Studi Komparatif Strategi Nation Branding Prancis (Paris 2024) dan Tiongkok (Beijing 2022) dalam Membangun Citra Internasional
(1) * Rifals Aflaha Makasabat Mail (Universitas Pembangunan Nasional "Veteran" Jawa Timur, Indonesia)
(2) Gabriel Alessandro Jason Tan Mail (UPN "Veteran" Jawa Timur, Indonesia)
(3) Helga Yohana S Mail (UPN "Veteran" Jawa Timur, Indonesia)
*corresponding author

Abstract


Olimpiade Paris 2024 dan Tiongkok dalam Olimpiade Musim Dingin Beijing 2022 untuk membangun citra internasional. Kerangka teori yang digunakan adalah Nation Brand Hexagon Simon Anholt yang mencakup enam dimensi Tourism Governance Culture and Heritage People Exports serta Investment and Immigration. Penelitian ini menggunakan metode kualitatif dengan pendekatan studi komparatif melalui analisis dokumen laporan resmi publikasi media internasional kampanye digital serta materi promosi kedua penyelenggaraan Olimpiade. Data dianalisis menggunakan pendekatan thematic analysis untuk melihat bagaimana strategi masing masing negara memanfaatkan mega event olahraga sebagai instrumen diplomasi publik dan upaya pembentukan citra nasional. Hasil penelitian diharapkan memperlihatkan perbedaan karakter strategi branding kedua negara serta memberikan pemahaman mengenai peran Olimpiade sebagai sarana strategis dalam meningkatkan citra internasional.


Keywords


Nation Branding; Olimpiade Musim Dingin; Prancis; Simon Anholt; Tiongkok.

   

DOI

https://doi.org/10.31604/jim.v10i1.2026.486-497 		      

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