Smart destination approach to manage sustainability impacts of overtourism: Case study of Riyadh city Saudi Arabia

Abstract

The objective of this study is twofold. Firstly, it aims to identify the perception of the residents of the Riyadh about sustainability issue linked to overtourism and smart destination approach to manage it. Secondly, study aims to understand the perception of the Saudi Tourism Authority (STA) about the benefits and barriers of the smart destination approach. This study is based on triple bottom line (TPL) and stakeholder theory for sustainable tourism development using smart destination approach. To achieve its objective, this study adopts mixed method methodology under which it collected 216 responses and six interviews through conducting online survey and interviews. Using convenience sampling technique, this study targeted residents of the Riyadh city and officials working in STA in survey and interviews respectively. Survey data processed under the SPSS software to perform statistical analysis. Thematic analysis used to develop codes and perform analysis of interview data through using NVIVO software. Analysis of the survey data reveals that residents of the Riyadh have positive perception of the tourism for significantly and impacting their economic and social lives with insignificant environmental effects. Moreover, analysis of the interview results reveals that STA possess both knowledge, skills, and experience to manage overtourism as it has been managing religious overtourism in Makkah and Madinah cities. However, interviewee’s acknowledges that smart tourism is an emerging phenomenon for the STA and that it is running pilot programs in this area. However, analysis of the interview results reveals that STA may face variety of barriers in adoption of smart destination approach emerging from lack of organizational readiness, technological infrastructure, availability of intellectual capability, and resistance from the middle management. Both survey respondents and interviewees highlighted various expected benefits of smart destination approach for managing overtourism such as crowd management, stakeholder management, digital regulatory approach, preventing overtourism through shared economy, improving travellers experience, improve environment, enhance city’s safety, assists regulators in visa issuance and reduce noise. Based on findings, this study makes various recommendations to authorities such as adopt stakeholder management approach to create awareness among wider stakeholders about benefits of deploying smart destination approach. Focus of deploying any technology should focus on enhancing connectivity and inclusion with local communities. Create organizational readiness through developing vision and clear goals. Change should be initiated and driven by the leadership. Provide necessary training to staff and hire IT experts for supporting development of technological infrastructure. Findings of this study suffers from generalization limitations because data is gathered from only authority (STA).