Saudi Cultural Missions Theses & Dissertations

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Impact of Smart Hotel Technology on Hotel Guests’ Acceptance and Experience in the UK
(Oxford Brookes University, 2024-09) Hilmi, Rana; Macaveiu, Claudia
This dissertation aims to examine, understand, and explore the effects of smart hotel technology on guests in the UK. Contactless solutions such as digital check-ins/check-outs, AI-based chatbots, or mobile-based room service, in addition to robotic service delivery, have spearheaded increased convenience, customized experiences, and overall guest satisfaction within the hospitality industry. The study aligns itself with a positivist paradigm and uses a deductive approach to research, which is a quantitative descriptive type of research. Primary data is obtained through self-developed and validated closed-ended questionnaires, which are administered to 100 UK hotel guests who are frequent users of hotel services, and this ensures empirical validation of the hypothesis that will be used to assess the impact of smart hotel technology on guests' experience. The systematic review focuses on the advantages of adopting smart hotel technology as well as its impact on the customers and the implementation challenges, such as high implementation costs, cybersecurity issues, and resistance from the older generations. To overcome these barriers, the study suggests that there is a need to set adequate resources in cybersecurity measures, offer elaborate training, enhance the interface, and incorporate the views of guests into the design of the systems. Addressing these challenges, therefore, enables the complete realization of advanced smart hotel technology that offers high-value guest experiences and efficiency gains to hotels. The results provide significant implications for hotel managers in understanding certain specific technology factors and enhancing different dimensions of the guest experience in the context of the emerging hospitality environment.
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Enhancing the Pilgrimage Experience: An In-depth Analysis of Religious Tourism for Hajj
(Middlesex University, 2024-09) Farea, Fahd; Terzidou, Matina
Summary Hajj is one of the most important events in the Islamic calendar, often requiring Muslims to attend the event at least once in their lives. Each year, the event attracts millions of people, leading to congestion especially due to the growing number of unauthorised pilgrims. Although the Ministry of Hajj and Umrah (MHU) is responsible for planning Hajj during the Islamic month of Dhu al-Hijjah from the 8th- 12th day of the month, some of the events have been marred with casualties as stampedes result in thousands of people being injured. Furthermore, the event occurs during the summer which means extreme heat, often affecting the elderly. In recent years, technologies have been used in an attempt to improve the experience and organisation of pilgrims. To investigate the social phenomenon, this study adopted an interpretivist approach through a descriptive design, an inductive approach and qualitative semi structured interviews. The goal was to provide the participants an opportunity to explain their ideas, beliefs and experiences. The current study also includes twelve participants purposively selected from three agencies that organise or facilitate the Hajj experience in one way or another. From the thematic analysis of the interviews, the current research found that the expectations of Hajjis play a crucial role in shaping their experience during the pilgrimage. Finally, the study found that communication challenges from non-Arab speakers particularly, climate issues and infrastructural issues account for some of the main challenges that affect the pilgrim experience for Hajjis in Saudi Arabia.
