Saudi Cultural Missions Theses & Dissertations
Permanent URI for this communityhttps://drepo.sdl.edu.sa/handle/20.500.14154/10
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Item 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.12 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.50 0