Saudi Cultural Missions Theses & Dissertations
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Item 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.12 0Item Restricted Investigating Cultural Diversity Challenges and Communication Strategies among Professional Services Staff at British Higher Education Institutes(University of Sheffield, 2024-09-05) Alotaibi, Theeb; Bennett, Safak TartanogluPurpose: This study was intended to provide guidance to British higher education institute (HEI) staff, particularly managers and team leaders. The objective was to explore the challenges created by cultural diversity among professional services staff at British HEIs and examine how communication strategies can help overcome these challenges. Research Design: A quantitative methodology – specifically, a questionnaire – was used to collect data from a sample of 24 participants employed at British HEIs. The survey was created to evaluate their perceptions of challenges linked to cultural diversity and the effectiveness of existing communication strategies in overcoming these challenges. SPSS was used to conduct a correlation analysis of the collected data to identify the relationships between cultural challenges and demographic variables; between training programmes, communication strategies, and demographic variables; and between cultural challenges, training programmes, and communication strategies. Findings: Analysis of the data collected from 24 respondents revealed the following: Cultural diversity has a significant impact on teamwork and communication in the workplace. Participants faced issues stemming from language proficiency, social isolation, and differing workplace expectations. The communication tools most frequently used to promote understanding and inclusivity are emails, team meetings, training programmes, and social events. These findings emphasise the importance of addressing challenges stemming from diversity in a multicultural setting. Additionally, the study found that while some strategies were effective, there is a dire need for a more consistent and comprehensive implementation of these strategies across HEIs. Limitations: The study sample was limited to professional services staff at selected institutes, which may not fully represent the broader higher education sector. The timing of the data collection introduced additional limitations; specifically, the collection of responses over the summer term impacted the response rate. Managerial Implications: The findings suggest that managers at British HEIs can better manage cultural diversity by adopting more precisely tailored communication strategies. These institutes should focus on implementing comprehensive training programmes and fostering an inclusive environment that effectively supports diverse staff.11 0Item Restricted ENGLISH LEARNERS’ PERCEPTIONS AND USE OF ORAL COMMUNICATION STRATEGIES IN A SAUDI HIGHER EDUCATION CONTEXT(The University of Utah, 2024-08) Kinani, Maryam; MaryAnn, ChristisonThis M.A. thesis research investigates the use of oral communication strategies among academic English as foreign language learners at a Saudi University. The research aims to identify the types of communication strategies employed by academic learners and the frequency of their use. The study also examines the relationship between the use of these strategies and learners’ English proficiency levels and their academic experience. A total of 155 undergraduate students participated, representing diverse disciplines such as Engineering, Medicine, and Business. Data were collected using Nakatani’s Oral Communication Strategies Inventory (OCSI), a validated tool designed to measure strategies for coping with challenges related to speaking and listening in an additional language. The findings reveal that the most frequently used speaking strategies were nonverbal, negotiation for meaning while speaking, and fluency-oriented strategies while the most common listening strategies were nonverbal, negotiation for meaning while listening, and word-oriented strategies. Although proficiency level and academic experience were not found to be predictors for the use of specific oral communication strategies, there was a significant difference found for one strategy. Low proficiency students relied more on the message abandonment strategy compared to high level ones. These results underscore the importance of developing pedagogical approaches to enhance communicative competence and raise the awareness of using oral communication strategies in English as a Foreign Language (EFL) contexts.19 0