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Investigation of Frontline employees’ Job Satisfaction in Budget Hotels in Saudi Arabia: From women Perspective
(University of Surrey, 2024-09-06) Alshehri, Sarah; Lorna
Saudi Arabia (SA) is among the most popular tourist destinations, as it is rich in culture and history and offers the opportunity to experience scenic infrastructure and desert safaris. Tourism is vital in bringing in foreign currency, which ultimately contributes to SA’s economy. The hotel industry’s main objectives are to meet the needs of and arrange the best possible experiences for customers. The Saudi government is seeking to establish a more balanced economy by reducing its reliance on the oil industry and supporting the hospitality industry. In SA, the hotel industry has begun to expand in accordance with Vision 2030, which aims to make the country a desirable tourist destination. The hotel sector is critical to a country's economy, particularly SA’s, because it generates significant revenues while providing countless jobs for its residents. Budget hotels, which serve a large number of travellers each year, contribute substantially to the tourism industry. Given the significance of this industry, satisfaction among employees in the hotel sector is critical to sustaining service quality and ensuring the sector's continued success. The government needs women employees to achieve this goal because of the economy's labour requirements and the rights guaranteed by Islam. Despite the fact that Islam and Saudi legislation require gender equality in the workplace, women in SA have been insufficiently represented. Such challenges have impacted their job satisfaction. Additionally, cultural and religious beliefs have perpetuated men’s dominance in the workforce, limiting career prospects for women. Furthermore, Saudi women are seen as responsible for looking after their family members and homes from an early age; this accepted custom and norm may hinder their professional growth. Gender equality in the workplace has been subject to extensive investigation in Western countries but remains an underexplored area in SA, particularly in the hotel sector. Thus, this dissertation investigates Saudi women hotel employees’ job satisfaction, with a special focus on factors influencing their job satisfaction to reveal how budget hotel companies might improve gender equality and job satisfaction. The research findings can assist decision makers in the hotel industry and hotel managers in gaining a clearer understanding of women employees’ job satisfaction to develop work regulations that ensure gender equality. A qualitative study was carried out to investigate the job satisfaction of 15 women front-line employees working in budget hotels in SA. Semi-structured interviews, the primary method of data collection, were carried out to obtain in-depth information about their job satisfaction. The data were analysed thematically to find recurring patterns and themes in the participants' narratives. Furthermore, issues of ethics, reliability and validity were addressed. These interviews yielded detailed insights into these women's personal experiences and perspectives and revealed the factors that influence their job satisfaction. Specifically, the findings revealed that women employees of Saudi budget hotels are dissatisfied due to a number of interconnected variables that have a negative impact on their work experience. One of the most obvious reasons is low salaries, which not only impact their financial security but also lead to a sense of undervaluation by their employers. Furthermore, a lack of opportunities for promotion and career advancement exacerbate their dissatisfaction. Long working hours also impact these employees' work–life balance; they are frequently unable to manage personal commitments due to their strict schedules, resulting in increased stress and job dissatisfaction. Exacerbating these challenges is insufficient supervision, resulting in a lack of guidance, support and appreciation of their work. This not only reduces motivation but also perpetuates a work atmosphere in which their contributions are undervalued and neglected. These factors produce an environment that fails to meet women employees’ needs and expectations, resulting in widespread discontent. Furthermore, the study found that gender discrimination is a prevalent problem, with all women employees believing they are treated unjustly compared to their male colleagues. This finding emphasises the need to implement strategies to enhance women job satisfaction, such as flexible working hours and policies that ensure workplace equality. These findings are surprising given the significant emphasis on women equality in Islamic teachings, which are central to Saudi society. An important finding is the similarity in the work experiences of Saudi women and women residing in Western nations, despite cultural and religious differences. This unexpected similarity implies that the obstacles women encounter in the workplace are not limited to Western cultures but can also occur in countries where gender equality is a religious and cultural requirement. This finding is significant because it undermines the premise that Islamic teachings inherently preclude gender-based discrimination in the workplace. Based on these findings, hotel management and politicians should work together to design comprehensive measures that promote gender equality in the workplace. This involves updating current regulations to make them more inclusive, offering training programmes to improve awareness of gender prejudice and establishing ways for employees to express their concerns without fear of punishment. Furthermore, there should be a concerted effort to match workplace practices with Islamic concepts of justice and equality, ensuring that all employees, regardless of gender, are treated fairly and respectfully. This research has far-reaching ramifications, especially for hotel managers, legislators and tourism experts in SA. The study emphasises the importance of focused interventions to address the unique issues that women hotel employees face. Policies that support equitable promotion methods, ensure fair compensation and enable flexible working arrangements that allow members of the labour force to fulfil work and family responsibilities must be established to improve job satisfaction and prevent turnover. Furthermore, the study emphasises the need to cultivate a supportive supervisory environment and provide gender sensitivity training to reduce unconscious prejudices and build a more inclusive workplace. For policymakers, the findings highlight the need for stricter anti-discrimination laws and the development of oversight agencies to promote workplace gender equality norms. Public awareness initiatives and educational reforms should also be implemented to change cultural beliefs and diminish the social acceptance of gender inequality. These indicators are critical for aligning workplace practices with the Islamic ideals of justice and equality, which advocate for the equal treatment of all people, regardless of gender.
