Balancing Cultural Heritage and Development: Analysing Place Branding Strategy of the Royal Commission for Riyadh City
| dc.contributor.advisor | Luu, Ngoc | |
| dc.contributor.author | Aboethnin, Shaha | |
| dc.date.accessioned | 2024-11-12T09:05:25Z | |
| dc.date.issued | 2024-08-29 | |
| dc.description | Saudi Arabia is going through a significant transformation in its tourism industry (UN Toursim, 2024). The industry opened its doors in 2019 (Saudi Tourism Authority, 2024) to minimise its dependence on oil and petroleum reserves as its primary income. Riyadh, the capital, is now experiencing a major shift in promoting place branding and constructing several attractions within the city. This development aims to support Saudi Arabia's Vision 2030, which seeks to increase Riyadh's population to 20 million people by 2030 (Vision 2030, 2016). This will show the impact of the role of place branding and image in the development of Riyadh, Saudi Arabia and the challenge of maintaining a balance between preserving culture and developing effective branding and communication messages that promote national identity | |
| dc.description.abstract | This 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. | |
| dc.format.extent | 57 | |
| dc.identifier.uri | https://hdl.handle.net/20.500.14154/73570 | |
| dc.language.iso | en | |
| dc.publisher | University of Sussex | |
| dc.subject | Place Branding | |
| dc.subject | Marketing | |
| dc.subject | Riyadh City | |
| dc.title | Balancing Cultural Heritage and Development: Analysing Place Branding Strategy of the Royal Commission for Riyadh City | |
| dc.type | Thesis | |
| sdl.degree.department | Business | |
| sdl.degree.discipline | Strategic Marketing | |
| sdl.degree.grantor | University of Sussex | |
| sdl.degree.name | Master of Science |