Diplomasi Publik Baru Jakarta International Java Jazz Festival 2020 dalam Mempromosikan Brand Kota "Enjoy Jakarta”
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The state and non-state actors are competing with each other to make the
region as a destination for local and foreign tourists. Efforts to achieve this are
carried out through various international activities, including culture event. The
study aims to describe the practice of new public diplomacy through Jakarta
International Java Jazz Festival 2020, organized by PT Java Festival
Production, in promoting "Enjoy Jakarta” city brand. This new public
diplomacy practice is analyzed through qualitative research methods through
literature studies by using Nicholas J. Cull's theory of new public diplomacy.
The festival is analyzed by dividing the event period into two stages,
pre-event and main event. The results showed that the public got the impression
of city brand's promotion as a tourist destination during the pre-event and
main event. The collaboration with the government also made it easier for the
organizer to achieve the purpose of the festival as a means of promoting
Jakarta tourism to a wider foreign public.
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