Saudi Cultural Missions Theses & Dissertations
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Item Restricted The Effectiveness of Source and Message Characteristics on Consumers' Behavioural Response to Social Media Influencers Event Marketing Posts(Bournemouth University, 2024-07-25) Alawairdhi, Fatimah; Moital, MiguelWith social media being the centre of electronic word-of-mouth (eWOM) communication and connections, marketing strategies and initiatives have aligned with current trends. This is seen in all sectors, and the event industry is no exception. One of the strategies used is social media influencer (SMI) marketing and it continues to rise in prominence for its perceived ability in persuasive communication. This dissertation explores the effectiveness of source and message characteristics on consumer behavioural responses within the context of SMI marketing promotions for events, specifically focusing on the Riyadh Season events Boulevard World and Boulevard City. This study employs a quantitative approach, utilising an online questionnaire distributed via social media platforms to a sample of Saudi citizens. The research investigates key characteristics such as trustworthiness, likeability, message credibility, strength of delivery and richness, alongside the interpersonal factor of homophily. Different consumer responses were explored but the focus of this study is on behavioural. The study also explored theories such theory of planned behaviour (1898) and the AIDA model (1985) to understand consumer behaviour and response and to how efficiently persuade them to interact with marketing and promotional content. The choice of Saudi Arabia as the geographical focus for this research is justified by the Saudi society’s high social media usage and the significant role SMIs play in marketing within the region in addition to the surge of event the country is experiencing. The data collected revealed that message characteristics are more effective in generating a behavioural response from consumers to the event promotional content than source characteristics. Recommendations for future research include expanding the geographical scope to other Gulf regions, conducting longitudinal studies and exploring additional source and message characteristics.25 0Item Restricted EXAMINING THE IMPACT OF SPORTS IN ENHANCING TOURISM ATTRACTION IN SAUDI ARABIA(Bournemouth University, 2024-05-13) Aldawsari, Muteb; Ladkin, AdeleThis dissertation examines the impact of sports and tourism on Saudi Arabia. It mentions spending lots of money on holding international sporting events along with other cultural events. A review of how the possible visitors see the country as a tourist land in creativity sports is carried out in this study, with the aim to elucidate the social-cultural and economic aspects of sports inflow of tourists. Sports tourism development was fully taken into account as part of a large-scale project to reform the tourist industry and redefine its place in the economy by Vision 2030. Following the applied approaches such as establishing sports facilities, devising sports-related activities, adopting promotional campaigns, and ensuring the performance of the sport event planning and performance are vital components on the way make Saudi Arabia be top destination for sports tourism. This study mainly aimed at knowing how sports have improved the tourist inflows in “Saudi Arabia”. The description is given regarding the data collection as well as the assessments of data in the chapter about how the research can be improved. Furthermore, referring to the context of the theme, the implication has been tackled, particularly for tourists arriving in Saudi Arabia. Furthermore, sports tourism, i.e., leisure travel with the purpose to do sports or related activities such as sports viewing or sports training, is a huge and growing market in the tourism business. If communities are to compete with the increasing market for sports tourism none other than knowing the good and bad sides of sports tourism, knowing how to bid for events, also possible sponsorship deals, and other things that go into planning and hosting a successful sports event. In a methodology, which is positivist, deductive, and explanatory. The data obtained from secondary sources is meticulously analyzed and based on the themes. Ethical issues are tackled, refer to BU's recommendations, and maintain research integrity.54 0