Research Article
Borobudur Heritage Diplomacy of Indonesia as Nation Branding Strategy under President Joko Widodo Administration
@INPROCEEDINGS{10.4108/eai.6-10-2022.2325714, author={Ratu Alma Adiba and Ignatius Agung Satyawan}, title={Borobudur Heritage Diplomacy of Indonesia as Nation Branding Strategy under President Joko Widodo Administration}, proceedings={Proceedings of the 2nd International Joint Conference on Hospitality and Tourism, IJCHT 2022, 6-7 October 2022, Singaraja, Bali, Indonesia}, publisher={EAI}, proceedings_a={IJCHT}, year={2022}, month={12}, keywords={heritage diplomacy tourism nation branding}, doi={10.4108/eai.6-10-2022.2325714} }- Ratu Alma Adiba
Ignatius Agung Satyawan
Year: 2022
Borobudur Heritage Diplomacy of Indonesia as Nation Branding Strategy under President Joko Widodo Administration
IJCHT
EAI
DOI: 10.4108/eai.6-10-2022.2325714
Abstract
Indonesia is a country of a thousand heritage, renowned for its outstanding root of civilizations. In contrast, Indonesia today has less awareness of heritage, implied to aggravated governance, cross-sector and level issues, poor tourism utilization, less cultural promotion and weak authority to the site control and claim policy. Borobudur is one of the world heritage included as a Super Priority Tourism Destination, which has long become the arena of political heritagization along with many international actors. Despite its deteriorating value, Borobudur holds the key to the state’s multi-track diplomacy and national identity. In 2017, under President Joko Widodo Decree, Badan Otorita Borobudur (Borobudur Authority Agency) was created to integrate command on institutions, followed by progressive development as the government aims to construct a nation’s brand through heritage. This paper analyses the efforts of Borobudur Heritage Diplomacy as a tool to form Indonesian nation branding.