Saudi Cultural Missions Theses & Dissertations
Permanent URI for this communityhttps://drepo.sdl.edu.sa/handle/20.500.14154/10
Browse
7 results
Search Results
Item Restricted Managing Generation Z Employees’ Well-Being in a Hybrid Working Environment in the Hospitality Industry(Saudi Digital Library, 2025) Alajmi, Rakan; Jennifer, JohnstonThis study investigates the strategies used by hospitality organisations to manage the well-being of Generation Z employees in a hybrid working environment. With the increasing presence of digital natives in the workforce and the growing adoption of hybrid work models, traditional human resource practices are facing significant challenges in addressing employee well-being. The study adopts a secondary qualitative research approach, analysing twelve organisational reports from four major hospitality companies in the UK using qualitative content analysis. The findings indicate that psychological well-being is a primary concern for Gen Z employees and is addressed through strategies such as recognition, career and professional development, work-life balance, supportive relationships, and mental health initiatives. Physical well-being is mainly supported through technology integration and health-related programmes. The study provides valuable insights into Gen Z employees’ workplace expectations and highlights the importance of adapting human resource management practices to enhance employee well-being in hybrid work settings. Future research is recommended to incorporate primary data to validate the findings.15 0Item 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 Adoption of AI Itinerary Planners by Young Adults: A UTAUT Study(Bournemouth University, 2025) Alshehri, Omar; Buhalis, DimitriosThe rapid integration of generative Artificial Intelligence (AI) into the tourism sector has created powerful new tools for travel planning. This study investigates the key determinants influencing the adoption of AI itinerary planners among young adults (aged 18-28), a critical demographic of digital natives. The research aim was to develop and empirically validate an extended Unified Theory of Acceptance and Use of Technology (UTAUT) model, integrating the core theory with the constructs of trust, personalisation, and perceived risk. A quantitative, cross-sectional online survey was administered, yielding a final sample of 228 valid responses, which were analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM). The findings reveal that Performance Expectancy is the most powerful predictor of behavioural intention, strongly affirming that perceived utility is the primary driver of adoption. Social Influence and Trust also emerged as significant positive determinants. Crucially, the model demonstrated that Perceived Personalisation is a key antecedent, strongly and positively influencing both Performance Expectancy and Trust. In contrast, Effort Expectancy and Facilitating Conditions were found to be non-significant, suggesting these are baseline expectations rather than drivers for this technologically fluent cohort. While Perceived Risk did not directly deter adoption intention, it significantly eroded user trust. The validated model demonstrated substantial explanatory power, accounting for 76.2% of the variance in behavioural intention. The study concludes that young adults' adoption of AI planners is a pragmatic decision driven by utility, social proof, and a foundation of trust cultivated through a personalised user experience. These findings recommend that industry practitioners focus on enhancing personalisation algorithms and transparency to build trust and leverage social influence in marketing efforts to encourage adoption.34 0Item Embargo The Effectiveness of Communication Formats within Nation Branding: A Case Study of Saudi Arabia as a Global Tourism Destination(Loughborough University, 2025-06-16) Ghulman, Salma; Torrens, George; Downs, SimonPurpose: This thesis examines the role of communication formats in shaping Saudi Arabia’s nation brand under Vision 2030, by focusing on Generation Z’s perceptions and engagement with professionally generated content (PGC) and user-generated content (UGC). It also evaluates the effectiveness of biometric tools (eye tracking, EEG, and facial expression analysis) in assessing emotional and cognitive responses to nation branding strategies. Methodology: A multiphase mixed-method approach was employed, it integrates quantitative, qualitative, and biometric data. Study One used an online questionnaire to establish baseline perceptions of Saudi Arabia’s nation brand. Study Two conducted semi-structured interviews with policymakers to assess strategic implementation challenges. Study Three explored tourism service providers’ perspectives through an online survey. Study Four implemented a multimodal experiment using biometric measures to examine Generation Z’s engagement with different communication formats. Findings: The research identified key challenges in Saudi Arabia’s nation branding efforts, including fragmented messaging, the evolving role of digital platforms, and the impact of stereotypes. The findings revealed that Generation Z engages more with PGC than UGC, they established higher emotional arousal and cognitive engagement, as captured through biometric measures. Policymakers and service providers acknowledged the need for a cohesive, data-driven approach to branding, and leveraging modern communication tools. The integration of biometric tools provided novel insights into audience responses, and emphasises the role of emotionally driven content in nation branding. Contribution: This research bridges critical research gaps by comparing PGC and UGC effectiveness, introducing biometric methodologies in nation branding research, and providing empirical insights into the communication strategies shaping Saudi Arabia’s global image. The findings offer strategic recommendations for policymakers and stakeholders, it reinforces Vision 2030’s objectives of positioning Saudi Arabia as a competitive tourism destination. Keywords: Nation branding, Saudi Arabia, Vision 2030, Communication Strategies, Professionally Generated Content, User-Generated Content, Biometric Measures, Schema Theory, Generation Z.45 0Item