Community Engagement and National Branding in Post-Pandemic Sport Events: A Comparative Study of Indonesia and Malaysia

This study examines how community involvement influences national branding in the post-pandemic era by comparing participant experiences from two international sporting events in Indonesia and Malaysia. The research aims to understand how interactions with local communities, cultural encounters, and service-related experiences shape participants’ perceptions of the host countries. A qualitative research design was used, involving 45 participants from eight countries who took part in the MesaStila 100K Ultra Marathon (Indonesia) and the Tour de Langkawi (Malaysia). Data were collected through open-ended questionnaires and follow-up clarification interviews, then analyzed using qualitative content analysis supported by NVivo software. The findings reveal five key themes: community support and interaction, cultural immersion and local identity, service and event experience, national branding through event atmosphere, and the sharing of values through post-event reflection. The results show that the event experience in Indonesia was characterized by strong community warmth and deep cultural engagement, while the experience in Malaysia was characterized by service efficiency and organizational professionalism. These differences shaped distinct impressions of national branding among participants. The study concludes that community involvement plays a crucial role in shaping national branding during international sporting events, especially in the post-pandemic context, where authentic cultural interaction and local participation enrich the overall event experience. These insights offer practical implications for event organizers and policymakers seeking to strengthen national identity and global reputation through sporting events.