Saudi Cultural Missions Theses & Dissertations
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Item Restricted Quantitative Investigation of AlUla Town’s Destination Image among UK and Gulf Residents: A Comparative Study(University of Strathclyde, 2024-08-14) Alanazi , Yasamiyan; McLean, GraemeAbstract Background This study aims to fill a significant gap in understanding AlUla Town's destination image, which lacks comprehensive research despite its cultural and historical importance. By examining the influence of modern technology and immersive digital content, the study explores how these elements shape perceptions of AlUla among UK and Gulf residents. This research contributes to understanding how technological advancements can enhance destination marketing, aligning with Saudi Vision 2030's objectives to diversify the economy through tourism and promote AlUla as a key destination. Methods The methodology for this study included a cross-sectional survey design using Qualtrics, an online survey platform, to gather participant data. Two surveys were employed: one featured video content, while the other utilized text descriptions. The study aimed to assess how different media formats impact perceptions of AlUla Town's destination image among UK and Gulf residents. This study utilized quota sampling to ensure a balanced representation of UK and Gulf residents, allowing for a comprehensive analysis of AlUla Town's destination image perceptions across diverse cultural contexts. Data collected through these surveys were analyzed using SPSS version 25, allowing for descriptive and inferential statistical analyses to evaluate the research hypotheses and ensure comprehensive insights into participants' intentions and perceptions. Findings Data analysis from 320 participants via an online survey provided insightful findings supporting the research aims. The study revealed that AlUla's attractiveness significantly influences tourists' intention to visit, showing a strong correlation between allure and tourist interest. Additionally, immersive video content was more effective than textual content in boosting visit intentions and capturing potential tourists' attention. Rich media content proved effective across demographics, enhancing AlUla's appeal. Notably, UK consumers demonstrated a higher intention to visit AlUla than Gulf residents when exposed to immersive video content, suggesting regional variations in media consumption influence promotional strategy effectiveness. Conclusion This study suggests that AlUla Town can enhance its tourism appeal among UK and Gulf residents by implementing culturally tailored marketing strategies. Incorporating immersive and interactive content, such as virtual reality tours showcasing AlUla's historical and cultural attractions, could significantly boost engagement for UK residents. Additionally, emphasizing luxury and exclusive experiences may attract Gulf residents. By collaborating with regional influencers and offering promotional incentives, AlUla can enhance its visibility and appeal across these markets, ultimately fostering stronger connections and higher satisfaction rates among international tourists.19 0Item Restricted The Role of Social Media Influencers in City Branding(University of Essex, 2024-10-10) Alzahrani, Ruba Ahmed J; Ferreira, Marcia ChristinaThe research investigated how social media influencers affect city branding, paying particular attention to the influencer marketing tactics used to project a positive city branding image, which influencer characteristics are best able to support city branding strategies, and which strategies have a positive impact on city branding tourism through influencer marketing tactics aimed at shaping consumer choice. A systematic literature review was conducted which analysed journal articles published on the topic between 2010 and 2023. Thematic analysis was employed to identify the emergent themes in three key categories: influencer marketing tactics, influencer characteristics, and city branding strategies. The analysis revealed that successful influencer marketing tactics for city branding involve authentic storytelling, community engagement and strategic collaborations. In the category influencer characteristics, the themes of credibility, trustworthiness and alignment with target audience values emerged as crucial aspects for effective city branding promotional activities. Lastly, the analysis showed that city branding strategies led to a positive impact on consumers’ choices by leveraging both digital and traditional marketing channels, emphasising the need for high-quality content, creativity and data-driven decision-making. The research findings revealed the impact of influencer marketing in shaping destination brand image and driving travel intentions. They further highlighted the importance of selecting authentic influencers who are able to create compelling narratives and foster genuine connections with their audience. By integrating influencer marketing with a comprehensive branding strategy, cities are able to effectively promote their unique offerings and attract visitors, investors and residents in the digital age.48 0Item Restricted SHATTERED PERCEPTIONS: HOW NEGATIVE NEWS TRUMPS DESTINATION IMAGE IN CONFLICT-RIDDEN REGIONS(Queensland University of Technology, 2024) Moathen, Wael; Wang, Di; Beatson, AmandaThis research investigates the causal effect of negative news media on destination image formation in conflict-ridden regions, addressing a critical gap in tourism literature. Destination