Strategi Nation Branding Pemerintah Kenya melalui Program “Magical Kenya” dalam Pemulihan Citra Internasional Pasca Pandemi COVID-19 (2020–2025)
DOI:
https://doi.org/10.52423/neores.v7i2.1284Keywords:
Kenya, Magical Kenya, Nation Branding, Pemerintah KenyaAbstract
Penelitian ini bertujuan untuk menganalisis bagaimana strategi pemerintah Kenya dalam membangun nation branding melalui Magical Kenya terhadap peningkatan citra internasional Kenya pada tahun 2020-2025. Selain itu, penelitian ini menggunakan metode kualitatif deskriptif dengan teknik pengumpulan data sekunder melalui studi literatur dan dokumen resmi. Analisis dilakukan dengan menggunakan teori Nation Branding Hexagon oleh Simon Anholt (2003) untuk mengkaji strategi pemerintah dalam enam dimensi utama dalam membentuk citra negara, yaitu: Tourism, Policy/Government, People, Culture and Heritage, Exports, Investment and Immigration. Dengan demikian, analisis menggunakan teori Nation Branding Hexagon oleh Simon Anholt menunjukkan bahwa Magical Kenya sebagai instrumen strategis dalam memperbaiki citra internasional, meningkatkan kepercayaan global, serta memperkuat daya saing pariwisata Kenya pasca pandemi.
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