Saudi Cultural Missions Theses & Dissertations
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Item Restricted Analysing Generation Z Tourist Motivations for Choosing Rural Destinations(Saudi Digital Library, 2025) AlShar Asiri, Rawan; Gale, TimThis study investigates the key motivational factors influencing Generation Z's (born 1995–2012) selection of rural tourism destinations, addressing a significant gap in understanding this cohort’s unique travel preferences. Guided by push-pull theory, the research aims to: (1) identify and categorize push (e.g., escapism) and pull (e.g., authenticity) factors; (2) examine demographic correlations; (3) assess experiential factors (e.g., cottagecore aesthetics); (4) compare motivations between first-time and repeat visitors, and (5) Develop evidence-based recommendations for stakeholders. Employing a quantitative design, a structured online questionnaire was distributed via social media and rural tourism platforms. Data from 264 Gen Z travelers (aged 18–28, diverse nationalities) were analysed using exploratory factor analysis (EFA), ANOVA, t-tests, and MANOVA. Key findings reveal: 1.Escapism (push) and Nature connection (pull) are the dominant motivations, reflecting Gen Z’s desire to escape urban stress and digital fatigue. 2.Authenticity and Social Connection are secondary but critical drivers, aligning with Gen Z’s pursuit of meaningful experiences. 3.Nationality significantly influences motivations: Saudi travelers reported higher escapism (F = 7.666, *p* < .001), while age, gender, and education showed no significant effects. 4. Travel frequency reshapes priorities: International travelers prioritize escape (F = 10.582, *p* < .001), whereas domestic travelers value nature (F = 3.821, *p* = .023). 5. No significant differences emerged between first-time and repeat visitors in authenticity or social connection. Conclusions highlight Gen Z’s preference for rural destinations as antidotes to modern stressors, driven by experiential and cultural factors over traditional demographics. Recommendations include: •Industry: Develop cottagecore-themed experiential packages (e.g., workshops) and digital-detox zones. •Policymakers: Enhance affordable transport and Wi-Fi infrastructure. •Communities: Foster authentic interactions to avoid "staged authenticity." Limitations include sampling bias toward digitally engaged travelers and self-reporting biases. Future research should explore cottagecore’s role, longitudinal motivational shifts, and Global South perspectives.28 0Item Restricted Gen Z’s Trust and Privacy Concerns in Augmented Reality Retail Experiences: A Qualitative Study(University of Westminster, 2025) Alqarni, Maha; Cha, JonghyukThis study investigates Generation Z's perceptions of trust and privacy in augmented reality (AR) retail experiences. It aims to uncover how privacy concerns and trust factors influence this demographic’s engagement with AR technologies in shopping contexts. Using a qualitative, inductive approach, data were gathered through semi-structured interviews with Gen Z participants based in the United Kingdom, all actively engaged with retail AR features. The research was conducted due to the increasing adoption of AR in retail settings, along with growing concerns about the invasive nature of personal data collection practices inherent in AR technologies. While Gen Z is a highly enthusiastic and digitally fluent user group for AR applications and the largest demographic using AR for shopping, a significant gap remains in understanding their specific privacy and trust issues. Findings from thematic analysis revealed four major themes: Privacy as a Pragmatic Trade-off, Resigned Acceptance, Informed but Indifferent Awareness, and Importance of Brands’ Reputation. Participants demonstrated a clear understanding of the extent of data collection, but were often willing to exchange personal information for personalized and convenient retail experiences. Although there was considerable discomfort around surveillance and the lack of transparency in privacy policies, many participants expressed a resigned acceptance of data collection as unavoidable. Others expressed informed but indifferent awareness supported by the normalization of privacy concerns and the influence of people using AR in shopping. Brand reputation emerged as a critical determinant of trust and the only factor that discourages Gen Z from using AR in retail, with participants strongly preferring established, globally recognized brands, indicating skepticism toward lesser-known entities. This research contributes valuable insights for retail businesses and policymakers, emphasizing the need for clearer, more accessible privacy communications and highlighting the crucial role of brand credibility in fostering user trust. It underscores the importance of understanding Gen Z's nuanced attitudes towards privacy and trust to design ethically sound and user-centric AR retail experiences.14 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.88 0Item Restricted Understanding Gen Z Consumer Emotional Responses to Branding Strategies in Athletic Apparel(University of Strathclyde, 2024) Alsulami,Thamer; Harker, MichaelThe study aims to investigate how Nike’s emotional branding influences Generation Z’s emotional connections, brand loyalty, and purchasing behavior. Objectives include analyzing the effectiveness of Nike’s strategies, identifying key emotional drivers, and offering recommendations for optimizing engagement with Generation Z. The study investigates how Nike's emotional branding influences Generation Z, a digitally native and value-driven demographic. It examines the effectiveness of Nike's strategies in shaping the attitudes and behaviors of this generation. The study uses a positivist philosophy to quantitatively assess the impact