Saudi Cultural Missions Theses & Dissertations
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Item Restricted Saudi Arabia 2034 World Cup: analysis of the supply chain management, coordination and legacy changllenges(Middlesex University London, 2024) Bakhsh, Ghazl; Kornilaki, MariannaThe Saudi Arabian government's choice to organize the 2034 World Cup represents a gigantic leap forward, both for the political and cultural life of the country. Placing the event within the framework of worldwide sports diplomacy emphasizes the effect of the event that transcends only sport (Ettinger, 2023). Nevertheless, this is much more than just a complicated process; rather, it is an endeavour, which is carried out in front of several difficulties, especially logistics, coordination and legacy planning (Sugden and Tomlinson, 2020). The logistics issue that needs the most attention is the fact that holding such a big event within the Saudi context itself creates some severe difficulties. From the transport infrastructures to the accommodation facilities is an area that needs to be addressed to ensure that the tournament runs smoothly and provides sportsmen and spectators a seamless event (Olivereau, 2022). Consequently, the coordination among general governmental agencies, sports federations, enterprises and international organizations is another big challenge that is faced. Getting unity and harmony among these mixed entities is the main task of the organization behind the successful World Cup (Burton and Naraine, 2023). Additionally, after the short-term issues, are the long-term repercussions also known as the legacy of the World Cup. This concept covers economic, social, and cultural levels, with each level having its specific consequences. In-depth insights and analysis of these repercussions are necessary for policymakers, urban planners and society at large to make strategic decisions that benefit both the positive and the negative effects. The complexities and challenges highlighted above underscore the need for a focused study on Saudi Arabia’s unique position in hosting the 2034 World Cup21 0Item 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 Investigation of the potential benefits and drawbacks of hosting the FIFA World Cup Football Tournament as a sporting event to Tourism & Hospitality in the Kingdom of Saudi Arabia(Sheffield Hallam University, 2024-05) ALBarrak, Shahad; Dunning, JohnThe aim of this study was to investigate the potential benefits and drawbacks for Saudi Arabia’s tourism and hospitality sectors of hosting the FIFA World Cup football tournament, since Saudi Arabia is the designated host for the event. Using a structured questionnaire, the researcher collected data on global football interest, perceptions of hosting, fans’ decision-making factors, travel and spending patterns, and the links between sports tourism, hospitality, and the economy. The results revealed significant effects on tourism and hospitality that aligned with Saudi Vision 2030. Key findings include the influence of national pride on the hosting country and the effects of many factors on attendance decisions, regardless of interest in football. Future researchers could focus on long-term planning, safety measures, and accommodation demands to enhance the overall hosting experience for such events.24 0Item Restricted EXPLORING THE FACTORS THAT MOTIVATES UNIVERSITY STUDENTS TO PARTICIPATE IN EVENT VOLUNTEERING(2023) Asiri, Ahmed; Grabher, BarbaraMotivation is the key variable used to determine the reasons behind volunteering in the context of events. Studying motivation as the key element behind student’s volunteering in event is challenging as there is no clear view or reason as to why people choose to volunteer. Each person acts in their own unique way when it comes to being part of a team of volunteers. The majority of existing literature has linked motivation with other factors, stating that motivation makes a person more committed and dedicated towards participating in volunteering events. However, with the help of this study, the stakeholders of the event industry would get a clearer view as to why student’s participation in event volunteering is on the constant rise and whether it has any mediating role in accelerating career advancement in the future. By the end of the study, it was found that students’ desire to learn and grow turned out to be the biggest motivating factor behind event volunteering. This clearly aligns with Maslow’s theory of self-actualization and self-esteem. These volunteers can make a direct contribution, see the need for actively participating and drive valuable growth without expecting anything in writing. This truly contributes to doing something worthwhile while developing greater respect for one self.15 0