image is pivotal in tourists’ decision-making processes and overall destination competitiveness. In conflict-ridden regions like the Middle East, negative news coverage can significantly impact these perceptions, potentially deterring visitors and affecting tourism economies. Despite the recognised importance of news media as an autonomous agent in image formation, limited empirical research has examined its causal effects, particularly in conflict- ridden areas. This study aims to comprehensively understand how negative news shapes destination image, the underlying mechanisms of this effect, and potential moderating factors. Study One establishes the main effect of negative news on destination image through a 2 (within-subjects: Time [before news story, after news story]) × 2 (between-subjects: News Frame [thematic, episodic]) × 4 (Countries [Turkey, Saudi Arabia, Dubai, Qatar]) experimental design. Analysis of variance (ANOVA) reveals that negative news significantly decreases destination image for the featured location and, to a lesser extent, other destinations in the region. The study demonstrates the robustness of this effect across different news frames, providing initial evidence for the pervasive impact of negative media coverage on regional perceptions. Study Two replicates and extends these findings using a 2 (Story type: negative v. ordinary) × 2 (Connotation: negative v. neutral) × Continuous prevention focus, between- participants experimental design. Through mediation analyses, it identifies perceived risk and negative emotions as significant mediators in the relationship between negative news and destination image. Additionally, moderation analysis reveals that prevention focus moderates the effect of negative news on perceived risk, with high prevention-focused individuals being more susceptible to negative news effects. Study Three further confirms these results and examines the impact across different travel arrangements using a 2 (Story type: negative v. ordinary) × 2 (Travelling arrangements: independent traveller v. all-inclusive packaged travellers) between-participants experimental design. The findings demonstrate that the negative effect of news persists for both independent iv Chapter 1: Introduction and package travellers, challenging assumptions about the risk-mitigating potential of all- inclusive packages in conflict-ridden destinations. Theoretically, this research makes several important contributions. It provides the first causal evidence of the negative effect of news media on destination image formation in conflict-ridden regions, addressing calls for more rigorous methodologies in this area. Identifying perceived risk and negative emotions as mediators advances understanding of the psychological mechanisms underlying this effect. Further, the research extends the application of regulatory focus theory in tourism contexts by demonstrating its relevance to news processing and destination perceptions. This research fills a significant geographical gap in tourism studies by examining an under-researched geographical region, thereby enhancing the global relevance of tourism scholarship and providing valuable insights for both academic discourse and practical tourism management. Practically, the findings offer valuable insights for destination marketing organisations in conflict-ridden regions. The research underscores the need for proactive media monitoring and rapid response strategies to counteract negative coverage. It highlights the importance of addressing both cognitive (perceived risk) and affective (negative emotions) components in image management efforts. The findings related to prevention focus suggest the need for tailored marketing approaches that consider individual differences in risk sensitivity. In conclusion, this research comprehensively examines how negative news media influences destination image formation in conflict-ridden regions. Establishing causal relationships, identifying underlying mechanisms and exploring moderating factors advances both theoretical understanding and practical strategies in destination marketing. As global tourism continues to navigate geopolitical challenges and media dynamics, these insights offer crucial guidance for managing destination perceptions in complex environments.18 0Item Restricted Social Media Influencers Marketing: Their Role on Saudi Arabia’s Image and Tourists’ Intention to Visit.(University of Surrey, 2024-09) Alqurashi, Anhar; Rodriguez, IsabelThere is a growing effort by ‘destination management organizations (DMOs)’ to promote tourism, highlighting the crucial role of marketing in this field. The growing use of ‘social media influencers (SMIs)’ to market travel destinations has attracted considerable academic attention. The promotion of destinations by SMIs has been studied in relation to both destination image and consumer decision-making processes. Although there is general agreement on the substantial influence of SMIs in the early stages of the process, the extent of their direct impact on actual visit intentions is still debated. Moreover, it is suggested that changing a destination's perceived image through SMIs marketing is difficult, with the impact on visit intentions differing widely depending on the destination. This study focuses on the role of SMIs in promoting tourism in Saudi Arabia, a relatively emerging destination that has seen limited research in this area. Furthermore, academic research on SMIs’ attributes has produced diverse findings, revealing that various characteristics