of Nike's emotional branding on Generation Z, utilizing structured questionnaires and statistical analysis for reliable results. The research focuses on evaluating emotional connections, brand loyalty, and key emotional drivers through methods like SPSS for robust data interpretation and insights. Analysis of 500 survey responses indicates a mean sentiment score of 4.2 out of 5, suggesting a predominantly positive emotional engagement with Nike’s campaigns. A slight deviation from normality was observed, with male respondents averaging a score of 4.0 and female respondents averaging 4.4, highlighting gender-based differences in emotional. The campaign's effectiveness in engaging Generation Z is illustrated by a 78% positive sentiment rate. Nike’s emotional branding strengthens brand loyalty and engagement with Generation Z through effective emotional appeals. The study’s positivist approach and use of theoretical frameworks validate these findings, highlighting the impact of emotional branding while acknowledging some limitations.28 0Item Restricted Understanding Gen Z Consumer Emotional Responses to Branding Strategies in Athletic Apparel(University of Strathclyde, 2024) Alsulami, Thamer; Harker, MichaelThe study aims to investigate how Nike’s emotional branding influences Generation Z’s emotional connections, brand loyalty, and purchasing behavior. Objectives include analyzing the effectiveness of Nike’s strategies, identifying key emotional drivers, and offering recommendations for optimizing engagement with Generation Z. The study investigates how Nike's emotional branding influences Generation Z, a digitally native and value-driven demographic. It examines the effectiveness of Nike's strategies in shaping the attitudes and behaviors of this generation. The study uses a positivist philosophy to quantitatively assess the impact of Nike's emotional branding on Generation Z, utilizing structured questionnaires and statistical analysis for reliable results. The research focuses on evaluating emotional connections, brand loyalty, and key emotional drivers through methods like SPSS for robust data interpretation and insights. Analysis of 500 survey responses indicates a mean sentiment score of 4.2 out of 5, suggesting a predominantly positive emotional engagement with Nike’s campaigns. A slight deviation from normality was observed, with male respondents averaging a score of 4.0 and female respondents averaging 4.4, highlighting gender-based differences in emotional. The campaign's effectiveness in engaging Generation Z is illustrated by a 78% positive sentiment rate. Nike’s emotional branding strengthens brand loyalty and engagement with Generation Z through effective emotional appeals. The study’s positivist approach and use of theoretical frameworks validate these findings, highlighting the impact of emotional branding while acknowledging some limitations.33 0Item Restricted Hijab Meets Style | Incorporating service design to simplify the shopping experience for Saudi Hijabi GenZ’s when abroad(University of the Arts in London, 2024-02-16) Sharaf Aldeen, Wejdan; Barber, SamThe realm of fashion expands beyond surface trends and visual appeal, serving as a convergence point for culture, identity, and individual beliefs (Davis, 2013). For Muslim women, the selection of clothing holds deep meaning, going beyond mere style to embody a balanced fusion of modesty and religious dedication (Bernier, 2022). In contemporary Islam, women wear the hijab, a veil covering their hair, and fashionably modest attire covering the chest, legs, and arms. (Rahman et al., 2016, p. 218). The growing modest fashion industry is driven by fashion-conscious Muslim consumers combining a symbol of adherence to Islamic principles with a modern interpretation of modesty that allows for self-expression within contemporary fashion trends (The Cooper Hewitt, 2021). The Global Islamic Economic 2019/20 study projects that Muslim consumer spending on clothing and shoes increased in 2018, reaching 283$ dollars and is projected to grow in 2024, reaching 402$ billion (Dinar Standard, 2019). Despite the growth and demand for modest wear, Madeeha Najeeb (2019) confronts the lack of availability for Hijabi clothing options in mainstream retail and emphasises the neglect of a substantial market gap. This challenges Muslims worldwide to undergo a time-consuming process of matching pieces from different local and international brands to create full hijabi wear, including the headscarf (Hassan & Harun, 2016). This dilemma frequently results in the repetition of outfits and discontent with their wardrobe selections, impacting their self-esteem and confidence level. Today, Gen Z Saudi Muslim women emerge as dominant consumers who prioritise fashionable clothing and seek recognition, diversity, and inclusivity from fast fashion brands. According to a study by Brand Genetics, the Saudi Gen Z generation is characterised by a «more liberal, risk-taking, entrepreneurial mindset» (Alexandra, 2021). Saudi Arabia stands as a major market in the domain of modest clothing. (Herrmann, 2022). Under the Saudi Vision 2030 initiative, significant legal reforms have taken place, marking progress in the status of women in Saudi Arabia by granting them the freedom to choose their clothing over the traditional Abaya and enabling them to travel abroad without strict guardianship (Sadek, 2019). Contemporary Saudi Gen Z women are empowered and expanding their horizons through travel while simultaneously aspiring to uphold their stylish religious identity. Thus, addressing this issue is crucial to empower Saudi Muslim women and help them access diverse Hijabi fashion choices, boost their confidence in navigating diverse foreign cultures abroad, foster a sense of belonging and inclusion, and simplify their shopping experience.46 0