UPAYA ARAB SAUDI DALAM MELAKUKAN NATION BRANDING MELALUI PROYEK MEGACITY NEOM PADA TAHUN 2020-2024

ANDIRA, RAISYA NAZHIFA and Tamsyah, Indra (2025) UPAYA ARAB SAUDI DALAM MELAKUKAN NATION BRANDING MELALUI PROYEK MEGACITY NEOM PADA TAHUN 2020-2024. Undergraduate thesis, Sriwijaya University.

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Abstract

Saudi Arabia is the second largest oil producing country in the world and is included in the main sector of the Saudi Arabian economy, but in 2020 the COVID-19 pandemic and the decline in oil prices presented difficulties to the Saudi Arabian economy. This has caused concern for Saudi Arabia whose economy is largely supported by oil, so it is trying to reduce dependence on oil revenues and increase economic diversification through Saudi Vision 2030. One part of Saudi Vision 2030 is the NEOM megapolitan project which is expected to be a futuristic region that becomes the new place to live. However, in the process of development, the project faced various dynamics including human rights violations, exploitation of migrant workers, impacts on the environment, and development adjustments due to funding overruns. These dynamics did not make Saudi Arabia stop the project and continue to make NEOM a symbol of economic and technological transformation. The purpose of this research is to see how Saudi Arabia's efforts in nation branding through the NEOM megaproject in 2020-2024 using the theory of nation branding by Keith Dinnie. The research method used is a qualitative research method with a descriptive model with secondary data sources. The results of this study show that Saudi Arabia's efforts are carried out with ten indicators of nation branding strategies, which are nation brand advertising, public relations, online branding, social media and mobile applications, customer and citizen relations, country brand ambassadors, internal brand management, nation days, country brand naming, performance measurement, and institutions involved in nation branding.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Nation Branding, Arab Saudi, NEOM, Saudi Vision 2030
Subjects:	J Political Science > JC Political theory > JC49 Islamic state
Divisions:	07-Faculty of Social and Politic Science > 84201-International Relations (S1)
Depositing User:	Raisya Nazhifa Andira
Date Deposited:	26 May 2025 06:20
Last Modified:	26 May 2025 06:20
URI:	http://repository.unsri.ac.id/id/eprint/174148

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