CD Skripsi

Kerjasama Pop Mart Dan Tourism Authority Of Thailand Dalam Meningkatkan Pariwisata Thailand Tahun 2024

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This study discusses the collaboration between the Tourism Authority of Thailand (TAT) and the Chinese collectible figure company, Pop Mart, through the Amazing Thailand Experience with Labubu campaign held from July 1 to 4, 2024. The campaign aims to re-attract Chinese tourists in the post-COVID-19 era and support the target of 8 million Chinese and 40 million international tourist arrivals in 2024. Promoting the concept of the 5 Must Do’s in Thailand, the campaign introduces local culture through the character icon, Labubu.
The objective of this study is to analyze the dynamics of tourism cooperation between Thailand and China since the pandemic, evaluate the potential of Labubu as a medium of popular cultural promotion, and examine the role of the TAT–Pop Mart partnership in supporting Thailand’s tourism recovery. This research employs a qualitative approach with a liberalism perspective, using the theory of International Cooperation through D. Buhalis’ stakeholder theory, which emphasizes collaborative roles between state and non-state actors, national interest concepts, and the nation-state level of analysis.
This campaign successfully enhanced Thailand's visibility as a creative tourism destination, attracting 6.73 million Chinese tourists and generating positive economic impacts in hospitality, transportation, and MSME sectors. In 2024, Thailand’s tourism revenue increased by 26% to 825 billion baht, while Pop Mart recorded a 106.9% surge in global revenue, reaching 13.04 billion yuan. This collaboration exemplifies a successful cross-sector synergy in advancing sustainable tourism and the creative economy.

Keywords: Political Economy, TAT, Pop Mart, Labubu, Thailand, Chinese Tourism, International Cooperation, Stakeholder Theory

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2101134520

Penerbit

Pekanbaru : Universitas Riau FISIPOL Hubungan Internasional., 2025

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2101134520

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

HUBUNGAN INTERNASIONAL

Info Detail Spesifik

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Pernyataan Tanggungjawab

Mutia

Versi lain/terkait

Lampiran Berkas

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