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THE IMPACT OF THE DEVELOPMENT OF PUBLIC TRANSPORTATION ON THE TOURISM SECTOR IN THE KINGDOM OF SAUDI ARABIA
(Bournemouth University, 0024-05-24) Alrashdi, Mohammed Sulaiman; Shiva
The research is based on the importance of public transportation development and its impact on the tourism industry of Saudi Arabia (SA). It highlights the impact of developing the transport facility that can help in attracting the potential tourist from the UK. SA has potential tourist destination in the country that makes it one of the major tourist spot for the visitors around the globe. The research questions have identified in the research that highlights various aspects of the research topic. In the theoretical framework, the innovation and future development process of SA’s public transportation system highlights the adoption of new technologies and scientific techniques. The developed strategies of public transportation in tourism contribute to enhance its profitability. The strategies of Tourism marketing follow and understand the needs and expectations of customers for online bookings, focusing on mobile, as well as optimized market. Sustainable tourism widely focuses on schemes to create a low carbon as well as encourage travel. Scientific Management Theory and Diffusion of Innovation Theory develop new ideas and practices of tourism key concepts. The research methodology introduces the concept and benefits of positivism research philosophy, deductive research approach, and descriptive research design. The data collection method is done through primary quantitative method from survey. Reliability and validity are used in research study for maintain accuracy and consistency of research study. Random sampling is used for collecting responses from 155 people working in Saudi Arabian tourism sector. Ethical considerations are used in research paper to protect it from any type of harm. Findings and discussion of the research topic is by conducting an online survey among 155 participants regarding the 11 questionnaires. Public Transport helps in reducing carbon emissions and traffic congestion in the country for tourist’s attraction that are environment conscious. The development of Saudi vision 2030 strategy focuses on developing the sector of tourists. The outcome of the research has been identified. It identifies that development and innovation of the PT system improves tourism comfort ability and safety. Some recommendations on the development of PT have also been given; the future scope and research limitation have also been identified here.
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The Effect of Environmental Factors of Social Cognitive Theory on Hotel Employees’ Turnover Intention in Saudi Arabia
(Texas Tech University, 2024-08-08) Monshi, Bayan; Blum, Shane C.
The Kingdom of Saudi Arabia (KSA) has heavily invested in high-end hotels serving guests for seasonal religious holidays and other religious tourists, international vacationers, and business conventions. For the time being this investment may have given the KSA a competitive advantage over other international high-end hotel competitors who serve some of the same groups. This investment has also been an effective economic diversification away from KSA’s over-dependency upon its petroleum- based economy that largely supports its public works infrastructure and population social services. However, this barely two-decade old business is relatively still in its infancy. Aside from the fact that the KSA has benefitted from a combination of economically beneficial natural resources, favorable political advantages of its hegemony, and financial good fortune, it also is vulnerable to potentially destabilizing forces. These hazards include unemployment, revenue volatility, and international competition for front-line expatriate labor. Although these forces are uncertain, they are potentially imminent threats. The purpose of the study was to explore the influence of environmental work-life balance, supervisory support, training and development antecedents, as they potentially could impact cognitive or personal factors such as hotel employee engagement and job satisfaction, that in turn could influence their intention to quit. Since the majority (approximately 60%) of the labor pool of front-line workers in KSA high-end hotels consists of lower paid, one-year contractors separated from their families for long periods, competitive offers from other jobs could entice them to leave. Alternatively, since the approximately 40% national KSA labor force are more formally educated, younger, more inexperienced, and higher paid, competitive offers could pursued them to leave for a variety of reasons such as employee disengagement or lack of supervisory support. Thus, both KSA high-end hotel labor populations possess potential motivations for turnover, and thus disruption could pose significant challenges in either case. The results of this study of 164 Saudi Arabian national and 101 expatriate participants - 265 full-time employees in total - employed by 10 high-end 5-star hotels in Saudi-Arabia, in a 52-question survey using seven research scales support Social Cognitive Theory (SCT). This was Bandura’s (1969; 1986) assertive framework that employee behaviors such as turnover intentions are influenced by social learning early in life. In this case, the specific results of this study suggest that factors such as work-life balance, supervisor support, and employee work engagement objectives of high-end hotel employees are significant causal factors that cognitively drive affective commitment towards turnover intentions one way or another. In this study, it was discovered that turnover intentions vary for two very different employee demographics: a) the propensity of high-end hotel 24/7/365 work employment tendency to tilt towards imbalance of work-life over home life for expatriates who are away from families for extended periods; and/or (b) the propensity of work-life imbalance, unsatisfactory supervisory support, or lack of sufficient employee engagement for KSA management employees that could lead to turnover. While these outcomes have been suggested by this study which has narrowed the labor knowledge gap about high-end hotels in the KSA that influence turnover intentions, there remain tenuous labor uncertainties that cloud the future justifying additional studies. The significance of these efforts is elevated by the high-stakes risk taken by the KSA government and citizenry, that may rest upon the will of the majority expatriate high-end front-line hotel labor force and their KSA, predominantly managerial labor force, to resist the temptation of turnover intentions.