can affect an audience's decision to trust and act on SMIs' recommendations. These characteristics include credibility, authenticity, popularity/ likability of SMIs, quality/ aesthetic appeal of the content, and the level of engagement on the posts. Each characteristic varies in significance across different studies which grants further investigation. This study aims to explore the impact of SMIs on the perceived image of Saudi Arabia as a tourist destination, and their role in affecting tourists’ intention to visit, in addition to exploring SMIs’ attributes that influence their viewers to consider a travel destination. The study has four objectives including: 1) To investigate the impact of SMIs on the perceived image of Saudi Arabia as a tourist destination; 2) To study the effect of SMIs on the tourists’ decisions and visit intentions; 3) To explore the attributing factors that influence potential visitors to consider travel recommendations from SMIs; and 4) To analyse the moderating role of the time spent on social media and the number of followed SMIs on the relationship between SMIs and tourists’ visit intentions. This study adheres to the philosophies of positivism and objectivism, employing a deductive approach. A quantitative strategy is adopted, with primary data collected through a cross-sectional online questionnaire administered to 103 respondents who have viewed SMIs promotional content related to tourism in Saudi Arabia. The data is analysed using both descriptive and inferential statistical methods, facilitated by SPSS software. The study is conducted under ethical standards and the University of Surrey's Standard Study Protocol. The study found that participants' perceptions of Saudi Arabia positively affected their travel decisions and intentions to visit. However, this relationship is influenced by specific indicators of the destination image. The research concludes that the most significant indicators are the residents' welcomeness, cultural diversity, and relaxed atmosphere, which were found to have a greater impact than other attributes. Another key finding of the study is that SMIs have a favourable impact on the perception of Saudi Arabia. However, they don’t directly impact the intention to visit, and their importance lies in raising awareness of the destination and elevating its image. This study revealed the most important attributes of SMIs that influence the audience’s travel decisions which include authenticity and interesting content, trust, and credibility. The study also recognised demographic variations, indicating that age and education levels influence how audiences engage with influencers’ content. Another finding of the study is that social media use measured by hours has no direct correlation with the role of SMIs. However, the number of followed SMIs and level of engagement positively moderate the impact. This study advances tourism marketing research by broadening the examination of SMIs and their impact on the perceived image of destinations and tourists’ behaviour. It underscores the variability of destination image factors across different regions, thereby highlighting the necessity for localized research. Furthermore, this research offers a destination-specific analysis that can inform the tourism promotion strategies of the Saudi Tourism Board and other relevant decision-makers. The findings can be strategically leveraged to craft targeted marketing messages that resonate with prospective visitors. Additionally, by focusing on a newly developed tourism destination rather than established ones, this study provides a refined perspective that can be valuable for other emerging destinations seeking to enhance their image and attract tourists. Moreover, this research tackles the inconsistencies found in existing literature concerning the most influential attributes of SMIs that drive audiences to consider travel recommendations. By examining these attributes within a destination-specific framework, the study offers essential insights for DMOs seeking to utilise SMIs effectively as a marketing tool. These insights are pivotal for selecting the appropriate influencers, thereby enhancing the success of promotional campaigns. Finally, the study refines the understanding of the moderating role of social media use and emphasises the importance of targeting specific audiences in social media marketing campaigns, particularly those who actively engage with SMIs. This targeted approach is likely to be more effective than assuming that general social media use will automatically lead to increased exposure or influence.20 0Item Restricted The Effect of TikTok Short Videos on British Generation Z Decision-Making to Visit Saudi Arabia for Leisure Tourism(University of Surrey, 2024-10) Alfaifi, Rayan Hassan; Alector, RibeiroThis research explores the impact of TikTok short videos on British Generation Z’s decision-making process regarding leisure tourism to Saudi Arabia. With the rise of social media as a powerful tool for influencing consumer behavior, especially in the tourism sector, this study investigates the role of TikTok content in shaping the perceptions and travel intentions of British Gen Z, a demographic known for its heavy engagement with social media platforms. Specifically, the research focuses on how different types of TikTok content—positive, negative, entertainment-focused, and cultural—affect the image of Saudi Arabia as a leisure tourism destination and influence Gen Z's decision to visit. The theoretical foundation of the study is based on two