IDENTIFYING FOOD SEARCH IN SUPERMARKETS IN SAUDI ARABIA: BRIDGING GAPS IN NAVIGATION, NUTRITION LABEL COMPREHENSION, AND CULTURAL TOURISM CONTEXTS

Abstract

This study explored food search behavior in Saudi Arabian supermarkets by examining the interconnected challenges of navigation, nutrition label comprehension, and cultural context. Supermarkets, beyond serving as retail spaces, functioned as cultural tourism environments where consumption reflected identity, health, and destination experience. The research highlighted how consumers often struggled with locating products in large, complex store layouts, interpreting nutrition information due to limited literacy and complex terminology, and making culturally appropriate choices influenced by traditional food norms. Using an Input–Process–Output (IPO) framework, the study positioned supermarket layout, nutrition labels, and cultural-religious contexts as inputs that shaped food search processes, which in turn affected consumer outcomes. By integrating these dimensions, the research aimed to contribute to tourism management, culturally responsive retail design, and consumer education strategies that supported healthier and more culturally aligned food choices in Jeddah, Saudi Arabia.