei 2020.
UNTWO. (2018). Tourism for Development – Volume I: Key Areas for Action. https://www.e-unwto.org/doi/pdf/10.18111/9789284419722 diunduh pada 02 April 2020.

Downloads

Published

2021-07-13

How to Cite

Aristyani, D. P., & Yuniasih, T. (2021). Diplomasi Publik Korea Tourism Organization (KTO) terhadap Indonesia pada Sektor Pariwisata tahun 2018 – 2019. Balcony, 5(1), 85–98. Retrieved from https://jom.fisip.budiluhur.ac.id/index.php/balcony/article/view/236

Issue

Vol. 5 No. 1 (2021)

Section

Articles

License

In submitting the manuscript to the Balcony (Budi Luhur Journal of Contemporary Diplomacy) , the authors certify that:

  • They are authorized by their co-authors to enter into these arrangements.
  • The work described has not been formally published before, except in the form of an abstract or as part of a published lecture, review, thesis, or overlay journal.
  • That it is not under consideration for publication elsewhere,
  • The publication has been approved by the author(s) and by responsible authorities – tacitly or explicitly – of the institutes where the work has been carried out.
  • They secure the right to reproduce any material that has already been published or copyrighted elsewhere.
  • They agree to the following license and copyright agreement.

License and Copyright Agreement

Authors who publish with Balcony (Budi Luhur Journal of Contemporary Diplomacy) agree to the following terms:

  1. Authors retain copyright and grant the Balcony (Budi Luhur Journal of Contemporary Diplomacy) right of first publication with the work simultaneously licensed under Creative Commons Attribution License (CC BY 4.0) that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
  2. Authors can enter into separate, additional contractual arrangements for the non-exclusive distribution of the Balcony (Budi Luhur Journal of Contemporary Diplomacy) published version of the work (e.g., post it to an institutional repository or edit it in a book), with an acknowledgment of its initial publication in this journal.
  3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) before and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.