Saudi Cultural Missions Theses & Dissertations
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Item Restricted The impact of educational tourism on Saudi students' life and social skills.(Middlesex University, 2024) Almasoud, Matar; Thickett, AnthonyEducational tourism plays a crucial role in enhancing skills and fostering cross-cultural understanding, significantly impacting welfare, quality of life, and economic progress. In Saudi Arabia, the Ministry of Education has been criticized for failing to prioritize curricular improvement, highlighting the importance of experiential learning in improving student experiences. Further, the study examines the impact of experiential learning on social skills, environmental awareness, and cultural knowledge, as well as the challenges faced by educational institutions in integrating it. The results highlight the importance of experiential learning in the Saudi curriculum's goal of improving student experiences. To fully understand the long-term impacts of educational tourism and experiential learning on instructors and students, a longitudinal strategy is recommended. Overall, the success of educational tourism depends on institutional support and the involvement of teachers in experiential learning. This study explores the impact of educational tourism on the experiential learning of Saudi students and also explores the challenges faced by Saudi education system in the adoption of experiential learning. This research heavily draws from Kolb’s experiential learning theory and Ritchie’s segmentation model; and highlights how educational tourism caters to cultural understanding, social skills, and to a lesser extent, environmental awareness. The study aptly demonstrated that educational tourism improves student’s personal and professional development, through a quantitative survey of 138 students and teachers from Saudi Arabia. A strong positive correlation was witnessed between educational tourism and cultural awareness and interpersonal skills of students. However, the research also showcased a weak correlation between environmental awareness and educational tourism, suggesting a growing need to include sustainability into educational programs. Moreover, the study also examined the role led by educational institutes in enhancing teachers’ job satisfaction through experiential learning environments, withstanding that organisational backing is detrimental for the success of such programs. The regression analysis demonstrated that teacher’s job satisfaction is enhanced when there is strong institutional support for experiential learning. However, the study highlights the need for further curriculum development in environmental education, along with institutional frameworks to support both teachers and students in educational tourism initiatives. It is recommended to conduct further research on this scope of work to expand it across different regions and to explore the long-term effects of educational tourism on student development.8 0Item Restricted Soft Power through Tourism: Insights from Saudi Arabia’s Vision 2030(London School of Economics and Political Science, 2024) Bin Junaid, Deem; Hertog, Steffen.27 0Item Restricted How social media influencers' expertise and transparency of sponsorship disclosures affect destination visit intentions / Travel and tourism industry(Kings College London, 2022) Alkatheri, Alanoud; Bernritter, StefanAbstract The use of influencer marketing has become increasingly prevalent among marketers and organizations in order to reach potential customers across a wide range of industries. This study aims to fill the gap of previous studies by investigating the effects of transparency in sponsorship disclosures and determining whether influencer expertise has a moderating effect on perceived trustworthiness and measuring the impact on destination visit intentions in the travel and tourism industry. This research uses a 2 (low transparency sponsorship disclosure vs. high transparency sponsorship disclosure) x 2 (low expertise vs. high expertise) in the form of an online experiment design conducted on social media users. This study applied a quantitative approach and a total of 227 participants completed an online questionnaire which was applied to test the framework for the study The analytical results show that high transparency has a significant effect on visit intention, however, it has a negative effect on the influencer’s perceived trustworthiness. Moreover, perceived trustworthiness from influencers significantly affects consumers’ visit intention. However, the results of the study show that there is no moderation effect for expertise in the relationship between transparency and perceived trustworthiness, nor mediation effect of perceived trustworthiness in the relationship between transparency and visit intention. This series of findings not only enrich the existing research on influencer marketing in the field of travel and tourism but also have meaningful practical implications for marketers, which they can use to boost the intention of visits and buying behavior among social media users.21 0Item Restricted How social media influencers' expertise and transparency of sponsorship disclosures affect destination visit intentions(king's college london, 