SACM - United Kingdom
Permanent URI for this collectionhttps://drepo.sdl.edu.sa/handle/20.500.14154/9667
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Item Restricted An Investigation on the Influence of Digital Transformation on Organisational Project Management in Saudi Arabia's Tourism Sector(Saudi Digital Library, 2025) Albalawi, Amal; Tomasz, ArkadiuszThis research investigates the role of Digital Transformation(DT) on Organisational Project Management (OPM) within Saudi Arabia's tourism sector, a key area for Vision 2030 development. A significant gap exists in scholarly understanding of digital transformation's specific role and consequences for OPM in this context. The study aimed to address this gap by exploring key hindering and facilitating factors as well as the benefits and challenges of DT for OPM, ultimately offering recommendations for the enhancement of DT’s integration in OPM in Saudi Arabia’s tourism industry.30 0Item Embargo The Effectiveness of Communication Formats within Nation Branding: A Case Study of Saudi Arabia as a Global Tourism Destination(Loughborough University, 2025-06-16) Ghulman, Salma; Torrens, George; Downs, SimonPurpose: This thesis examines the role of communication formats in shaping Saudi Arabia’s nation brand under Vision 2030, by focusing on Generation Z’s perceptions and engagement with professionally generated content (PGC) and user-generated content (UGC). It also evaluates the effectiveness of biometric tools (eye tracking, EEG, and facial expression analysis) in assessing emotional and cognitive responses to nation branding strategies. Methodology: A multiphase mixed-method approach was employed, it integrates quantitative, qualitative, and biometric data. Study One used an online questionnaire to establish baseline perceptions of Saudi Arabia’s nation brand. Study Two conducted semi-structured interviews with policymakers to assess strategic implementation challenges. Study Three explored tourism service providers’ perspectives through an online survey. Study Four implemented a multimodal experiment using biometric measures to examine Generation Z’s engagement with different communication formats. Findings: The research identified key challenges in Saudi Arabia’s nation branding efforts, including fragmented messaging, the evolving role of digital platforms, and the impact of stereotypes. The findings revealed that Generation Z engages more with PGC than UGC, they established higher emotional arousal and cognitive engagement, as captured through biometric measures. Policymakers and service providers acknowledged the need for a cohesive, data-driven approach to branding, and leveraging modern communication tools. The integration of biometric tools provided novel insights into audience responses, and emphasises the role of emotionally driven content in nation branding. Contribution: This research bridges critical research gaps by comparing PGC and UGC effectiveness, introducing biometric methodologies in nation branding research, and providing empirical insights into the communication strategies shaping Saudi Arabia’s global image. The findings offer strategic recommendations for policymakers and stakeholders, it reinforces Vision 2030’s objectives of positioning Saudi Arabia as a competitive tourism destination. Keywords: Nation branding, Saudi Arabia, Vision 2030, Communication Strategies, Professionally Generated Content, User-Generated Content, Biometric Measures, Schema Theory, Generation Z.11 0Item Restricted Investigation into the Environmental Improvement of Passive Solar Design for Cooling (Comfort) in Residential Buildings in Saudi Arabia(Saudi Digital Library, 2025-01) Albalawi, Abeer; Grant, JohnThis dissertation investigates the environmental improvement of passive solar design for cooling residential buildings within Saudi Arabia’s unique climatic and cultural context. The research employs a mixed-methods approach, incorporating case studies and surveys, to evaluate the integration of passive solar techniques and renewable energy technologies, such as photovoltaic systems and heat pumps. Key findings reveal that hybrid systems combining passive solar design with photovoltaics can reduce energy consumption by up to 70.7%, while ground-source heat pumps achieve a 34% reduction in CO₂ emissions compared to air-source systems. The study also highlights the feasibility and cultural compatibility of integrating traditional architectural elements, like Mashrabiya, with modern sustainable solutions. These results underscore the potential of passive solar design and hybrid systems to align with Saudi Arabia’s Vision 2030 sustainability goals. However, challenges such as high initial costs, limited public awareness, and expertise gaps necessitate targeted policy interventions, capacity building, and public education initiatives. This research provides valuable insights into sustainable housing practices, offering actionable recommendations for enhancing energy efficiency, reducing carbon emissions, and advancing environmentally responsible construction in extreme climates.13 0Item Restricted The Impact of Animosity, Ethnocentrism, Religiosity and Service Performance on Saudis’ Attitude Towards Airline Services(Saudi Digital Library, 2025-06-05) Albishi , Fahad Saeed Daghsh; Oriade, Ade & Wang, YongAbstract: This thesis examined the impact of animosity, ethnocentrism, religiosity and service performance (moderator variable) on the attitudes of Saudi consumers towards airline services (dependent variable). This was noteworthy and timely, given the context of Vision 2030 and its National Transformation Plan having introduced significant changes in the Kingdom of Saudi Arabia. Airline services in the country are changing demonstrably. Previous research has shown service performance and quality significantly impact consumer behaviour, with dissatisfied customers readily switching to alternative providers; a gap remained in studies around this combination of variables within this geographic area. A wide literature review of themes related to consumer psychology, cultural influences, and service quality models led to the consideration of several potential variables. Animosity, ethnocentrism, and religiosity were selected for their