Enhancing Customer Experience in Art and Culture Industry in Saudi Arabia

Abstract

This research systematically reviews the literature to identify strategies for enhancing customer experiences within the art and culture industry in Saudi Arabia, aligning with the nation's Vision 2030 goals of economic diversification and cultural enrichment. Using the PRISMA methodology, the study analyzed 56 research papers from 2010 to 2024, examining global best practices and their applicability to the Saudi context. Findings highlight the transformative role of digital technologies, such as virtual and augmented reality, in creating immersive cultural experiences. The review identifies critical factors influencing customer satisfaction, including co-creation, and the integration of advanced technologies. It also emphasizes the need for a flexible approach to customer experience frameworks, given the diverse offerings and audience demographics of cultural institutions. Practical recommendations include leveraging digital platforms, fostering stakeholder collaboration, and tailoring experiences to local cultural nuances. The study underscores the importance of involving local communities and stakeholders in the co-creation process to ensure culturally resonant and memorable experiences. This review contributes valuable insights for policymakers and cultural practitioners seeking to enhance the customer experience and position Saudi Arabia as a leading cultural destination, ultimately supporting the Kingdom’s broader socio-economic objectives.