A Study of UK Customers’ Perception 1 A STUDY OF UK CUSTOMERS’ PERCEPTION OF SAUDI ARABIA AS A TOURIST DESTINATION

Abstract

This research explores the UK customers' perception of Saudi Arabia as a tourist destination, aiming to provide insights that inform the country's tourism industry and enhance its appeal to potential travellers. It examined the factors influencing perception, the impact of marketing efforts, and the role of personal experiences, word-of-mouth, and online reviews. The research was conducted through a descriptive research design, using a structured self-administered questionnaire to collect data from 200 potential UK tourists who visited Saudi Arabia within the past year. The study's key findings indicate an overwhelmingly positive overall perception of Saudi Arabia as a tourist destination, this of course driven by its natural attractions, historical sites, and cultural experiences. Marketing and promotional activities as factors to consider were influential in shaping this perception while addressing safety and security concerns emerged as crucial to building trust. Personal experiences, word-of-mouth recommendations, and online reviews also played significant roles in influencing the perception of people who wished to visit. The research recommended continued investment in strategic marketing, improving safety measures, and providing exceptional visitor experiences to sustain the positive perception and attract more UK tourists. This study, therefore, contributes to Saudi Arabia's efforts to position itself as an attractive travel destination, supporting economic diversification and showcasing its rich heritage to the global audience.