Saudi Cultural Missions Theses & Dissertations
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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.5 0Item Restricted Evaluation of Ecotourism Opportunities for Sustainable Development: A Comprehensive Approach and Ecotourism Opportunity Index for Alula, Saudi Arabia(RMIT University, 2024-03-09) Sahahiri, Riyan; Griffin, AmyEcotourism opportunity evaluation is essential for sustainable tourism management. However, the inherent complexity of the tourism system presents considerable challenges. This complexity arises from ecotourism opportunities' continuous adaptation, diversification, and interconnectedness. Furthermore, the system's cascading adaptive behaviour makes it difficult to accurately predict future outcomes, adding another challenge for planners seeking to evaluate these opportunities. The current approaches to evaluating ecotourism opportunities depend primarily on qualitative measures and fail to sufficiently capture the system's dynamics. Furthermore, these methods lack a comprehensive understanding of the relationships between local communities, tourists, and the natural environment. This limits the evaluation of ecotourism opportunities as a sustainable development strategy. A more systematic and comprehensive approach is needed to address this complexity. Considering the development of ecotourism opportunities in a Complex Adaptive System (CAS), this study proposes a systematic method for measuring the extent of ecotourism opportunities and developing an Ecotourism Opportunity Index (EOI). Alula, Saudi Arabia, was selected as a case study due to its rapidly expanding ecotourism opportunities, providing an efficient environment to comprehend the system’s complexity. To develop this method, three research questions were set for this study: 1. What types of ecotourism opportunities coexist in Alula? 2. Will these opportunities contribute to sustainable tourism? 3. How can ecotourism opportunities be evaluated to develop an index for assessing potential destinations? The study's threefold methodology begins by identifying ecotourism opportunities using the SWOT-Ecotourism Opportunity Spectrum (ECOS) framework. In the second stage, Sustainable Ecotourism Opportunities Indicators (SEOIs) are compiled and validated in their relation to the identified ecotourism opportunities using the Delphi method. In the third stage, Confirmatory Factor Analysis (CFA) is applied to test the validity and reliability of the hypothetical relationships developed by the Delphi method. Data is collected and analyzed using several quantitative methods, including the Weight Scoring Method (WSM), Entropy Weight Method (EWM), Delphi method, and Ecotourism Opportunities Gap Analysis (EOGA), resulting in the measurement of the EOI. The findings of the first research question show that the development of ecotourism opportunities as a CAS is shaped by external (opportunities) and internal factors (strengths). The SWOT-ECOS analysis demonstrated that the destination possessed several variables (95 strengths, 15 weaknesses, 25 opportunities and 10 threats) under five ecotourism opportunity dimensions (nature, environmental education/protection, sustainability, socio-cultural benefits, and tourists' satisfaction) and thirteen criteria. More opportunities have led to more strengths across all dimensions, showing that external factors (opportunities) influence internal (strengths) factors. In addition to this interconnection and adaptive behaviour, the destination’s current ecotourism potential also determines its level of adaptation to internal or external influences. In the second research question, by applying the Delphi method, the study used expert consensus to identify 25 interconnected SEOIs and their corresponding 120 sustainable ecotourism opportunities (strengths and opportunities). It also developed a systems diagram to describe how external or internal factors activate adaptations among dimensions, indicators, and variables (ecotourism opportunities), finally influencing the sustainability of Alula's entire ecotourism opportunities system. The findings demonstrate that no single indicator of sustainability works in isolation because impacts in one part of the system can change another. For instance, Saudi Vision 2030 (an external factor) influenced the sustainable indicator “long-term economic growth” strongly by stimulating long-term planning and infrastructure. However, in an indirect link, Saudi Vision 2030 also affected some other variables. Although protecting threatened species and promoting natural heritage are not a part of Saudi Vision 2030, the long-term planning it provoked with the establishment of the Royal Commission for Alula led to actions to produce these outcomes. This underscores the importance of a comprehensive approach to understanding the sustainability of ecotourism, which is needed because a decision to improve one indicator, such as biodiversity conservation, must consider its effects on others, such as local community engagement or tourist satisfaction. In the third research question, the relationships between the dimensions, criteria and variables are explored quantitatively using confirmatory factor analysis (CFA). The CFA results validated the hypothetical construct that explains relationships between indicators and variables that was developed in the second research question. From this construct, the EOI was developed. The EOI findings demonstrate that Alula and its districts offer promising ecotourism opportunities, and the correlation between dimensions, indicators, and variables in the ecotourism opportunities system is complex and fluctuates based on internal and external factors. The RCU and other government agencies can monitor the sustainability of each of Alula’s ecotourism districts using the index and the ecotourism indicators, such as the indicator “employment opportunities (N21)”, which can bring economic sustainability to local residents. This indicator can allow the local stakeholders to monitor the percentage of local employment that can enhance economic empowerment in the community. RCU has initiated employment-generating programs such as the Alula Oasis. The RCU’s ambitious aim to create the world’s largest living agricultural museum will necessitate a huge workforce, creating employment opportunities for the local residents. By using an employment opportunities indicator to track how many local people are hired for this project, professionals can see how it helps the local economy. Moreover, measuring these sustainable ecotourism opportunities can optimise resource allocation, help monitor sustainability growth, support risk management, encourage stakeholder engagement, and serve as an effective promotional and marketing tool. The development of the EOI represents an innovative method for evaluating ecotourism opportunities. It introduces a new degree of rigour to ecotourism evaluations, allowing for more accurate comparisons and benchmarking among ecotourism destinations and activities. The application of CAS theory to the interpretation of the results provides a more comprehensive comprehension of the dynamics that shape ecotourism opportunities. It broadens the theoretical landscape of the field and may serve as a crucial step for future research employing this theoretical lens. Given the complexity of ecotourism opportunities, this study contributes by developing comprehensive evaluation approaches, such as the SWOT-ECOS analysis and ECOS-Delphi, that assess ecotourism opportunities qualitatively and quantitatively. These approaches are valuable for ecotourism practitioners, policymakers, and researchers as they provide comprehensive evaluations covering all interconnected ecotourism opportunity dimensions, laying a solid foundation for future sustainable ecotourism initiatives, informed decision-making, practical strategies, and policies. The Ecotourism Opportunity Index (EOI) can be used to identify potential ecotourism destinations and inform sustainable tourism plans. EOI can empower local businesses and community leaders to make informed decisions, fostering cultural collaboration and sustainable practices that benefit local economies while preserving environmental and cultural integrity.39 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.53 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.23 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.49 0