particular relevance to the Saudi context, particularly with the regional cultural and religious significance of air travel for many consumers. Literature revealed studies suggesting that consumer animosity can significantly affect brand perception and loyalty, particularly in markets undergoing transformation (Odeh, 2015). Including service performance as a moderator was influenced by its critical role in shaping consumer experiences and perceptions of airline services. The Theory of Planned Behaviour (TPB) and the Theory of Consumption Values (TCV) provided a robust, holistic framework to examine the dynamics and nuances within the data. A quantitative approach was used, with survey methodology. A purposive sampling frame selected a homogenous study population consisting of 100 passengers at 5 different regional airports (adjusted response rate n= 426, 85.2%). Data analysis used Structural Equation Modelling (SEM) and WarpPLS 7.0 regression with Stable3 resampling technique; testing the model revealed it met the criteria for model fit and quality indices. Age, Gender and Education were controlled for following Marsh’s (1982) elaboration approach. Results revealed both consumer animosity and religiosity positively impacted consumer attitudes, consumer ethnocentrism did not have a significant influence. Service performance was seen to moderate the relationship between consumers’ ethnocentrism and attitude, while consumer animosity was not moderated by service performance. This research offers actionable insight for airlines applying for operational licenses in Saudi Arabia: they inform marketing (e.g. incentivising travel for pilgrims), and emphasise that positive service encounters mitigate the negative impact of ethnocentrism and amplify the positive effect of religiosity on consumer attitudes. Animosity alone did not impact consumer uptake, therefore international airline brands could capitalise on demonstrating cultural sensitivity and high functional value. This study provides policymakers with evidence that supports investment in the sector under Vision 2030. The small effects seen in the results demonstrate that even subtle factors can have cumulative or situational importance. The use of TPB with TCV offers a nuanced lens to offer understanding of consumer behaviour within this unique context.15 0Item Restricted Responsibility for Online Harms: A Critical Analysis of Cyber Governance in Saudi Arabia(Saudi Digital Library, 2025-03) Alsaiedi, Yara M; Basu, Subhajit; Walker, CliveThis thesis investigates the topic of internet governance within the context of Saudi Arabia. It focuses on the component of ‘Responsibility’ for internet governance when applied to the policy area of combating online harms. As such, the research work investigates and evaluates the present framework of responsibility devised to address online harms, considering the assemblage which regulates online content and cybersecurity in the Kingdom of Saudi Arabia. This approach aims to facilitate the prevention and mitigation of the harmful effects of online activities and content, thereby aligning with the objectives outlined in the Saudi state’s long-term project known as Vision 2030. The thesis adopts the hypothesis that effectively addressing online harms requires a primary objective of establishing a robust responsibility structure. This method can best be achieved by facilitating the active participation of all stakeholders in the strategic deployment of responsive – including preventive – measures. Consequently, the thesis advocates a multistakeholderism approach with reference to governance for the prevention and mitigation of online harms in Saudi Arabia. It evaluates the effectiveness and fairness of the responsibility structure in fostering cybersecurity and mitigating the harmful effects of online content in the Saudi context. The formal study employs semi-structured interviews with elite figures and authorities from governmental and private organisations, internet content and service providers, as well as corporate users, which are the small and medium enterprises (SME) as internet users. Additionally, it integrates the policy transfer methodology to draw insights from the experiences of the United Kingdom in the realm of internet governance. In sum, the thesis proposes areas of improvement to develop a comprehensive online harms governance framework in Saudi Arabia. Such amendments are expected to contribute to the recognition and realisation of the declared Vision 2030 goals related to internet governance in the Saudi realm.7 0Item Restricted The Impact on Women’s Citizenship in the context of Saudi Arabia’s Vision 2030(University College London, 2024) AlOwain, Haifa; Walker, JulianThe dissertation examins the concept of Inclusive Citizenship and develops an analytical framework based on it, reviews post-Vision 2030 changes in policies, and analyzes them through the lens of the framework to understand their impact of women’s citizenship practices as the case study, providing a lens through which to explore broader issues of citizenship and participation.23 0Item Restricted The Impact of Saudi Arabia’s Vision 2030 on Intellectual Property(City, Univeristy of London, 2024) Alsamman, Mohammed; Masiyakurima, PatrickIntellectual Property (IP) is defined as legal protection given to creations of the human mind in the form of inventions, literary and artistic works, designs, symbols, names, images and other identification used in business and trade. Patent law is an important sub-discipline of law and could be said to be a field of law that deals with the protection of the interests of the creators of new works and inventions.1 Global IP filings have reached a total of 3.5 million worldwide in 20222. Additionally, countries like China have seen substantial growth in IP filings, driven by strong innovation cultures and flexible legal frameworks3. It is against this background that a more detailed analysis of Saudi Arabia’s Vision 2030 and its potential impact on the nation’s IP profile is conducted.20 0Item Restricted An Examination of the Integration of Visual Arts within Vision 2030: Art Cultural Transformation in Saudi Arabia(Queen's University Belfast, 2025-01-08) alghamdi, Asmaa Mohammad