Restricted Exploring the Impact of Digital Nomadism on Workforce Dynamics: A Study of Generation Z in Saudi Arabia(Bournemouth University, 2024) Alqahtani, Abdulsalam Mohammad; Gale, timThis study explores the impact of digital nomadism on workforce dynamics among Generation Z in Saudi Arabia, a demographic known for its digital proficiency and desire for flexibility. As remote work continues to gain popularity globally, digital nomadism, a lifestyle combining work and travel through technology, has emerged as an attractive option for younger generations. However, despite its global rise, there is limited research on how Generation Z in Saudi Arabia perceives this lifestyle, particularly in relation to their work-life balance, career aspirations, technological proficiency, and the barriers they may face in adopting digital nomadism. The primary aim of this research was to investigate the attitudes of Generation Z individuals in Saudi Arabia toward digital nomadism and assess the factors influencing their likelihood of pursuing this lifestyle. Specifically, the study examined their preferences for work-life balance, their level of technological proficiency, their career expectations, and the perceived financial, cultural, and regulatory barriers hindering the adoption of a digital nomad lifestyle. Using a quantitative research design, data was collected through a structured questionnaire distributed to 122 respondents from Generation Z in Saudi Arabia. Statistical analyses, including Chi-Square, Correlation analysis, Factor Analysis, and Regression Analysis, were conducted to test the study's hypotheses. The findings reveal that while a significant portion of Generation Z in Saudi Arabia expresses interest in digital nomadism, many are still unfamiliar with its practical aspects. Work-life balance emerged as a key factor driving interest in digital nomadism, with many respondents valuing the flexibility it offers. Surprisingly, technological proficiency, although high among respondents, was not a significant predictor of interest in digital nomadism. Financial instability, cultural attitudes, and regulatory barriers were identified as challenges, but they did not significantly deter interest in the lifestyle. This study contributes to the growing body of literature on digital nomadism by offering a localised perspective from Saudi Arabia, a context where cultural and regulatory frameworks present unique challenges. The findings have practical implications for employers, policymakers, and educators in Saudi Arabia, highlighting the need to develop policies that support flexible work arrangements, improve awareness of digital nomadism, and address the legal and cultural barriers to its adoption.18 0Item Restricted Wearing the Abaya: Changes in Generation preferences in relation to Colour and Style(university of the arts london, 2024-09-18) Alghamdi, Ghaida; Jin Hur, YoungThe Abaya is considered an important part of all women in Saudi Arabia. In previous research, there is limited knowledge of the preferences of wearing an Abaya’s specific deigns. Regarding the new changes in Saudi. This research examines the Preferences of Generation Z and Millennials in wearing the Abaya relating to style and color. A quantitative research was conducted targeting a population women of the age 18- 43 years old. The survey measured Abaya preferences depending on style and color. Based on a local research, three styles were chosen in two different colors related to their wearing intentions. The groups were divided into two generations for a comparative analysis within and between groups. Data were analyzed by three-way ANOVA (Age, Style, and color). This study showed that Generation Z is more likely to wear the color black more than blue. Even though they showed that minimal preferences to the presented styles. On the other hand, Millennials preferred the formal style of the Abaya more than the other styles. The results of this study are expected to be used as an experimental information in various fields, such as fashion and social psychology, to expand the research area based on the fashion evolvement in relation to culture in Saudi Arabia.18 0Item Restricted The Influence of Social Media on Travel Destination Choices Among Millennials and Generation Z in Saudi Arabia(Bournemouth University, 2024) Shaibi, Abdulkarim; Ladkin, AdeleThis dissertation investigates the influence of social media on travel destination choices among Millennials and Generation Z in Saudi Arabia, a rapidly evolving digital landscape. The research aims to elucidate how different social media platforms—namely TikTok, Snapchat, and Instagram—affect these generations' travel preferences and explore the impact of various types of social media content, including videos, reviews, and user-generated content. Additionally, the study examines the role of demographic and psychographic factors, such as income level, education, and frequency of social media use, in determining reliance on these platforms for travel inspiration. A quantitative research approach was employed, utilising a structured online survey administered to a representative sample of Saudi Millennials and Generation Z. Data analysis was conducted through descriptive statistics and inferential methods, including Chi-Square tests and multiple regression analysis, to test the research hypotheses. The findings demonstrate that visual-centric platforms like TikTok, Snapchat, and Instagram significantly shape travel destination choices, with videos emerging as the most influential content type. The analysis also reveals that the frequency of social media use is a critical factor in the reliance on these platforms for travel planning, while other demographic variables have a lesser impact. Perceptions of credibility and trustworthiness of social media content are consistent across both generations. In light of these insights, the study recommends that tourism marketers prioritise high-quality visual content, leverage user-generated reviews, and employ personalised marketing strategies tailored to the interests of these digital-native cohorts. The dissertation concludes with recommendations for future research, including the need for longitudinal studies and cross-cultural comparisons.80 0