SACM - United Kingdom
Permanent URI for this collectionhttps://drepo.sdl.edu.sa/handle/20.500.14154/9667
Browse
3 results
Search Results
Item Restricted Understanding Visitor Experience at Hegra: A Study on Motivations, Communication Strategies, and Satisfaction in Heritage Tourism(Oxford Brookes University, 2025-01) Alshowaikan, Sarah; Clark, JackieThis research serves to find out what factors affect the overall experience of visitors in Hegra, a UNESCO World Heritage site in AlUla, Saudi Arabia. The present study, on the basis of a mixed-method methodology, identifies those emotion-evoking, motivating, and effectively communicating factors to visitors for overall satisfaction by using quantitative questionnaires and qualitative interviews. The results show that the primary motives for visiting Hegra were historical and cultural interests. At the same time, the interactive forms of communication, like storytelling and guided tours, substantially raised the level of engagement. The site's atmosphere and contact with the local community at Hegra promoted positive emotional reactions that were assumed to affect overall satisfaction and intentions to return. This paper also compares with Petra site the state-of-the-art technologies taken up by Hegra in balancing sustainable tourism and heritage preservation. Recommendations are provided to improve the visitor experience and long-term sustainability of Hegra as a leading heritage tourism destination.38 0Item Restricted A Study of Revitalizing and Protecting Historical Sites in Al Ahsa for Tourism to Achieve Saudi Vision 2030(University of Sheffield, 2024-09) AlOmran, Abdulaziz; Williams, GlynThis study investigates the revitalization and preservation of historical sites in Al Ahsa, Saudi Arabia, to promote heritage tourism and support the goals of Saudi Vision 2030. It also highlights the vital role of local community engagement in preserving and revitalizing historical sites. The study focuses on three main areas: (1) how the social and economic benefits of these sites can stimulate local engagement; (2) factors that contribute to declining visitation rates; and (3) community attitudes, behaviours, and motivations toward heritage conservation. Using semi-structured interviews with heritage and tourism sector officials and opinion polls of Al Ahsa residents, the findings reveal a generational gap: younger residents show less interest in historical sites than older residents, who have deeper cultural and historical ties. The study suggests that enhancing economic opportunities associated with these sites could attract younger people to participate in their preservation, while older residents are more motivated by cultural pride. In addition, poor marketing, inadequate facilities, and limited services were identified as significant barriers to increasing visitor numbers. These insights underscore the need for comprehensive strategies that balance economic development with heritage preservation, enhance community engagement, and improve infrastructure to ensure sustainable tourism growth. The study findings contribute to understanding how Al Ahsa’s historical sites can be leveraged to enhance local identity, pride, and economic growth, which aligns with the broader goals of Saudi Vision 2030.34 0Item Restricted IMPACT ON TOURIST DECISION MAKING IN SAUDI ARABIAN By: Nuwayyir Albalawi Supervisor: Jillian Rickly(University of Nottingham, 2024-07-12) Albalawi, Nuwayyir; Jillian, RicklyIn the twenty-first century, social media has a growing presence and importance, in particular social media marketing and its impact on tourism. Saudi Arabia has a young and growing tourism sector and needs to discover the best way to attract young tourists interested in the historic and cultural aspects of the country, and to overcome any false perceptions or views regarding the culture and society within the country. Purpose of Research: to discover whether cultural tourism has the same drivers and is impacted by social media marketing in the same way as other forms of tourism. This will enable the tourism sector of Saudi Arabia to ensure that the focus of their social media marketing meets the necessary criteria and is focused on the correct demographic. Methodology: the research consists of a survey of those who have reacted positively to social media marketing posts related to cultural tourism in Saudi Arabia and who are aged 20 to 40 years old. The quantitative data collected has been analysed statistically, including ANOVA and correlations. Findings: the findings of the research indicate that, although this research was conducted on a small scale, it does appear that cultural tourism is no different to other forms of tourism when considered as a subject of social media marketing. Honesty, integrity, and reality appear to be the main influences on potential tourists viewing social media marketing posts. Conclusion: the Saudi Arabian tourist industry is urged to undertake further research, but to ensure that all social media marketing content, particularly where it is paid for content, is honest and reliable, since this does appear to be the most important factor for influencing opinion and changing perceptions.13 0