Dataset: Public Perceptions of Saudi Arabia’s Nation Brand (Online Questionnaire)

This dataset was generated as part of Study 1 within a PhD research project exploring the effectiveness of communication formats in nation branding, using Saudi Arabia as a case study. The study employed a mixed-methods online questionnaire to explore public awareness, perceptions, and associations with Saudi Arabia’s brand image among a general audience.

Data were collected between 21 May 2021 and 10 July 2021 via an online questionnaire hosted on www.onlinesurveys.ac.uk (Jisc Online Surveys). A total of 550 responses were obtained through non-probability snowball sampling. Participants included Saudis, non-Saudis, members of Generation Z, and older generations.

The dataset includes:

• Excel Sheets: Raw Data, qualitative responses to open-ended questions, quantitative responses to closed-ended questions, and a coded version prepared for SPSS.
• SPSS File: Cleaned and labelled quantitative data (categorical and scaled responses).
• PDF: A copy of the original questionnaire used during data collection.

Further methodological details and data interpretation are reported in Chapter 4 of the associated PhD thesis: “The Effectiveness of Communication Formats within Nation Branding: A Case Study of Saudi Arabia as a Global Tourism Destination”.