prominent psychological models: the Theory of Planned Behavior (TPB) and the Elaboration Likelihood Model (ELM). The TPB framework is used to analyze how attitudes, social norms, and perceived behavioral control shape Gen Z’s behavioral intentions to visit Saudi Arabia. In contrast, the ELM focuses on the routes of persuasion (central and peripheral) to explain how TikTok content may influence users’ perceptions and decisions, depending on their level of cognitive engagement and involvement with the content. Together, these models help explain how social media content can drive changes in attitude and behavior, particularly in the context of tourism decision-making. The study employs a quantitative research design, utilizing an experimental approach. A total of 390 participants from the UK, all of whom belong to Gen Z (aged 18–28), were recruited through Prolific, an online data collection platform. These participants were randomly divided into five groups, with four experimental groups and one control group. Each experimental group was exposed to a different type of TikTok content: Group 1 watched a positive video about Saudi Arabia, Group 2 watched a negative video, Group 3 watched an entertainment-focused video, and Group 4 watched a cultural video. The control group was not exposed to any video content. All participants completed a structured questionnaire before and after the intervention, which measured their prior knowledge of Saudi Arabia, cognitive and affective images of the destination, and their intention to visit. Data collection was carried out using the Qualtrics platform, and the results were analyzed through SPSS using various statistical techniques, including mixed between-within subjects ANOVA, mediation analysis, and moderation analysis. These methods were chosen to test the nine hypotheses outlined in the study, which revolve around the influence of TikTok content on travel intentions, the mediating role of the perceived image, and the moderating effects of prior knowledge and involvement with TikTok content. The results of the study reveal several key findings. First, the type of TikTok content significantly influences British Gen Z’s travel intentions and perceptions of Saudi Arabia. Positive TikTok content about Saudi Arabia, such as a video featuring Cristiano Ronaldo discussing his positive experience in the country, significantly increased participants’ intention to visit. In contrast, negative content, such as an interview with an individual comparing Saudi Arabia unfavorably to Canada in terms of professional freedom, had a negative impact on travel intentions. Entertainment-focused content, showcasing fun activities and scenic shots of Aseer Province, had the strongest positive effect on both the perceived image of Saudi Arabia and the intention to visit, confirming the hypothesis that entertainment-related content has a stronger influence than other types of content. The study also confirms the mediating role of the perceived image of Saudi Arabia. Participants who viewed positive or entertainment-focused videos reported a more favorable cognitive and affective image of the country, which in turn increased their intention to visit. Conversely, those exposed to negative content reported a less favorable image, which decreased their travel intentions. This mediating effect highlights the importance of destination image in shaping travel decisions, particularly when potential tourists rely on user-generated content from social media platforms like TikTok. Moderation analysis further revealed that prior knowledge and involvement with TikTok content play significant roles in moderating the relationship between content valence and travel intention. Surprisingly, participants with higher prior knowledge of Saudi Arabia showed stronger reactions to both positive and negative content, suggesting that those who are more familiar with the country are more influenced by the type of content they encounter. Similarly, participants with higher involvement in TikTok content showed stronger intentions to visit Saudi Arabia after watching positive or entertainment-focused videos, indicating that higher engagement with the platform enhances the impact of the content. In conclusion, this study demonstrates the powerful influence of TikTok content on British Gen Z’s perceptions and travel intentions towards Saudi Arabia. Positive and entertainment-focused content can significantly enhance the destination’s image and increase the likelihood of attracting tourists from this demographic. On the other hand, negative content can harm the destination’s image and deter potential visitors. These findings suggest that Saudi Arabia’s tourism sector, in line with Vision 2030, can benefit greatly from strategically leveraging TikTok and other social media platforms to promote its leisure tourism offerings. By creating engaging, visually appealing, and culturally rich content, the Kingdom can attract a larger share of British Gen Z travelers, further diversifying its tourism sector and boosting its international appeal.18 0Item Restricted Impact of large-scale events on destination image: A Case study of Riyadh Season(Bournemouth University, 2024-07-10) Aldosari, Bshayer; Turkoglu, HandeThis study investigates the impact of Riyadh Season, a large-scale event in Saudi Arabia, on the destination image of Riyadh. Event tourism, particularly festivals and cultural celebrations, is recognized as a crucial driver for enhancing the appeal of tourism destinations. The research examines how these events transform