Muhammad Rivaldi Pratama, . (2025) “VISIT RWANDA” SEBAGAI NATION BRANDING RWANDA MELALUI KLUB SEPAK BOLA ARSENAL PERIODE 2018-2020. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This research analyzes Rwanda’s engagement with the football club Arsenal as part of its nation branding strategy through the Visit Rwanda tourism promotion campaign during the period 2018–2020. The background of this study lies in Rwanda’s efforts to rebuild its national image following the 1994 genocide by adopting a nation branding approach involving global actors. This study employs a qualitative approach using both primary and secondary data obtained from official documents, media publications, and interviews with representatives of the Embassy of Rwanda. The research applies the theory of Transnational Corporations (TNC) and the seven elements of Nation Branding proposed by Keith Dinnie, namely Nation Brand Strategy, Nation Brand Communications, Nation Brand Ambassadors, Nation Days, Customer and Citizen Relationship Management, Diaspora Mobilization, and The Naming of Nation-Brands. The findings show that Arsenal has proven to be a nation branding used by Rwanda to shape its international image. Rwanda serves as a concrete example of how a country can leverage its soft power assets as a nation branding tool to achieve its national interests.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No. Panggil: 2010412071] [Pembimbing: Dini Putri Saraswati] [Penguji 1: Asep Kamaluddin Nashir] [Penguji 2: Nurfarah Nidatya] |
| Uncontrolled Keywords: | Nation Branding, Rwanda, Visit Rwanda, Arsenal, Transnational Corporations |
| Subjects: | J Political Science > JZ International relations |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Hubungan Internasional (S1) |
| Depositing User: | MUHAMMAD RIVALDI PRATAMA |
| Date Deposited: | 19 Aug 2025 02:12 |
| Last Modified: | 19 Aug 2025 08:05 |
| URI: | http://repository.upnvj.ac.id/id/eprint/38528 |
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