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All Journal Journal of Indonesian Tourism and Development Studies Politicos: Jurnal Politik Dan Pemerintahan
Anwar, Soni Martin
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Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Environmental Science Social Sciences

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Sportswashing or Strategic Branding? The Saudi Pro League's Role in Reshaping Global Perceptions of Saudi Arabia Ansori, Imam; Yamin, Muhammad; Darmawan, Arif; Anwar, Soni Martin
Politicos: Jurnal Politik Dan Pemerintahan 164-179
Publisher : Universitas Warmadewa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22225/politicos.5.2.2025.164-179

Abstract

This study analyzes the change of the Saudi Pro League (SPL) from 2021 to 2024, assessing whether these initiatives represent sportswashing or authentic nation branding. Since 2021, Saudi Arabia has allocated billions into the acquisition of international football talents and the enhancement of facilities, notwithstanding global condemnation of its human rights record. This research utilizes Anholt's nation branding hexagon framework and adopts a qualitative case study technique with comparative aspects, incorporating official documents, public opinion surveys, media content analysis, and tourism statistics. Findings indicate a multifaceted "strategic sports diplomacy" approach that surpasses the simplistic sportswashing/branding dichotomy, yielding disproportionate outcomes across several objectives. Despite SPL's notable commercial success, including airing in over 130 countries, generating over $300 million in annual revenue, and attracting an additional 310,000 tourists, enhancements in reputation within Western markets were limited, especially among viewers emphasizing human rights issues. The study demonstrates a "Western perception paradox," wherein substantial visibility gains did not result in enhanced favorability, while demographic analysis indicates markedly more positive perceptions among younger viewers, active fans, and non-Western demographics. This study enhances the theoretical comprehension of sports diplomacy by illustrating how audience segmentation influences effectiveness across demographic, geographic, and cultural dimensions, thereby contesting simplistic assessments of sports-based nation branding and offering frameworks for analyzing the multifaceted outcomes of modern sports diplomacy.
Analysis of Community Based Tourism (CBT) Standards as the Basis for Development in Ketenger Tourism Village, Banyumas Regency Darmawan, Arief Bakhtiar; Anwar, Soni Martin
Journal of Indonesian Tourism and Development Studies Vol. 9 No. 3 (2021)
Publisher : Graduate School, Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.jitode.2021.009.03.06

Abstract

This study aims to identify community participation in developing a tourist village and implement tourism development in Ketenger Village through community-based tourism (CBT). Ketenger Village is a tourist village having various destinations and tourist areas so that the potential for village development can still be developed. The data in this study were collected through field observations, interviews, and focus group discussions with related parties. Data were analyzed using qualitative methods. The study results indicated that the participation or involvement of the Ketenger Village community in several CBT standards had been partly met, while others need to be improved. Despite having Pokdarwis (Tourism-aware Group), the village government was still the main motor of tourism. Therefore, some of the main development opportunities for Ketenger Village that can be done are improving the quality of community management (in planning, implementation, and evaluation), improving the quality of human resources, encouraging host and tourist interaction, and maximizing marketing through social media (not only depending on newspaper journalists).Keywords: community-based tourism, community participation, Ketenger Village, tourism.
Co-Authors ansori, imam Arief Bakhtiar Darmawan, Arief Bakhtiar Arif Darmawan Muhammad Yamin