DO PAKISTANI GEN Z CONSUMERS KNOW INDONESIA? EXAMINING THE IMPACT OF GASTRO-TOURISM MARKETING ON NATION BRAND IMAGE

The study examines how Gastronomy and Tourism Diplomacy, as a global marketing strategy, influences Indonesia's nation brand in Pakistan, with Gen Z Pakistan's cross-cultural understanding (CCU) acting as a mediator. Using a quantitative research approach, 545 responses were collected through purposive sampling to select respondents most relevant to the research goals, and Structural Equation Modeling (SEM) was used. The study finds that gastronomy and tourism diplomacy strategies do not directly improve Indonesia’s nation brand image among Pakistani Gen Z. Their impact appears only through enhanced CCU, which significantly boosts brand perceptions. Effective nation branding, therefore, relies on culturally engaging initiatives that deepen familiarity and foster meaningful cognitive connections for sustained positive evaluation. This research highlights how cultural engagement influences perceptions, indicating that diplomatic efforts are more successful when they promote CCU among young audiences. The findings guide policymakers and marketers in designing programs that better communicate national identity and generate positive international perceptions. Keywords: Gastronomy, Tourism, Diplomacy, Nation Brand Image, Cross-Cultural Understanding, Gen Z.