Saudi Cultural Missions Theses & Dissertations
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Item Restricted Modernity Rooted in Heritage: Creating a New Image for the Nation(University of Edinburgh, 2024) Kareem, Mashael; Palo, TeeaSaudi Arabia is moving away from oil and other held stereotypes by diversifying the country’s economy through nation branding. Since then, there has been increased emphasis on the importance of the country’s rich cultural heritage. To better understand the ways in which heritage can be used to brand a nation, this study aims to unravel how Saudi Arabia is using heritage in its nation branding. The study also examines the impact of strategic frameworks such as Vision 2030 on the nation branding of Saudi Arabia. The study followed a dual-qualitative data collection approach, coupling netnography material with six semi-structured interviews of individuals who have worked for Vision 2030. The content of posts made by the Saudi Arabian government, as well six semi-structured interview transcripts were examined. Thematic analysis approach was adopted to generate the theoretical themes for this study. The findings suggest that Saudi Arabia has undertaken several strategies to nation brand their country with their rich heritage, such as incorporating heritage inspired designs in everyday items and coupling narrative with visuals. It was found that Vision 2030 is highly responsible for the nation branding with heritage initiative. The study concludes that nation branding with heritage is effective and that heritage plays a role in putting a nation brand on the world map. The findings extend theoretical knowledge on nation branding as well as provide multiple managerial implications to marketing practitioners. On this basis, further research on the private sectors role in nation branding with heritage is encouraged.14 0