Upaya Diplomasi Korea Selatan dalam Meningkatkan Wisatawan Indonesia melalui Korea Tourism Organization (2017 – 2023)

Abstract

This research aims to analyze South Korea's diplomatic efforts in increasing Indonesian tourists through the Korea Tourism Organization within the period of 2017 – 2023. The increasing interest of Indonesian tourists to visit South Korea in 2016, coupled with the widespread phenomenon of the Korean Wave in Indonesia, provides potential for South Korea to promote its tourism in Indonesia. This thesis utilizes public diplomacy theory with a multi-track method focusing on track one government and the concept of nation branding, employing qualitative descriptive research methods and secondary data collection techniques through documentation methods. The results of this research indicate that South Korea's efforts to increase Indonesian tourists through the Korea Tourism Organization from 2017 to 2023, by promoting South Korean tourism through activities organized by the South Korean government in collaboration with KTO including, visa policies for tourist groups to South Korea, Hallyu Star, Muslim Friendly Korea, E-book tourism guides to South Korea, Korea Culture & Travel Festival 2023, and utilizing digital media such as the KTO Instagram account (@ktoid), have been quite successful in increasing the number of Indonesian tourist visits from 2017 to 2023. Despite a significant decrease in 2020 and 2021 due to the COVID-19 pandemic, the South Korean government, in partnership with KTO, remains active in promoting and taking other initiatives, utilizing its public diplomacy through promotional activities. As a result of these efforts, there was a (76.7%) increase in the number of Indonesian tourist visits to South Korea. With this increase, the South Korean government continues its efforts in promoting and developing its tourism sector, as well as creating even better nation branding in Indonesia.