This thesis has attempted to investigate the progress that the Saudi government has made in fulfilling the goals related to the components of immigration and investment and tourism in Saudi Vision...Show moreThis thesis has attempted to investigate the progress that the Saudi government has made in fulfilling the goals related to the components of immigration and investment and tourism in Saudi Vision 2030. It has attempted to do so using nation branding theory specifically, making use of interviews, surveys and analysis of primary and secondary sources to investigate this process. The findings of this research indicate that tourism and investment are important sources of potential economic growth that can help the country diversify economically. However, due to instability in terms of the political climate and the authoritarian nature of the Saudi regime, tourism has been negatively affected in the country. In addition, investor worries concerning scandals in the country as well as concern over the government’s ability to deliver on its promises has also cast doubt on whether the goals outlined in the strategic document can be achieved in time. Together, these cases corroborate the findings of other scholars that Saudi Vision 2030 is too ambitious and that the government’s attempts to focus exclusively on improving its image may backfire if it does not undertake other reforms in the country.Show less
This thesis examines how the South Korean government has been involved with the spread of the Korean Wave and explores how these involvements have influenced South Korea’s public diplomacy. By...Show moreThis thesis examines how the South Korean government has been involved with the spread of the Korean Wave and explores how these involvements have influenced South Korea’s public diplomacy. By examining both academic literature and the official Diplomatic White Papers released by the Korean Ministry of Foreign Affairs ever since 2006, this thesis will examine the policies that different Korean governments have created in support of the Korean Wave. By splitting the Korean Wave into three eras, the thesis will provide a comprehensible overview of the courses that different governments have taken. Additionally, this thesis will show how actively the Korean government has utilized the Korean Wave in its public diplomacy and nation branding.Show less
Over the past decade Japanese popular culture has become increasingly well-known, and Japan has attempted to actively promote this development through its nation branding program 'Cool Japan'. This...Show moreOver the past decade Japanese popular culture has become increasingly well-known, and Japan has attempted to actively promote this development through its nation branding program 'Cool Japan'. This thesis analyses whether Cool Japan can be considered a successful program in the Netherlands when it comes to exhibitions as a vehicle for Japanese soft power by looking at three exhibitions: Cool Japan (2017, National Museum of World Cultures), Kingdom of Characters (2014, Japanmuseum SieboldHuis), and Hello Kitty - Hello Holland (2011, Japanmuseum SieboldHuis). Three separate analyses cover to what extent Japanese institutions are involved with these exhibitions, how visitors experience the exhibition and whether they learn anything new at all, as well as the exhibitions' effect on Dutch consumerism of Japanese popular culture.Show less
