Saudi Cultural Missions Theses & Dissertations
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Item Restricted Evaluating the Long-Term Impact of Riyadh Season Event on Sustainable Tourism Development within Saudi Arabia's Vision 2030 Framework(Taylor's, 2025) Aldawsari, Ahmed; Katahenggam, NagathisenAccording to Vision 2030 for Saudi Arabia, sustainable development and economic diversification depend mostly on tourism. Large-scale entertainment event Riyadh Season is now a main project aiming at drawing guests, fostering cultural interaction, and improving the travel industry. Emphasizing economic impact, cultural transformation, and environmental sustainability, this study uses a quantitative approach to evaluate the long-term implications of Riyadh Season on sustainable tourist development. By utilizing survey data and secondary sources, this research evaluates how Riyadh Season aligns with Vision 2030’s sustainable tourism objectives. It examines the effectiveness of existing tourism practices, identifies key challenges and opportunities, and suggests strategies for long-term sustainability. The findings aim to provide practical insights for event organizers, businesses, and local communities, ensuring that Riyadh Season continues to support responsible tourism growth while balancing economic, cultural, and environmental priorities.6 0Item Restricted ASSESSING SECURITY MEASURES AND THEIR INFLUENCE ON TOURIST EXPERIENCE DURING RIYADH’S MEGA-EVENTS(Sheffield Hallam Univeristy, 2024) Alrehaili, Faizah; Ndeke, AnnThis dissertation investigates the impact of security measures on tourist experiences during Riyadh Season mega-events, a crucial component of Saudi Arabia’s Vision 2030. With the growing emphasis on safety and security in global tourism, understanding the effects of these measures on tourists' perceptions of safety, overall satisfaction, and their likelihood to return and recommend the events is essential. A qualitative methodology was employed, utilising semi-structured interviews with participants who attended the events to gather in-depth insights. The study’s key findings reveal that visible security measures, such as uniformed guards and checkpoints, significantly enhance tourists' perceived safety but can also create a sense of intrusion. In contrast, hidden measures, like CCTV and digital monitoring, contribute positively to overall satisfaction without causing anxiety. Effective communication of security procedures and the presence of visible security personnel were found to reassure tourists, yet their intrusiveness sometimes detracted from the overall experience. The research underscores the necessity for a balanced approach that ensures robust security while minimising disruption to the tourist experience. Transparent security procedures and well-trained personnel are critical for fostering trust and encouraging repeat visits. Recommendations for future research include examining the long-term effects of security measures on destination reputation and developing strategies that optimise security without compromising visitor satisfaction. This study offers valuable insights for tourism managers and policymakers to enhance security protocols, thereby supporting the sustainable growth of tourism in alignment with Saudi Arabia’s Vision 2030.38 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 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.43 0Item Restricted The influence of social media on intention to attend events. A case study of Riyadh’s season events in Saudi Arabia(Saudi Digital Library, 2023-11-14) Alzahrani, Ahmed Abdullah; Lunt, ThomasThis dissertation investigates the influence of social media on event attendance through an in-depth investigation of Riyadh’s Season (RS) events. In an era where social media has become a vital component of daily life, the impact on various aspects of society, including cultural and entertainment events, cannot be overstated. The study focuses on RS events, which are a series of diverse and large-scale cultural and entertainment festivities held in Riyadh, Saudi Arabia. The aim of this research is to investigate the impact of social media on leisure event attendance decisions in Saudi Arabia, employing RS events as a case study. The objectives of this research include investigating the role of social media in event promotion, evaluating effective content types for attracting attendees, analysing its influence on decision-making, assessing its impact on community perception, and providing recommendations for optimising social media use in event promotion. The research questions address the current state of social media event marketing, effective content types, the influence of social media on attendance decisions, and its role in shaping community perceptions. The current research provides valuable insights into the relationship between social media and event attendance in the Saudi Arabian context, with practical implications for event organisers. marketers, and scholars. This dissertation's research methodology is based on an interpretive research paradigm. This decision is consistent with the emphasis on understanding individuals' subjective experiences and interpretations in a qualitative context, as evidenced by criticism of sampling methods and a desire to fill gaps in the literature. A case study approach is adopted in the research design, allowing for an in-depth examination of the complex interaction between social media use and event attendance, with nuanced insights captured through data collection methods such as in-depth interviews. To ensure the reliability and relevance of the information obtained, data selection emphasises primary data collected firsthand through in-depth interviews with seven individuals who attended the season. This method allows for the investigation of participants' experiences and perceptions, allowing for a comprehensive understanding of the diverse dynamics between social media engagement and event attendance. The sampling technique chosen is convenience (volunteering). Throughout the research process, ethical considerations are observed, ensuring informed consent, confidentiality, and anonymity. Thematic analysis was the technique employed to analyze the data, as described by Braun and Clarke (2006), it ensures a thorough and insightful examination of the qualitative data collected. The data analysis resulted in significant findings into the influence of social media on event attendance decisions for Riyadh's season events. Participants' primary information source was social media, with engaging promotional videos and influential figures capturing their attention. User-generated content (UGC) was crucial in their decision-making, resonating more authentically than official content. Attendees' choices were significantly influenced by social media influencers, corroborating previous research. The fear of missing out (FOMO) was palpable, with vibrant social media content encouraging people to attend. remarkably a few participants deviated from the pattern, citing personal preferences as a major influencer. These findings highlight the power of social media while also recognising the importance of intricate connection between social media and event participation, supporting Ajzen's Theory of Planned Behaviour (TPB). The study, which is aligned with TPB, emphasises the critical role of attitudes, perceived control, and subjective norms, all of which are influenced by social media, in shaping individuals' intentions to participate in events, thus validating existing research. The study emphasises the importance of social media in event marketing by emphasising its impact on consumer behaviour and decision-making. Furthermore, it provides actionable insights for event planners, emphasising the attraction power of tailored content and user-friendly digital experiences. Despite its contributions, the study acknowledges limitations such as its small sample size and sole focus on social media, paving the way for future studies to include a more diverse participant base and consider a variety of marketing channels. In essence, this study not only provides a solid foundation for understanding the dynamic relationship between social media and event participation, but it also encourages additional research into this evolving field. individual traits and preferences. This research effort incorporates the understanding of the30 0