Evaluating the Alignment of the Qiddiya Project with Customer Expectations: Innovation Tourism and Visitor Perceptions of its Global Competitiveness”

Abstract

This dissertation investigates customer perceptions of Qiddiya, a state-led tourism megaproject in Saudi Arabia, designed as part of the Kingdom’s Vision 2030 strategy. The study examines how potential tourists evaluate Qiddiya’s innovation-driven offerings, particularly its technological features, experiential design, cultural integration, and affordability. The research responds to a gap in existing literature: while much has been written about innovation tourism in Western and East Asian contexts, there is limited empirical evidence from the Middle East. The research was guided by five objectives: (1) to assess tourist expectations of innovation, (2) to examine perceptions of Qiddiya’s experiential engagement, (3) to evaluate the integration of cultural and technological features, (4) to identify perceived challenges such as affordability and awareness, and (5) to explore implications for innovation-driven tourism in emerging markets. A survey was administered to 40 respondents, including Saudi nationals, expatriates, and international tourists. Data were analyzed through descriptive statistics and thematic coding of open-ended responses. Findings reveal strong enthusiasm for technological innovation, with 75% of respondents agreeing that Qiddiya’s use of technology will differentiate it from global competitors. Immersive technologies such as VR and AR were widely viewed as enhancing experiences, while AI-driven personalization was seen as adding value. However, concerns were raised over the ease of use of these technologies, particularly by older respondents, echoing the Technology Acceptance Model (Davis, 1989). Respondents emphasized that technological novelty must be matched by accessibility, user-friendliness, and cultural sensitivity. Experiential engagement emerged as a major expectation. Eighty percent of respondents anticipated unique and memorable experiences, while 68% anticipated strong emotional engagement. More than half expected opportunities for co-creation, reflecting broader trends toward participatory tourism. However, only 55% believed Qiddiya would allow them to connect with Saudi cultural heritage. This finding raises important questions about cultural integration: while Qiddiya’s global entertainment features (e.g., Six Flags) resonate with international standards, they may risk overshadowing local authenticity. Affordability emerged as a critical concern. While 72% believed Qiddiya would provide good value-for-money, 40% expressed fears that ticket prices may be prohibitive for middle-income Saudi families. Accessibility challenges, such as transport connections to Riyadh, were also noted. These concerns parallel global examples, such as Disneyland Paris, which faced criticism for alienating domestic audiences due to high pricing. Brand awareness was another challenge. Only 20% of international respondents were 3 familiar with Qiddiya prior to the survey, underscoring the need for strong international marketing campaigns. Without global visibility, Qiddiya risks being overshadowed by established competitors in Dubai, Singapore, and Orlando. The dissertation contributes to academic knowledge in several ways. First, it extends the study of innovation tourism to the Middle East, providing empirical insights into customer perceptions in Saudi Arabia. Second, it expands the Technology Acceptance Model by applying it to destination-level innovations, highlighting the role of cultural acceptance in adoption. Third, it revisits the Experience Economy framework by demonstrating that memorable experiences in high-context cultures must include cultural authenticity. Finally, it contributes to megaproject literature by showing how consumer alignment—particularly in pricing and cultural fit—is as important as infrastructure. Strategic recommendations for Qiddiya include: (1) embedding Saudi heritage into attractions to balance global and local identities, (2) ensuring user-friendly technological design and staff support, (3) implementing tiered ticketing and resident discounts to improve affordability, (4) strengthening international branding campaigns, and (5) adopting sustainable and inclusive practices. Broader implications for emerging markets highlight the importance of affordability, cultural authenticity, and co-creation in innovation-driven tourism. In conclusion, Qiddiya embodies both the promise and challenges of innovation tourism in emerging economies. It has the potential to transform Saudi Arabia into a global tourism hub, but success will depend on striking a balance between technological spectacle and cultural authenticity, between affordability and exclusivity, and between global ambition and local acceptance.