2022) Alkatheri, Alanoud Abduallah; Bernritter, StefanAbstract The use of influencer marketing has become increasingly prevalent among marketers and organizations in order to reach potential customers across a wide range of industries. This study aims to fill the gap of previous studies by investigating the effects of transparency in sponsorship disclosures and determining whether influencer expertise has a moderating effect on perceived trustworthiness and measuring the impact on destination visit intentions in the travel and tourism industry. This research uses a 2 (low transparency sponsorship disclosure vs. high transparency sponsorship disclosure) x 2 (low expertise vs. high expertise) in the form of an online experiment design conducted on social media users. This study applied a quantitative approach and a total of 227 participants completed an online questionnaire which was applied to test the framework for the study The analytical results show that high transparency has a significant effect on visit intention, however, it has a negative effect on the influencer’s perceived trustworthiness. Moreover, perceived trustworthiness from influencers significantly affects consumers’ visit intention. However, the results of the study show that there is no moderation effect for expertise in the relationship between transparency and perceived trustworthiness, nor mediation effect of perceived trustworthiness in the relationship between transparency and visit intention. This series of findings not only enrich the existing research on influencer marketing in the field of travel and tourism but also have meaningful practical implications for marketers, which they can use to boost the intention of visits and buying behavior among social media users.22 0Item Restricted Effects of Digital Nomadism on Sustainable Tourism Development in the Middle East(Bournemouth University, 2024) Helal, Bayan; Ilkhani Zadeh, ShivaThe emerging travel patterns in the Middle East by young professionals are indicative of a trend that could take root in the future of work and contribute immensely to tourism development. However, there is a dearth of studies, particularly quantitative, that show how the concept of digital nomadism contributes to sustainable tourism development. Considering the differences in contexts from studies conducted in countries that have pronounced social and cultural differences to that of the Middle East, there was a need for a study of this nature to fill this contextual and methodological gap. Against this backdrop, this study investigated the effects of digital nomadism on sustainable tourism development in the Middle East. This aim was achieved by examining the effect of digital nomads’ mobility patterns on sustainable tourism development in the Middle East, examining the effect of the economic contribution of digital nomadism on sustainable tourism development in the Middle East, and examining the effect of technological connectivity of digital nomads on sustainable tourism development in the Middle East. The study surveyed a sample of 103 respondents drawn from the Middle East selected purposively. Upon apply both descriptive and inferential analysis to the quantitative data, results suggest that digital nomads’ mobility pattern has a positive but non-significant effect on sustainable tourism development in the Middle East. Conversely, both economic contribution and technological connectivity of digital nomads are positive significant predictors of sustainable development of tourism in the region. This study has advance policy, practice, and theoretical implications that, if considered and implemented, would help the Middle East tourism sector benefit from the digital nomadism lifestyle.7 0Item Restricted Sustainable Tourism in AlUla, Saudi Arabia(Bournemouth University, 2024) Alqahtani, Maram; Ladkin, AdeleThe prime focus of this research work is to evaluate the potential of sustainable tourism initiatives as a part of their Vision 2030 plan in Alula, Saudi Arabia. AlUla region, which is home to the ancient Nabatean city of Hegra, is being planned to be developed as a cultural and historical tourism destination within the Kingdom. This project's prime focus also lies in the preservation of this region’s archaeological and natural heritage sites promoting their local traditions and cultural heritages.11 0Item Restricted Sustainable Practices in the Hotel Industry: A Case of the Saudi Arabia Mega Project(Leeds Beckett University, 2024-10-07) Alsudani, Ahmed; Orighomisan, JekhineThis study investigates the integration of sustainable practices in the hotel industry within Saudi Arabia’s mega projects, including NEOM, AlUla, Albalad Development Company, and The Red Sea Project, under the framework of Vision 2030. With sustainability gaining importance in the global tourism industry, this research explores how large-scale developments can serve as models for sustainable tourism, especially in developing countries. The theoretical framework draws on the Triple Bottom Line (TBL) to assess economic, environmental, and social impacts, Diffusion of Innovation (DOI) to analyze the adoption of new practices, and Ecotourism Theory to understand responsible travel in nature-focused projects. The methodology employs secondary data analysis, using peer-reviewed