tourists' perceptions and contribute to the positive branding of a destination. Saudi Arabia, under the Vision 2030 plan, aims to diversify its economy and reduce reliance on oil by promoting tourism. The Riyadh Season, introduced in 2019, features various cultural, entertainment, and sports activities designed to attract both local and international tourists. The research employs a qualitative approach, utilizing semi-structured interviews with international and domestic tourists to gather insights into their experiences and perspectives. The findings indicate a significant enhancement in Riyadh's image, shifting from a functional city to a vibrant cultural and entertainment hub. Tourists reported high levels of satisfaction, attributing their positive experiences to the quality and organization of events, the diversity of activities, and the overall welcoming atmosphere. The study identifies key motivators for attendance, including curiosity about Riyadh's transformation, strong recommendations from peers, and the availability of family-oriented attractions. The likelihood of repeat visits is high, contingent on addressing challenges such as congestion, high costs, and logistical issues. Recommendations for future improvements include better crowd management, affordability measures, and enhanced information dissemination. Overall, Riyadh Season significantly contributes to the city's destination image, supporting the broader objectives of Vision 2030. The study highlights the importance of strategic event planning and promotion in transforming perceptions and fostering tourism growth. Future research should explore the long-term effects of such events on urban development and tourism sustainability.27 0Item Restricted Drivers of Travellers’ Visiting Intentions to an Emerging Tourist Destination: The Case of Saudi Arabia(University of Newcastle, 2024-02-01) Alhamoud, Ali; Vilches-Montero, Sonia; Pandit, Ameet; Chao, Chih-WeiWhile there has been a substantial body of research on tourism marketing spanning the last four decades (Santos et al., 2022; Yang et al., 2022), it is apparent that there is a notable dearth of studies focusing on cross-cultural tourism, particularly concerning Muslim countries. The research landscape regarding the marketing strategies of Middle Eastern nations, especially those with a Muslim-majority population like Saudi Arabia, reveals a significant gap in their efforts to attract tourists from non-Muslim or Western countries. The Saudi Arabian government is actively pursuing a policy away from its historical reliance on oil, with tourism being identified as a pivotal sector for economic diversification. This study aimed to elucidate the essential attributes that mould the perceived tourism destination image. This comprehension was derived from a meticulous analysis of qualitative data sources, encompassing content discovered on the internet (via Netnography) and insights gathered from semi-structured interviews. An integral aspect of this research was examining the mediating role of the destination image in establishing the connection between its attributes and the expected actions or behaviours of tourists. Through qualitative analysis, this study delineated the multifaceted nature of the destination image by assessing the effect of pivotal constructs. These constructs underwent rigorous scrutiny within the context of their impact on selected dimensions of destination image, specifically the cognitive and affective attributes. Beyond these two conventional facets, the study also recognised additional elements that surfaced through a comprehensive review of pertinent literature and were subsequently corroborated through qualitative analysis. These novel dimensions, Destination Quality, Food, Safety, Social Media Influence, Word of Mouth, Travel Curiosity and Variety Seeking, hold the key to furnishing a more extensive and nuanced comprehension of the factors that shape the emerging destination image, thus exerting a significant impact on a traveller's intention to visit. Partial Least Squares Structural Equation Modeling (PLS-SEM) was employed to examine the eleven hypotheses devised for this research to determine the desired complex and multidimensional attributes. Specifically, this analysis revealed that positive cognitive and affective images of a destination confidently influence the intention to visit. However, the perception of high-quality destinations did not significantly influence the intention to visit. It was observed that the level of safety and quality of food at a destination are factors in shaping the intention to visit, indicating the importance of security and culinary experiences in attracting tourists. Interestingly, a high level of safety at a destination was found to have a positive influence on the intention to visit. Additionally, travel curiosity emerged as a potent driver of the intention to visit a destination, underscoring the significance of intrigue and the appeal of the unknown. Conversely, it was observed that Social Media Interaction (SMI) and Word-of-Mouth (WOM) communication did not substantially affect the intention to visit, suggesting that travellers may prioritise more authentic and first-hand information sources. Furthermore, variety-seeking behaviour emerged as a significant factor in enhancing the objective to see an emerging destination. Both intrinsic and extrinsic motivations within this behaviour were identified as contributors to the intention, aligning with the prevailing trend of experiential travel. Stereotypes