A; Spence, Kim-MarieThis paper examines the role Vision 2030 has played in Saudi Arabia's visual arts sector development. The study examines the impact of the ambitious national plan on cultural policies and the integration of the visual arts as a driver of economic diversification and cultural diplomacy. Through a comprehensive review of historical and contemporary developments, this research identifies how Vision 2030 initiatives, including the efforts of the Ministry of Culture and the Visual Arts Commission as well as the establishment of new institutions such as the King Abdulaziz Centre for World Culture (Ithra), Misk Art Institute and Diriyah Biennale as well as the Islamic Arts Biennale, have contributed to the development of a dynamic visual arts landscape. This dissertation examines the UAE's strategy for economic diversification through the promotion of culture and the arts. With initiatives such as the Louvre Abu Dhabi and the Sharjah Biennial, the UAE has developed its cultural infrastructure, which has contributed to its positioning as a global cultural hub, and cultural projects can support national economic objectives in a variety of ways. Lastly, the findings indicate that Vision 2030 has significantly impacted Saudi Arabia's visual arts sector, promoting cultural exchange, enhancing global recognition, and contributing to economic diversification. While emphasising the importance of integrating modern art practices with the Kingdom's rich cultural heritage, the dissertation offers recommendations for expanding arts education and for ensuring sustained cultural growth beyond 2030.53 0Item Restricted Integrating Thinking for Stakeholder Engagement and Decision-Making in Implementing of TAAKAD Periodic Check-Ups and Preventive Screening Services(University Collage London, 2025) Alharbi, Hisham Hommoud; PaolaABSTRACT The implementation of the TAAKAD periodic check-ups and preventive screening services in Saudi Arabia faces significant challenges related to stakeholder engagement and decision-making. These challenges are exacerbated by power dynamics and the lack of integrative approaches to reconcile diverse stakeholder interests. This study explores how integrative thinking, which synthesizes opposing ideas to create innovative solutions, can enhance stakeholder engagement and ensure informed decision-making in the TAAKAD project. Methodology: A mixed-methods approach was employed, including semi-structured interviews and questionnaires targeting key stakeholders. The research utilized the Power-Interest Matrix and Salience Model to analyze stakeholder dynamics and applied thematic analysis to identify challenges and strategies for effective engagement. Findings: The study revealed that integrative thinking significantly improves stakeholder engagement by balancing conflicting interests and fostering inclusive decision-making. However, the success of TAAKAD is hindered by operational and strategic gaps, data fragmentation, and the dominance of high-power stakeholders. The findings underscore the need for governance structures that ensure equitable participation and the use of digital technologies to enhance communication and collaboration. Research limitations: The study’s scope was limited to internal stakeholders within the TAAKAD project, and future research should include external stakeholders to provide a more comprehensive analysis. Practical implications: Healthcare organizations can adopt the recommendations from this study to enhance stakeholder engagement and decision-making processes, ensuring the successful implementation of preventive health initiatives like TAAKAD, which align with Saudi Arabia’s Vision 2030.30 0Item Restricted Saudi University Teachers and Students Navigating Curriculum Change in Academic Writing: A Complex Adaptive System Perspective(Lancaster University, 2024-12) Alzahrani, Maha; Tusting, Karin; Pill, JohnThis research focuses on an academic English Language Program for preparatory year (PY) university students in Saudi Arabia, emphasizing the academic writing component. Prompted by educational changes in Saudi Arabia and within the study context, the study examines the impact of curriculum changes introduced in 2020 to improve students’ academic writing skills. The study aims to: (1) examine factors leading to curriculum changes, (2) explore teachers’ perceptions of writing instructional practices, (3) understand preparatory year students’ experiences in learning academic writing, and (4) highlight educational and contextual factors influencing teachers and students at a Saudi university. Through the framework of a complex adaptive system (CAS), the study highlights interactions among agents and elements within the system. Data were obtained through semi-structured interviews with teachers and students, and through materials analysis. Findings emphasized the interconnectedness of the national and institutional contexts, influenced by Vision 2030, which promote English as the Medium of Instruction (EMI) at Saudi higher education. The English Language Center (ELC) has adapted its curriculum to improve writing instruction, driven by EMI policies. Leadership dynamics, influenced by KASP experiences, have been crucial in driving these changes. At the agent level, some teachers have demonstrated qualities of being agents of change, showing adaptability and innovation in their classes; however, the top-down policy to curriculum changes at the ELC has limited the clarity of the English course and affected teacher agency. Students’ prior experiences with English writing vary, impacting their readiness for university-level writing. The Preparatory Year demand and curriculum are seen by students as both beneficial and challenging due to its intensive nature. The main implications of the study point out the importance of aligning educational policies with national goals such as Vision 2030 to ensure effective contributions from higher education institutions to national reforms. Empowering teachers by involving them in curriculum changes enhances their professional agency and autonomy. Establishing systems for continuous evaluation and feedback can ensure curriculum changes remain relevant and effective, supporting ongoing professional development.25 0