How to Improve National Branding through Sport Event in Post-Pandemic Era? A Literature Review

Abstract

National branding is an attempt to show the country's image by focusing on improving the economy, culture, and politics. However, due to corona virus, many countries are facing economic losses of up to US$450 billion as a result of the decline in tourist arrivals. Although vaccine is already spreading worldwidely, they are still struggling on their branding as safe place to visit. Therefore, sport events can be a solution to improve national branding by forcing people to come to prove that the country is safe. Through this literature review article, it showed that sport events are a momentum to bring in visitors for a long period of time so it is necessary to prepare a variety of activities at sport event locations, such as cultural festivals, culinary festivals, and tours to tourism destinations for free so visitors can promote it through social media.