related to an emerging destination significantly contributed to its reputation, particularly amiability. In contrast, competence was irrelevant, indicating that tourists may prioritise emotional connections over perceptions of efficiency or capability. This study established that a destination's good reputation influences the intention to visit, emphasising the crucial role of reputation management and destination branding in attracting tourists. The research shed light on the intricate interplay among various factors that shape the emerging destination's image. The study's comprehensive exploration of diverse attributes, encompassing cognitive, affective, experiential and digital aspects, provides a robust framework for analysing destination image. This framework can prove valuable for future researchers, offering them the option to utilise, adapt, or expand upon it when investigating other emerging destinations or conducting comparative studies. The contextual depth of this approach encourages a more profound exploration of destination image while considering the cultural, social, economic, and technological subtleties. The specific findings concerning the emerging destination image of Saudi Arabia present an opportunity for cross-cultural research. Contrasting these insights with data from other cultural, regional, or developing parts of the world can enable researchers to pinpoint universal principles and context-specific variations in destination image formation. Such comparative analyses can advance the theoretical comprehension of how destination images are shaped and perceived. Nonetheless, these findings collectively yield valuable theoretical insights and practical implications for policymaking and strategic planning. It has the potential to enhance the understanding of the formation of emerging destination images and provide actionable guidance, which is particularly pertinent to the evolving tourism sector in Saudi Arabia. These insights transcend mere theory, providing practical applications that can benefit policymakers and tourism industry stakeholders.38 0Item Restricted The Impact of Mega Sport Event Awareness and Destination Familiarity on The Country and Tourist Destination Image and the Future Visit Intention (Context of Saudi Arabia)(Saudi Digital Library, 2023-11-23) Alkabkabi, Nawal; Aldred, AnthonyElevating interest in hosting large-scale sporting events and cultivating the branding of Destinations and nations entail the strategic utilization of diverse information sources. This multifaceted approach serves to augment public awareness and familiarity with a given destination and, by extension, the encompassing nation. Several streams of literature have recently addressed country and destination images, including tourism and international marketing. However, limited tourism and international marketing research have investigated the differences in how mega sports events Awareness and destination familiarity affect them, highlighting their interactions. This dissertation explores the impacts of both awareness about the mega sports events hosted by Saudi Arabia and destination familiarity, including the self-rated familiarity and information sources of this familiarity on the perceptions of Saudi Arabia's country image, tourist destination image, and the visit intention for potential tourists. The study investigates the most important factors influencing the development of Saudi Arabia's country image and the tourist destination image. The dissertation addresses the importance of awareness about mega-sports events and destination familiarity in rebranding Saudi Arabia's nation and destination in line with the efforts of Saudi Arabia in 2030. The study highlights the roles of awareness about hosting mega sports events and the increase of destination familiarity in shaping and improving the perceptions of potential international tourists and motivating their decision to visit the Kingdome. A theoretical model is developed and tested in the current study to address this gap by examining the effects of awareness of mega sports events and destination familiarity on the country's image, the tourist destination, and the visit intention, and the relationship between the country's image and the tourist destination. To test the reliability and validity of the questionnaire measurement, confirmatory factor analysis (CFA) was used, and structural equation modelling (SEM) was conducted on the proposed model on 207 students and staff from the University of Leeds. The results demonstrate that awareness about mega sports events hosted in Saudi Arabia positively influences the perceptions of the country's image and tourist destination image but has no impact on future visit intentions. The study found that destination familiarity positively enhances the country's image, tourist destination image, and future visit intention. This research presents important theoretical and practical contributions. for academics and practitioners in destination marketing and management. This research offers benefits. theoretical implications in tourism, branding, and international marketing literature regarding the interactions between country image and tourist destination image. And the role of mega sports events and destinations familiarity in shaping them and influencing the destination choice of potential tourists. The study highlighted how destination and strategic marketers branding and promoting a nation and destination such as Saudi Arabia under the mega sports events and information sources impacts.85 0