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Adapting to Change: The Integration of Artificial Intelligence (AI) to Address Labour Shortages in UK Hospitality
(Bournemouth University, 2024) AlMalki, AlAnoud Awadh Yahya; Ladkin, Adele
This dissertation explores the transformative role of Artificial Intelligence (AI) and digital innovation in mitigating labour shortages within the UK's hospitality industry. Amidst an era marked by significant staff deficits, exacerbated by demographic shifts, Brexit, and the aftermath of the COVID-19 pandemic, the hospitality sector faces unprecedented challenges. Through qualitative research, involving semi-structured interviews with four hotel managers, seven hotel staff and two customers. This study delves into the multifaceted impacts of AI integration on operational efficiency, employee dynamics, and customer satisfaction. Findings indicate that AI technologies—spanning predictive analytics, service robots, and digital training platforms—offer potent solutions to labour scarcities by enhancing service delivery, streamlining recruitment, and fostering workforce development. Yet, the adoption of such technologies is not without its challenges, including substantial initial investments, requisite skill upgrades for existing staff, and potential impacts on employment. This research further examines the distinction between AI-equipped and traditional hotels, revealing that while AI promises operational advancements and cost efficiencies, the human element remains irreplaceable in ensuring guest satisfaction. In conclusion, the study underscores the necessity of a balanced approach towards AI adoption in the hospitality sector, advocating for strategic planning and stakeholder engagement to leverage technology effectively while preserving the essence of hospitality's human touch. The insights gleaned from this investigation not only contribute to academic discourse but also offer practical guidance for hospitality managers and policymakers navigating the sector's digital transformation journey.
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Exploring the Relationship Between Biophilic Design Elements in Hotels and Guest Experience from the Customer Perspective in Saudi Arabia
(Swiss Hotel Management, 2024-02) Alderan, Majed Abdulaziz D; de Leymarie, Xavier
This study investigates the influence of biophilic design on guest experiences in Saudi Arabian hotels, addressing a gap in empirical research within the hospitality sector. Through a mixed-methods approach, using quantitative and qualitative survey, the research explores the relationship between biophilic elements in hotel environments and guest satisfaction. Findings indicate a significant positive relationship between the presence of natural design elements and enhanced guest experiences, highlighting the importance of incorporating biophilic design for improving well-being and satisfaction. This study contributes to the growing body of knowledge on biophilic design in hospitality, offering insights for architects, designers, and hotel operators aiming to leverage environmental psychology to enhance guest experiences. It underscores the potential of biophilic design not only as an aesthetic preference but as a strategic tool for boosting guest satisfaction and loyalty within the context of Saudi Arabia's evolving hospitality landscape, aligned with the Vision 2030 objectives of economic diversification and sustainability.
