The cultural diplomacy as a public relations strategy. Case study: Indonesia - Vietnam
Indonesia and Vietnam has set up a great relationship since a long time ago. Howeverrnin order to intensify the Nation Branding of Indonesia, the Embassy of Indonesia inrnVietnam implemented Cultural Diplomacy as a strategy in order to have a directrninteraction with the people of Vietnam. There are three main Cultural Diplomacyrnstrategies implemented by the EMBAssy of Indonesia which are: organizing and/orrnparticipating to Arts and Cultural Festivals, to invite the Vietnamese students tornparticipate in Educational Exchange and Tourism. The intention is not only tornpromote the diversity of the Indonesian culture but also to strengthen ties with thernVietnam. The thesis will be analyzing the effects of Cultural Diplomacy as onernactivity of Nation Branding using qualitative method in order to observing the socialrnphenomenon from various in-depth interviews from the side of the EMBAssy ofrnIndonesia in Vietnam as well as from the perceptions of the former Vietnamesernstudents who went to Indonesia for university enrollment. The Vietnamese people dornshow their positive interests in Indonesia and its culture. There is a significantrnincrease in the number of Vietnamese students studying in Indonesia annually and thernnumbers of Vietnamese tourists grow annually starting from 2006.
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