Understanding the role of branding in shaping perceptions of Saudi Arabia as a tourist destination

Abstract

This dissertation aims to understand the role of branding in shaping perceptions of Saudi Arabia as a tourist destination from the citizens’ point of view and to highlight the Vision 2030 goals and how they have affected these perceptions. Given that Saudi Arabia is the second most popular destination for tourists in the Middle East and that the leisure tourism industry is rapidly growing and expanding, it is important to examine the impact of this growing industry local culture. This study is significant as it provides valuable insights into the real perceptions of Saudi Arabian citizens and how these perceptions may shape their future. It also highlights the goals of the promising Vision 2030 and how it will impact the economy and reduce the dependence on oil as an alternative source of revenue. The study used a quantitative research approach, collecting data through a questionnaire survey of 194 Saudi Arabian citizens from different ages and backgrounds, including both the general population and experts in the tourism industry. The results were analysed using the SPSS, and it was concluded that there is significant relationship between variables studied in Saudi Arabia. Overall, the study provides valuable insights into understanding the role of branding in shaping perceptions of Saudi Arabia as a tourist destination and highlights the the potential outcomes.