Saudi Cultural Missions Theses & Dissertations
Permanent URI for this communityhttps://drepo.sdl.edu.sa/handle/20.500.14154/10
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Item Restricted Integrating Saudi Cultural Identity into Boutique Hotel Guest Experiences in Alignment with Vision 2030: Towards Innovation and Differentiation(Saudi Digital Library, 2025) Alnuwaiser, Raghad; Maekinen, TiiaSaudi Arabia’s Vision 2030 has placed a strong emphasis on cultural identity as a primary element of tourism strategy. As such, cultural hospitality is reconceptualized as a vehicle for national identity, cultural diplomacy, and tourism product differentiation. In this regard, boutique hotels are specifically designed to offer a culturally rich and personalized guest experience. However, despite this strategy, literature on hospitality and tourism in Saudi Arabia is limited and often focuses on niche areas such as architectural heritage or service quality, overlooking the integration of cultural identity into the holistic guest experience. This study addresses this gap by exploring how Saudi cultural identity can be systematically integrated into boutique hotel guest experiences to enhance authenticity, innovation, and differentiation. Using a qualitative multiple-case study design, the research analyzes online guest reviews of boutique and heritage hotels across key Saudi destinations, including Riyadh, Jeddah, and AlUla. The study employs inductive thematic analysis to identify patterns related to cultural design, service interactions, culinary experiences, and the balance between modern luxury and traditional elements. Findings reveal that deeply embedded cultural elements significantly enhance guest satisfaction and create meaningful, memorable experiences. Guests particularly value authentic spatial design, culturally informed service interactions, and traditional culinary offerings. However, gaps remain in staff cultural competence and the depth of storytelling, leading to occasional inconsistencies in the overall guest experience. The study proposes a Cultural Cohesion-Integration Framework (CCIF), offering a structured approach for embedding cultural identity across strategic, operational, and experiential dimensions. This framework provides practical guidance for boutique hotel managers and policymakers, supporting the alignment of cultural preservation with innovation and tourism development under Vision 2030.9 0Item Restricted The Impact of Vision 2030 on English language programmes in a Saudi University: lecturer's perspectives on programme developinent and policy alignment(Saudi Digital Library, 2025) Alanazi, Maryam; Guillen, VictorEnglish has become central to Saudi Arabia’s education plans under Vision 2030, where it is seen as a tool for preparing graduates for the global job market while maintaining Arabic culture. Previous studies have mostly looked at student outcomes or broad policy goals, but the views of lecturers who put these reforms into practice are often missing. This dissertation explores how English lecturers at a Saudi university perceive programme development and whether these programmes align with Vision 2030. The study uses a qualitative design with an open-ended questionnaire adapted from earlier work. Eight lecturers took part, sharing views on programme goals, curriculum development, institutional support, cultural identity, teacher agency, and professional development. Their responses were analysed using thematic analysis following Braun and Clarke’s (2006) six-step framework, to capture both common patterns and individual experiences. The results show that lecturers recognise the importance of Vision 2030 and see clear changes in English programmes, such as more focus on communication, workplace skills, and academic writing. At the same time, they report challenges, including limited institutional support, weak professional development, and tensions between English and Arabic. While most lecturers did not feel restricted by their institutions when applying the changes for Vision 2030, one respondent reported facing challenges. Others saw space for innovation and adaptation. The study concludes that while Vision 2030 has influenced English teaching in important ways the success of these reforms depends on how lecturers understand and implement them in their own contexts. Their views highlight the need for stronger institutional support and training, as well as programmes that balance global needs while keeping the local identity. These findings could add to academic discussions and may help policymakers and university leaders to connect the national goals with classroom realities.20 0Item Restricted The role of social media in cultural awareness among Saudi University students(Saudi Digital Library, 2025) Alqarni, Muhsen Mudhhi; Bañon, CastellónThis era is characterised by rapid development in technology and communication, which has led to many rapid changes locally and globally. This study investigates the role of social media in shaping cultural awareness among university students in Saudi Arabia. The investigation explores the interferences and opportunities of social media in cultural and social development in Saudi Arabia. The research uses mixed methods to analyse the responses of QRR Saudi university students and ST interviews conducted with university professors. It found that social media dramatically enhances students' cultural interaction and educational engagement. It increases the level of harmony in society and facilitates communication with specialists and official cultural accounts. The work addressed individual, political, economic, and cultural interferences on