SACM - United Kingdom
Permanent URI for this collectionhttps://drepo.sdl.edu.sa/handle/20.500.14154/9667
Browse
5 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.20 0Item Restricted The socio-culture Impact of hosting the Winter at Tantora Festival on The local community in Alula, Saudi Arabia.(Saudi Digital Library, 2023-12-07) Ziyad, Albalawi; Williams, MichealThis study explores the socio-cultural impact of the Winter at Tantora Festival on the Alula community, employing both qualitative and quantitative methods such as Ordinal Logistic Regression, Pearson Chi-Square, and Likelihood Ratio tests. The findings affirm that the festival significantly boosts community pride and cultural identity. Yet, its influence on social practices and relationships presents a more intricate picture, with tests rendering inconclusive outcomes. Side-effects like traffic congestion and noise pollution also surface as minor, albeit noteworthy, irritants.. Recommendations encompass better urban planning, mixed methods in future research, and educational initiatives on local customs. In essence, the festival's socio-cultural imprint is largely positive but fraught with nuances warranting deeper exploration.64 0Item Restricted Exploring the impact of events on a destination’s brand image: a case study of Winter at Tantora festival in Alula.(Saudi Digital Library, 2023-11-12) Albalawi, Mazyad; Grabher, BarbaraThe Winter at Tantora festival, a cultural phenomenon set within the enchanting locale of Alula, offers a prism through which brand image perception, attendee satisfaction, and the propensity for recommendations can be understood. This study embarks on a meticulous exploration to unravel the intricate relationship between the festival experience and the shaping of Alula's brand image. A significant focus of this research emphasizes the role of demographics, assessing whether brand perceptions post-festival remain consistent across varying age demographics. The results, underpinned by the Kruskal-Wallis test, depict a compelling uniformity in perceptions, underscoring the festival's far-reaching appeal. The study also delineates the direct correlation between attendee satisfaction and their inclination to promote Alula as a favored travel destination. Additionally, the synergy between the festival's alignment with Alula's brand image and attendee satisfaction is examined. While the findings offer significant insights, they also underscore the potential for a more diversified engagement strategy and emphasize the necessity of continuous improvements. Recommendations for the festival organizers and future research directions are also detailed.28 0Item Restricted Al Ula Moments Festival: Community perceptions and socio- cultural impactk(Saudi Digital Library, 2023-09-11) Albalawi, Jawaher; Kelly, CathrineThis research study demonstrates the potential social impact of event tourism using the case of the Al Ula Moments Festival in Saudi Arabia. The festival presents a good case study since it illustrates the concept of event tourism in the Saudi region and allows for an exploration of the socio-cultural context. The study uses an online survey of people in the community of Al Ula. Overall, people in Al Ula and its region welcome the festival and the cultural interchange it represents and want to see it flourish. However, there are contrary voices, and it is important to ensure that the whole community is carried along in the development of Al Ula and its festival. Furthermore, as Al Ula changes, if the negative impacts identified here are not considered carefully and mitigated, opposition may grow, and social cohesion diminish. The study ends with a series of recommendations designed to help the Al Ula Moments Festival develop optimally.18 0Item Restricted Local People Perceptions towards Social, Economic and Environmental Impacts of Tourism development in Alula, Saudi Arabia(2023-07-12) Alaradi, Samah; Ladkin, AdeleIn recent times, the views of local residents towards the consequences of tourism development have played a crucial role in the tourism industry. This research examines the perspectives of inhabitants of Al-Ula, Saudi Arabia, regarding the impacts of tourism development on the social, economic, and environmental aspects. It also aims to determine the effect of social and demographic factors on the perceptions of the population. Using quantitative techniques, a survey was distributed to 421 adult residents. The study's foundation was the social exchange theory. The findings reveal that residents hold a neutral to positive outlook towards the social, cultural, and environmental impacts of tourism development, while the economic impacts are neutral to negative. The results further indicate that gender and occupation have a more significant influence on perceptions than age and level of education, which do not significantly affect the population's opinions.59 0