NATION BRANDING STRATEGY SEKTOR PARIWISATA KERAJAAN ARAB SAUDI TAHUN 2019-2023

Helen Hii, Ira Patriani, Ori Fahriansyah

Abstract


Sektor minyak bumi menyumbang hingga 70% pada devisa negara Kerajaan Arab Saudi. Ketidakstabilan harga minyak di pasar global mempengaruhi perekonomian Kerajaan Arab Saudi. Oleh karena itu, Kerajaan Arab Saudi melakukan diversifikasi ekonomi melalui kebijakan Saudi Vision 2030 salah satunya adalah sektor pariwisata. Sejak tahun 2019, Kerjaan Arab Saudi mulai gencar memperkenalkan pariwisatanya kepada publik mancanegara. Artikel ini mendeskripsikan mengenai upaya nation branding stategy Kerajaan Arab Saudi pada sektor pariwisata kepada masyarakat mancanegara dengan menggunakan teori nation branding oleh Keith Dinnie dan terdapat tujuh aspek yang akan dipaparkan. Hasil dari penelitian ini menunjukkan terdapat enam aspek yang telah dilakukan dengan optimal dan terdapat satu aspek yang memiliki kendala dalam pelaksanaannya dan masih kurang dioptimalkan oleh Kerajaan Arab Saudi maupun masyarakatnya.

 

Kata Kunci: Minyak Bumi, Pariwisata, Saudi Vision 2030, Nation Branding Strategy, Kerajaan Arab Saudi.


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Pemimpin Umum/Penanggung Jawab

Dekan Fakultas Ilmu Sosial dan Ilmu Politik Universitas Tanjungpura

Wakil Pemimpin Umum

Wakil Dekan 1 Bidang Akademik Fakultas Ilmu Sosial dan Ilmu Politik Universitas Tanjungpura

Dewan Penyunting Kehormatan

Dr.H,Martoyo, MA, Dr.Herlan, M.Si, Dr.Dedi Kusnadi, M.Si, Drs.Sabran Achyar, M.Si, Prof.Dr. Sy. Ibrahim Alqadrie, Prof. Dr. A B Tangdililing, M.A., Prof. Dr. Arkanudin, M.Si, Prof. Dr. Redatin Parwadi, M.A, Dr.Lukman Jafar, M.Si, Drs.Sukamto,M.Si, Dr.Hj.Hardilina,M.Si, Dr.H.Mochtaria M.Noh, M.Si, Dr.Ngusmanto (Scopus ID: 57191224744)

Dewan Penyunting (Editorial Board)

Dr.Ira Patriani, Dr.Rusdiono, M.Si, Dra.Kartika Ningtyas, M.Si, Drs.Asmadi, M.Si, Bima Sujendra, M.Si, Dewi Utami, M.Si, Ully Nuzullian, M.Si, Dr.Hasanah, Dr.Ema Rahmaniah, Dr.Sri Maryuni, M.Si, Dr.Nurfitri Nugrahaningsih, M.Si, Dra.Yulianti, M.Si, Dra.Syarmiati, M.Si, Dr.Pardi, M.Si, Dr.Indah Listyaningrum,M.Si, Viza Juliansyah, S.Sos., M.A.