articles, industry reports, and government documents, allowing for a systematic review of existing practices without requiring primary data collection. Both qualitative and quantitative methods were utilized to assess the environmental, social, and economic effects of sustainable tourism practices. Key findings highlight the use of renewable energy, water conservation technologies, waste management systems, and sustainable construction techniques across various projects. The analysis also reveals how integrating local culture and providing community employment contribute to cultural and social sustainability. Despite challenges such as high initial costs and cultural resistance to change, the study concludes that Saudi Arabia’s hotel projects provide a successful model for balancing economic growth with environmental conservation, offering valuable insights for other regions aiming to implement sustainable tourism practices. These findings underscore the importance of adopting global best practices to drive responsible tourism development in large-scale projects. Keywords: sustainable tourism, Vision 2030, Saudi Arabia, hotel industry, NEOM, secondary data analysis, sustainable practices, Triple Bottom Line, diffusion of innovation, ecotourism, BDC Albalad Development Company11 0Item Restricted THE METAVERSE’S POTENTIAL TO REVITALISE HERITAGE TOURISM IN SAUDI ARABIA(Bournemouth University, 2024) Basri, Abdullah; Buhalis, DimitriosThis study aimed to assess the viability of the metaverse to revamp heritage tourism in Saudi Arabia. This aim was met through the fulfilment of five main objectives, including determining the impact of metaverse on heritage tourism in Saudi Arabia; evaluating its social and economic effects on heritage tourism and local communities; assessing its economic implications on tourism, revenue generation, and employment opportunities; identifying the main obstacles posed by metaverse tourism; and identifying the challenges and opportunities associated with metaverse tourism in a global context. A mixed-methods research methodology was adopted to synthesise in-depth evidence about the likelihood of metaverse revitalising heritage tourism in Saudi Arabia. Qualitative and quantitative data were collected and integrated from a sample of 57 participants, comprised of technology experts, heritage site managers, and tourists. Primary data was collected using semi structured interviews and structured questionnaires, and secondary data was obtained from statistical sites and reports on the economic viability of the metaverse. The findings demonstrate the critical role of the metaverse in revitalising heritage tourism in Saudi Arabia. A clear majority of participants believed that the metaverse is an effective tool for revolutionising heritage tourism and that it is easier to visit virtual heritage sites on the metaverse than physical sites. Responses associated the metaverse with the potential to democratise access to heritage sites and grow the tourism sector overall, which is in line with the secondary data and financial projections. Concerns about the technology’s low rate of adoption and its potential to disrupt the traditional tourism economy were also raised. Nevertheless, the results of the study revealed that with careful planning, metaverse technology has the potential to revolutionise Saudi Arabian heritage tourism. Keywords: Metaverse, heritage, tourism revitalising, tourism, virtual, economic, social, opportunities, challenges, tourists, inclusivity.53 0Item Restricted The Economic Impact of Large Sports Events on Tourism: The Cse of Saudi Arabia(Leeds Beckett University, 2024-05-10) Albalawi, Nouf; Moss, JonathanThe third-largest industry in the world, tourism benefits the host country in several ways, including by bringing in foreign exchange, investing in new infrastructure and hospitality, creating jobs, fostering industrial development, and bolstering the tourism-led economic growth model. Countries rich in hydrocarbons, like Saudi Arabia, have tried to use tourism to diversify their economies. The nation aims to welcome 150 million tourists with the introduction of Vision 2030. Saudi Vision 2030's tourism pillar must be achieved within a limited timeframe, and the country must contend with formidable regional competitors in the field of visitor attraction. The nation has launched a programme to connect sports and tourism to address this issue. The goal of this study is to investigate how major athletic event hosting affects tourist flows. Thus, the purpose of this study is to investigate if major sports events are thought to affect Saudi Arabia's tourism flows. Using structured surveys, this research finds that hosting major sporting events attracts visitors to Saudi Arabia who might not have come otherwise, compete with neighbours, and compensate for the dearth of tourist-oriented infrastructure in the nation. Further, the results show that large-scale sporting events are positively and significantly correlated with more employment and income prospects backed by both domestic and foreign investment. The results find that Saudi citizens and residents have a high and favourable feel-good effect before, during, and for a while after. Additionally, the impact on tourism flows increases with the duration of