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THE IMPACT OF PREFORMANCE APPRISAL ON EMPLOYEES’ COMMITMENT AND MOTIVATION AT TOURISM HOTELS IN JEDDAH
(Oxford Brookes University, 2024-03-12) Aloqab, Ameera; Yan, Gordon
In the context of Jeddah's tourist hotels, this study investigates how performance reviews affect workers' dedication and enthusiasm. Examining the interplay between performance review, employee dedication, and intrinsic motivation in this sector is the study's primary objective. The research lays forth many important goals to accomplish this purpose. The primary goal of the research is to have a better understanding of performance evaluation and its effects on workers. This requires an in-depth investigation of performance evaluation's theoretical foundations and practical consequences within the specific context of Jeddah's tourist hotels. There is a main research component to the study that involves interviewing employees to get their first-hand accounts and empirical evidence. The research aims to capture the positive and negative effects of performance assessment on employee motivation and commitment through these interviews. Furthermore, using a qualitative method with the adoption of primary research method allows for a more in-depth exploration of the personal perspectives and encounters of those employed by tourism establishments by way of conducting interviews among targeted participants. The analysis of the collected data follows the data collecting step of the study. The purpose of this part is to assess the results by comparing them to previous studies and noting any discrepancies or overlaps. By contextualising the study's findings within the larger corpus of literature on performance evaluation, motivation, and commitment, this comparative analysis strengthens the study's validity. Consequently, in order to draw significant conclusions, the research combines its results. Further research is needed to fill in the gaps and reduce the detrimental effect of performance assessment on staff motivation and commitment at Jeddah's tourist hotels, according to the study's suggestions. This research adds to the continuing discussion about how to optimise performance evaluation procedures in the specific setting of the hotel and tourist industry by using a comprehensive approach that integrates academic knowledge with witness accounts.
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The influence of Social Media on customer decision-making process: A Study on Restaurants in Riyadh, Saudi Arabia
(Saudi Digital Library, 2023-11-28) Alenezi, Omaima; Cox, Peter
The rising prevalence of social media applications has significantly amplified the influence of online communication, particularly when it comes to recommending or advising against dining at specific restaurants. This study investigates the impact of online user-generated reviews on customer behavior and decision-making in Riyadh's restaurant industry, aiming to fill a research gap in this area within Saudi Arabia. Given the growing prominence of online reviews, understanding their power on customer choices is crucial for restaurants to remain competitive. This research employs theories like the Elaboration Likelihood Model (ELM), impulse buying behavior, communication process theory, electronic Word-of-Mouth (eWOM) credibility, and the theory of reasoned action to formulate five hypotheses and gain insights into the effect of comments on customers. Data was gathered from 184 participants in Riyadh, Saudi Arabia, through a 19-question survey featuring closed-ended questions with response scales, influential ratings, and binary options (yes/no). This methodology yielded primary quantitative data, which underwent statistical analysis to uncover patterns and relationships. Chi-squared test was applied to validate the hypotheses, and the findings were briefly presented through charts and tables. The study's outcomes highlight the significant influence of comments on social media platforms in shaping customer decision-making processes specifically in Riyadh, Saudi Arabia.
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RELIGIOUS TOURISM IN MECCA FROM A STRATEGIC PERSPECTIVE
(Saudi Digital Library, 2023-11-26) Alaklabi, Abdulaziz; Ladkin, Adele
Religious tourism is vital in Mecca, Saudi Arabia, as millions of pilgrims visit the city annually for spiritual fulfilment and religious rituals. This dissertation investigates the significance of Mecca as a pilgrimage destination, its economic impact, employment opportunities, cultural preservation, and the overall pilgrimage experiences of participants. The study adopts a cross-sectional survey design, collecting data from 31 participants who have visited Mecca for religious purposes. The findings reveal that Mecca holds profound spiritual and cultural significance for pilgrims, providing transformative and spiritually fulfilling experiences. The unanimous agreement among participants highlights the positive economic impact of religious tourism on the regional economy and employment opportunities. The influx of pilgrims generates demand for various services and industries, contributing to job creation and economic growth. Participants believe Mecca's customs and cultural heritage have survived the influx of pilgrims, emphasizing the city's commitment to cultural preservation. Furthermore, pilgrims overwhelmingly recommend others to visit Mecca, reflecting the spiritually rewarding nature of the pilgrimage. Strategic recommendations for stakeholders managing religious tourism in Mecca are provided, including promoting sustainable development, preserving cultural heritage, enhancing infrastructure, creating employment opportunities, and ensuring the safety of pilgrims. The study's limitations include restricted sample size and potential response biases, impacting the generalizability of findings. Future research could explore the environmental impact, social implications, and technological interventions in religious tourism. A longitudinal study could also assess changes in pilgrims' perceptions over time. In conclusion, religious tourism in Mecca is a key driver of economic activity, cultural preservation, and spiritual enrichment. By embracing strategic recommendations and continuous research, Mecca can sustain its significance as a sacred pilgrimage site while fostering economic development and cultural preservation for future generations.
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Saudi Cultural Missions Theses & Dissertations

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