Saudi Cultural Missions Theses & Dissertations
Permanent URI for this communityhttps://drepo.sdl.edu.sa/handle/20.500.14154/10
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Item Restricted Exploring the impact of events on a destination’s brand image: a case study of Winter at Tantora festival in Alula.(Saudi Digital Library, 2023-11-12) Albalawi, Mazyad; Grabher, BarbaraThe Winter at Tantora festival, a cultural phenomenon set within the enchanting locale of Alula, offers a prism through which brand image perception, attendee satisfaction, and the propensity for recommendations can be understood. This study embarks on a meticulous exploration to unravel the intricate relationship between the festival experience and the shaping of Alula's brand image. A significant focus of this research emphasizes the role of demographics, assessing whether brand perceptions post-festival remain consistent across varying age demographics. The results, underpinned by the Kruskal-Wallis test, depict a compelling uniformity in perceptions, underscoring the festival's far-reaching appeal. The study also delineates the direct correlation between attendee satisfaction and their inclination to promote Alula as a favored travel destination. Additionally, the synergy between the festival's alignment with Alula's brand image and attendee satisfaction is examined. While the findings offer significant insights, they also underscore the potential for a more diversified engagement strategy and emphasize the necessity of continuous improvements. Recommendations for the festival organizers and future research directions are also detailed.23 0Item Restricted Effect of sustainability and other SERVQUAL components on satisfaction of Generation Y and Z attendees at music events in the UK(Saudi Digital Library, 2023-10-22) Mira, Maya; rutendoSustainable events are becoming increasingly important due to growing awareness of climate change, especially among Generation Y and Z. Apart from sustainability, event managers have to be attentive to other components that influence satisfaction of guests such as reliability and service quality. The aim of this study was to analyse the impact of sustainability and its interaction with SERVQUAL components in influencing satisfaction of Generation Y and Z attendees at music events in the UK. Sustainability (triple bottom line) theory, SERVQUAL framework and findings of the literature helped to formulate the research hypotheses. Surveys were conducted with the Generation Y and Z respondents in the UK using snowball sampling. A total of 95 responses were received and analysed using regression analysis, Pearson’s correlation and independent sample t-test. A positive effect of reliability of sustainable practices on service quality and satisfaction of guests at music events was noted. Responsiveness and assurance are not found to have a significant effect on service quality and satisfaction of guests. Empathy from event staff around sustainability initiatives at music events positively impacts the service quality and satisfaction of guests at music events. Furthermore, regression and Pearson correlation confirmed that tangibility of sustainability practices at music events positively impacts the service quality and satisfaction of guests at music events. Independent sample t-test confirmed that female respondents were more influenced by reliability, responsiveness, empathy and tangibility whereas male respondents were more influenced by assurance in influencing the service quality and satisfaction of guests at music events. In contrast, the impact of reliability, responsiveness, assurance, empathy and tangibility in influencing the perception of service quality did not differ by generation (i.e. the responses of Generation Y and Z respondents were not significantly different from one another).8 0Item Restricted Al Ula Moments Festival: Community perceptions and socio- cultural impactk(Saudi Digital Library, 2023-09-11) Albalawi, Jawaher; Kelly, CathrineThis research study demonstrates the potential social impact of event tourism using the case of the Al Ula Moments Festival in Saudi Arabia. The festival presents a good case study since it illustrates the concept of event tourism in the Saudi region and allows for an exploration of the socio-cultural context. The study uses an online survey of people in the community of Al Ula. Overall, people in Al Ula and its region welcome the festival and the cultural interchange it represents and want to see it flourish. However, there are contrary voices, and it is important to ensure that the whole community is carried along in the development of Al Ula and its festival. Furthermore, as Al Ula changes, if the negative impacts identified here are not considered carefully and mitigated, opposition may grow, and social cohesion diminish. The study ends with a series of recommendations designed to help the Al Ula Moments Festival develop optimally.18 0