Exploratory research into Tourism Entrepreneurship in Saudi Arabia, An anthropological Perspective into the socio-cultural environment.

Abstract

This dissertation investigates the socio-cultural dimensions of tourism entrepreneurship in Saudi Arabia through an anthropological lens, situating the analysis within the transformative context of Vision 2030. As the Kingdom transitions from a rentier economy to a diversified, innovation-driven model, tourism has emerged as a key sector for economic growth. Drawing on qualitative, desk-based methods and grounded in the anthropology of entrepreneurship, this study explores how religious values, gender norms, family and tribal networks, and broader cultural systems influence entrepreneurial behaviour in the tourism sector.

The research identifies six key socio-cultural determinants—religious values, gender dynamics, family/tribal affiliations, rentier state legacies, regional variations, and labour policy reforms—and interprets them through conceptual frames such as entrepreneurialization, ethno-preneurship, moral entrepreneurship, and the commodification of identity. Findings reveal that while Vision 2030 has opened new spaces for innovation and inclusivity—particularly for women and youth—entrepreneurs continue to navigate deeply rooted cultural constraints and shifting moral landscapes. The study highlights both the enabling and limiting effects of informal institutions like wasta and et-moone, as well as the tensions between tradition and market logic.

Ultimately, this research argues that tourism entrepreneurship in Saudi Arabia is an economic phenomenon with an embedded process of identity negotiation and social transformation. It offers strategic implications for policymakers, educators, and practitioners seeking to cultivate inclusive, context-sensitive entrepreneurial ecosystems. By foregrounding culture in economic development, the dissertation contributes to a richer understanding of how entrepreneurs in Saudi Arabia adapt, resist, and redefine their socio-economic realities in a time of profound national change.