sporting events. The findings demonstrate that major sporting events in Saudi Arabia facilitate cross-cultural interactions without adversely affecting the cultural character of the host country. The evidence against the environmental impact is less compelling, and this research finds no evidence of social negative externalities. Whilst this research does not refute the hypothesis that major sporting events do not have a detrimental influence on the environment it nevertheless finds that Saudi citizens believe that the regulatory framework needs to be strengthened. Finally, this study finds a favourable correlation between major sporting events and coverage in traditional and social media, which in turn generates more tourist traffic.45 0Item Restricted Factors Influencing the Quality of Life and Behavioural Intentions of Heritage Tourists in Saudi Arabia(Victoria University, 2024-05-31) Alhelal, Abdulrahman; Nguyen, Thu-HuongTourism has emerged as a critical industry in Saudi Arabia, particularly with the recent implementation of the Vision 2030 ‘roadmap’ to diversify the country’s income. This has led to the creation of plans, policies, and related entities designed to attract tourists at both the domestic and international levels. Heritage tourism is especially important since each region in Saudi Arabia possesses its own unique tangible and intangible heritage resources. These different regions provide a variety of heritage tourism experiences. Previous research has identified the role that behavioural intention plays in tourists’ decisions to visit a destination. Understanding tourists’ behaviour is crucial since it helps government entities and businesses to predict tourist demand for a destination. Previous studies have also confirmed that tourists’ behavioural intentions vary according to different factors, including cultural background, nationality, age, and gender. Therefore, understanding the role of these factors on tourist behaviour helps government entities develop effective marketing plans at local, national, and international levels. However, only a few research studies have examined the association between tourist motivations (push and pull factors), experience quality, perceived value, place attachment, quality of life, and behavioural intention. Therefore, this research sought to address this gap in the literature by developing a conceptual framework to investigate the relationships among motivation (push and pull factors), experience quality, perceived value, place attachment, quality of life, and behavioural intention in the context of domestic heritage tourism in Saudi Arabia. Moreover, this study aimed to understand the differences in perceptions associated with these constructs across two groups: Saudi and non-Saudi. This represents an original perspective of heritage tourism in Saudi Arabia. Means end theory was determined to be the most appropriate for examining the model developed in this study and to achieve the research objectives. A quantitative approach was adopted using a survey-based method for collecting data. The survey questionnaire was distributed in two heritage destinations, AlUla and Diriyah, to domestic heritage tourists and visitors in both destinations. A variety of statistical techniques were used to examine the 11 hypotheses developed in this study. These techniques were descriptive analysis, Chi-square testing, exploratory factor analysis (EFA), a two-stage structural equation modelling (SEM) approach, and multigroup analysis (MGA). ii Only a limited number of research studies have been conducted in the area of quality of life in heritage tourism. This study makes several contributions to address this gap. The findings of this research confirmed significant relationships for all hypotheses, with the exception of two (the association between pull factors and experience quality, and the association between perceived value and quality of life). This research also addressed the different perceptions of motivation, experience quality, perceived value, place attachment, quality of life, and behavioural intention between two groups: Saudis and non-Saudis. The findings confirmed that only four hypotheses were found to be significant when comparing the two tourist groups. This study addresses identified gaps in the research. It contributesto both the literature and the industry by providing a deeper understanding of heritage tourists’ motivations, experience quality, perceived value, place attachment, quality of life, and behavioural intention in Saudi Arabia. This research has the potential to advance the investigation, especially in the area of quality of life and tourism in developing countries. It also provides insightful information on the characteristics of domestic heritage tourists in Saudi Arabia, which can help decision-makers and planners develop tourism products and services. The framework in this research has been empirically examined and provides a solid foundation for conducting further empirical research. This thesis concludes with some proposed future research directions in related areas of interest. It also offers some suggestions for practitioners and decision-makers in the tourism industry to enable them to develop more effective strategies and boost tourism in Saudi Arabia.43 0