Saudi Cultural Missions Theses & Dissertations
Permanent URI for this communityhttps://drepo.sdl.edu.sa/handle/20.500.14154/10
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Item Restricted Balancing Cultural Heritage and Development: Analysing Place Branding Strategy of the Royal Commission for Riyadh City(University of Sussex, 2024-08-29) Aboethnin, Shaha; Luu, NgocThis study analyses the place branding strategy of the Royal Commission for Riyadh City (RCRC) within the framework of Saudi Vision 2030. Focusing on how RCRC integrates cultural heritage and local identity into its branding efforts and the role of storytelling in creating a compelling brand image, the research provides a comprehensive evaluation of RCRC's initiatives. Using qualitative content analysis of digital materials, including RCRC’s website, newsletters, and social media, the study reveals that RCRC effectively balances modern development with cultural preservation through projects such as King Abdulaziz Park. Practical implications suggest that RCRC should enhance community engagement, adopt advanced sustainability practices, and address immediate urban challenges. The findings of this study offer valuable insights for policymakers and practitioners, contributing to the broader discourse on place branding and urban development. Future research should explore the longterm impacts of RCRC's strategies and compare similar projects in different cultural contexts to further understand sustainable urban development.20 0