social media, which affect cultural awareness. It recommends combating information distortion and extremism. Moreover, activating the role of educational institutions, improving systems to monitor misleading content, and increasing diverse cultural content could lead to critical use and cooperation with others to promote diversity, exchange, and meaningful dialogue.19 0Item Open Access Redefining Saudi Female Identity: The Role of Social Media Influencers in Shaping Cultural Norms(City, University of London, 2024-09) Hakami, Assma; Patel, SusmiThis dissertation investigates the transformation and the impact of social media on the cultural identity of young Saudi women, particularly through the lens of Social Cognitive Theory (SCT) and the concepts of Wishful Identification and Parasocial Relationships (PSRs). This research concentrates on how Saudi female influencers on Instagram are challenging traditional norms and cultivating a hybrid identity that balances both cultural heritage and modern values. Utilizing a triangulation of data collection approaches, including Netnography and semi-structured interviews, this study investigates the role of these microcelebrities in shaping the career aspirations, lifestyle choices, and social behaviors of their followers. The findings reveal that these influencers significantly contribute to the redefinition of Saudi female identity by promoting entrepreneurial mindsets and progressive lifestyles, while still respecting cultural traditions. By using the Social Cognitive theory, Parasocial Relations and Wishful Identification, the research examined the psychological mechanisms behind this influence, demonstrating how frequent exposure to and engagement with influencer content leads to the internalization of new cultural norms. The research concluded with three emergent themes that contextualized the cultural shifts in Saudi female identity.69 0Item Restricted Examining the Effects of the Globalization of English on the Cultural Identity of University Level Students in Saudi Arabia(Saudi Digital Library, 2023-12-01) Alkroud, Sarah; Solano, Victor GuillenAfter the announcement of Vision 2030, English has become an increasingly dominant language in Saudi Arabia and is now the language of choice for many aspects of everyday life. As the language of international business, education, and communication, English has had a major influence on the way people communicate, interact, and construct their cultural identity. As a result, there is a need to explore how English as a global language has affected the cultural identities of Saudis, and how it may have potentially impacted their sense of cultural belonging. This study investigates the effects of the globalization of English on the cultural identity of university level students in Saudi Arabia. Through a qualitative phenomenological approach, this study employs semi-structured interviews on a sample of 6 participants. The primary objective of this study is to understand participants' perspectives and feelings towards the globalization of English and how it may have influenced their sense of cultural identity. Additionally, the study investigates participants' attitudes towards English-speaking cultures and the spread of the English language, aiming to uncover the relationship between their attitudes towards Saudi and English-speaking cultures and how these factors shape their cultural identity as Saudi individuals. The findings of this study illustrate that there is a potential effect on cultural identity, depending on the age of acquisition, method of acquisition, and affiliation with culture. The limitations in this study were in the generalizability of its findings due to the small sample size. In addition, the findings of this study are potentially culture specific. Therefore, further research on a sample of different cultural backgrounds is encouraged. Moreover, the complexity of the concepts investigated, in addition to the language boundaries, limited the findings of this study.43 0Item Restricted The Impact of Social Media on Saudi Cultural Identity: Applied Study on the Population of the Eastern Province of Saudi Arabia(Saudi Digital Library, 2023-11-09) Shareef, Lujain; Killick, EvanThis dissertation examined the influence of social media on Saudi cultural identity. It used a descriptive methodology by surveying 242 people in the Eastern Province of Saudi Arabia and interviewing ten specialists. The main objective was to examine how social media affects Saudi cultural values and traditions. According to other studies, social media helps preserve culture and promotes foreign values that could conflict with regional rules. Most participants in this study agreed that social media had influenced Saudi cultural identity by disseminating novel habits and rituals. The main positive results were promoting tourism and eliminating cultural stereotypes about Saudi Arabia. Social media has brought unfamiliar events like Halloween and New Year parties and new phenomena such as imitating social media celebrities. The ease of social media's reach and use, lack of control, and social engagement in social media applications are crucial elements that make it possible to have cultural consequences. The recommendations emphasised heritage advocacy, cultural education for youth, parental supervision of children's media use, and government actions to police inappropriate online content. Although social media has affected Saudi culture, this dissertation showed that efforts made in unison between individuals, schools, and governments can reduce dangers and maximise the advantages of the impact of social media on Saudi cultural identity.606 0