Saudi Cultural Missions Theses & Dissertations
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Item 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 Restricted Impact of Technology Adoption on the Success of E-Commerce Technologies in Small and Medium Enterprises(The University of Newcastle, 2024-02-17) Almtiri, Ziad Hmwd A; Miah, Shah J; Noman, NasimulThe primary task of this research is to investigate the relationship between the adoption of technology and the success of e-commerce technologies in Small and Medium Enterprises (SMEs). The study examines how specific technologies affect the overall performance and profitability of the kingdom of Saudi Arabia’s (KSA) SMEs. To study the connection between these variables, it is essential to consider e-commerce trends among modern SME businesses. E-commerce technologies become more and more evolving and relevant in different business operations, bringing benefits and convenience to all stakeholders involved. Although e-commerce is developing at a higher speed in the KSA country context compared to other countries, there is still scepticism in existing studies and substantial issues to its full adoption were discussed. Therefore, the aim of this research is therefore of paramount task to reveal the positive effect of e-commerce technology and encourage SMEs to incorporate technology adoption into their business plans. For this, the research uses a mix of qualitative and quantitative methods of analysis, namely, a questionnaire, with a positivist interpretation of the collected data. To analyse the data accurately, the study adopts a Descriptive Statistics approach in SPSS platform. All the participants who are involved in the research is subjected and treated ethically following the University of Newcastle ethical guidelines (Protocol Number: H-2022-0290). The main limiting factors for the adoption of e-commerce technologies in the KSA have to do with the perception of e-commerce amongst the SMEs managers. Business Organisations are eager to use new technologies, realising their benefits for their continuous improvement of practices. E-commerce, on the other hand, is blurry in the minds of SMEs practitioners of the KSA, which makes them distrustful, and hence resistant to the adoption of new technologies that impact in developing e-commerce strategies.51 0Item Restricted Comprehensive Framework for Blockchain Technology Adoption in Saudi Public Hospitals(Saudi Digital Library, 2023-06-21) Khwaji, Adel Abdulrahman; Hussain, Farookh KhadeerBackground: Blockchain has great potential and promise in the healthcare sector, even though it has not yet seen widespread adoption. Blockchain is able to address most concerns in healthcare such as security, privacy, interoperability, data sharing and counterfeit medicines. As part of the Saudi Vision 2030, the Ministry of Health established strategic goals aimed at enhancing healthcare services and transforming the healthcare system. The main challenge with blockchain adoption is to ensure that users will accept this new technology. Aims and Objectives: The aim of this study is to empirically examine the determinants that affect blockchain adoption in public hospitals in Saudi Arabia. It is apparent that there is scant research examining issues related to the adoption of blockchain in developing countries and Saudi Arabia in particular. It is essential to identify and understand the determinants of intentions to use blockchain technology to identify key areas for interventions aimed at enhancing future use. In this thesis, the perspectives of IT employees are taken into consideration. A conceptual framework for the successful adoption of blockchain technology is subsequently proposed based on the technological, organisational and environmental (TOE) framework. This research also investigates IT employees’ preferences towards moving healthcare information system (HIS) applications to blockchain technology and proposes a set of guidelines to encourage public hospitals to adopt blockchain technology. Methods: Quantitative research data were collected via a cross-sectional questionnaire survey from IT employees who work in Saudi hospitals and 363 responses were considered valid. The data were analysed using SPSS and AMOS software. Confirmatory factor analysis was employed to test reliability and validity. Structural equation modelling (SEM) was carried out to test the proposed hypotheses and to identify the determinants that derive the technological, organisational, environmental and human dimensions which influence blockchain adoption in the Saudi hospitals. Results: A descriptive analysis revealed that about 70 percent of the participants had little knowledge of blockchain technology. 81% of the variance in Behavioral intentions was explained by the adapted research framework (R2 = 0.81). The results of the path analysis showed that all the determinants had a significant influence at the level of 0.05 (p < 0.05). Standardised path coefficients showed that government support (beta = 0.28, p < 0.001) had the greatest significantly positive effect on IT employees' Behavioral intention to adopt blockchain. Conclusion: This study provides theoretical empirical evidence based on the TOE framework regarding Saudi healthcare IT employees' attitudes towards blockchain technology. It also presents evidence of the empirical validity of a new extension to the TOE framework by adding two context-specific determinants, namely decision-maker innovativeness and technical competence with their respective measurement scales. The practical implications of the research are offered to governments, hospitals and decision makers so they can achieve a high level of acceptance and usage of blockchain technology45 0